Sporting Goods and Outdoor Retailer Harnesses the Power of Connected TV to drive Sales and In-Store Traffic.

A large sporting goods retailer with five locations wanted to increase in-store foot traffic from local customers who loved the outdoors. By partnering with Vici Media, the retailer was able to engage its audience through targeted digital campaigns, resulting in a significant lift in-store visits. Here’s how our strategic approach delivered measurable results and helped the retailer track its ROI more effectively

Initial Campaign and Targeting Approach

We started the campaign by focusing on Facebook-Instagram ads and Mobile Conquesting, two proven strategies for driving digital engagement with highly specific audiences. Our primary targets were outdoor enthusiasts, sports fans, and active families. Using Behavioral Targeting, Category Targeting, and Retargeting, we honed in on Adults 18+, Parents with young children, preteens, or teenagers, outdoor enthusiasts, sports equipment shoppers, and consumers interested in camping, fishing, and hunting. By prioritizing these audience segments, we aimed to connect the retailer with potential customers more likely to visit in-store

Expanding Strategy with OTT and Visit Tracking

After the success of the initial campaign, we expanded the strategy to include Over the Top (OTT) advertising with Visit Tracking, which allowed us to measure the physical impact of digital ads. OTT refers to video programming that reaches audiences via the internet and bypasses traditional broadcast or cable television. In this case, we served ads 100% on connected TVs, providing a rich, immersive experience for viewers in their own homes

Visit Tracking enabled us to monitor how many people who saw the ad on their connected TVs subsequently visited one of the retailer’s locations within two weeks. By partnering with Numerator, a third-party insights company, we verified these visits, ensuring the accuracy and reliability of the data. Additionally, we used Geo-Fencing and Geo-Retargeting to target local competitors, further reinforcing brand awareness for the retailer among nearby customers

Results That Speak for Themselves

The campaign delivered impressive results. The initial Facebook-Instagram and Mobile Conquesting campaign achieved a 0.53% click-through rate (CTR). When we added OTT with Visit Tracking, we recorded 38 verified in-store visits within just one month across the retailer’s five locations. As the first provider to link OTT campaigns to verified in-store visits, we enabled this sporting goods retailer to directly track their return on investment, giving them invaluable insights into how digital advertising can drive physical traffic

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions

For more information, email support@vicimediainc.com.