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MEDIAMARKT - CONNECTING ONLINE TO OFFLINE

BG
Star

  • Year

    2019

  • Company

    MediaMarkt

  • Services

    Google ads, Marketing tech

PROBLEM

Online advertising and online effects have always been relatively easy (though increasingly difficult) to measure compared to online to offline. MediaMarkt has more than 1000 stores across Europe and the need to understand online advertising on these stores is therefore high. 

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SOLUTION

Within Google Shopping, Google provides a specific inventory format called Local Inventory Ads. It's shown mostly on searches with local intent, and is configured in a way that it only shows based on local store stock.

Subsequently, a CausalImpact experiment design was used to assign store locations into control and experiment groups. Then, Local Inventory Ads went active for the experiment group while being absent in the control group. This way, we could measure the relative uplift in store visits with this ad format live.

Using store sales direct technology, we were able to measure how many of these store visits eventually translated into sales.

Impact

The experiment group showed a 13% uplift in store visits compared to control. With the conversion rates MediaMarkt has in store and the store sales direct methodology applied, the return on offline ad spend was almost twice as high as the return on online ad spend. With this success, local inventory ads were rolled out.