Carrefour is committed to measuring the impact at the point of sale of linear TV campaigns with Publiespaña

Carrefour, together with its agency Arena Media, is once again committed to innovation and new technological developments. Publiepaña through the new Drive to Store attribution model created by the commercial subsidiary of Mediaset España and the mobile data company Beintoo.

This proposal expands the measurements that this product carried out until now on the impact on visits to the point of sale of the campaigns broadcast on TV connected to the conventional campaigns offered on Linear TV.

Through this evolution of Drive to Store (D2S), which Carrefour has recently inaugurated with the campaign 3×2 issued through conventional advertising, the advertiser receives feedback on its effectiveness through quantitative measurements around the impact it has generated on visits by potential customers to its points of sale.

"We were already pioneers in testing this measurement with the HbbTV formats and now we take a step further, incorporating linear planning data. Our objective is to make Carrefour's campaigns as efficient as possible beyond traditional media KPIs and analyze behavior in terms of business, so we will always accompany partners who are committed to evolving in measurement and technology, as is the case with Publiespaña," he points out. Sandra Serrano, Account Director at Arena Media.

Location intelligence technology

To do this, it uses the pioneering location intelligence technology developed by Beintoo, a company belonging to the Mediaset group, which is capable of collect geo-behavioral data from millions of users of mobile devices in Spain.

Previously, Publiespaña identifies with the client the segments of greatest interest and activates its own audience graph to link these audiences impacted by the linear TV campaign with the devices that share their data with Beintoo. From there, the behavior of users of these mobile devices when visiting the point of sale is analyzed.

Drive to Store is a product especially intended for clients in sectors characterized by having multiple physical points of sale, such as Large Retail, Automotive, Fashion, Jewelry and Accessories and Restaurants, among others, who want to evaluate the profitability of their advertising investment through visits to the point of sale.