Two weeks ago, Locala won ‘Best Attribution Solution’ at The Drum Digital Advertising Awards APAC. These awards recognize businesses that deliver cut-through advertising, and the talented individuals, teams, products and services that are making the biggest difference in the digital advertising world.
The judges were looking for the best attribution solution available to the APAC market today – along with evidence that it really works.
At Locala, we deliver advertising that drives more customers to stores, dealerships, and restaurants. We help brands move away from proxy media metrics to measure the real-world performance of their advertising spend in a single unified platform that links their investments back to real-world measurements.
Our omnichannel drive-to-store platform, Fusio, is the first platform which optimizes campaigns in real time to deliver incremental visits to stores as a direct result of brands’ advertising efforts – whether through mobile, video, audio, display or OOH. These visits are always independently verified by third-party measurement players to separate incremental visits from organic traffic, while also excluding passers-by and employees.
Fusio leverages reliable and unique location data from mobile devices to deliver data-driven drive-to-store campaigns to consumers across the globe. We help marketers optimize their campaign parameters such as location targeting, publishers, creatives, or the type of devices and network connection to get the best return on their ad spend and drive incremental store visits.
We’ve created a robust incrementality methodology using tried and tested scientific methods and applied it to drive-to-store programmatic advertising. For each and every campaign we create two identical groups, a control and an exposed group. We add a variable (delivering the advert) and compare the effect of this variable by comparing it to a consistent control group that didn’t receive it. That means we can be sure that the difference on the outcome is because of that one variable (as everything else was the same) and not an external factor.
The Locala method randomly divides your target in two groups in real time: an exposed group who will see the ad, and a smaller control group who will not see the ad.
Although the audience is the same, there are factors that can affect their composition. Some people in your audience might be employees, organic visits, near the store and mistakenly be counted as a visit. Our methodology uses ratios to ensures results are statistically relevant quickly and avoids any errors due to data randomness.
You can learn more about incrementality and how it’s measured in our Academy Webinar Series.
We also measure statistical significance with our Uplift Trust feature to ensure results are reliable.
This is a measure of statistical significance of the result, it shows that we have enough data to be sure that the results (uplift and incremental visits) aren’t affected by data randomness. Fusio analyses the volume of data and signals when it has enough data for the results to be statistically significant.
A recent campaign for auto brand SEAT generated impressive results against business KPIs, with an average of 5 days recorded between ad exposure and dealership visit. Overall, SEAT registered a +16% footfall uplift while the cost per incremental visit decreased by 20%, demonstrating a significant return on ad spend.
Another campaign for restaurant chain Nando’s generated meaningful business outcomes for the brand (and was Highly Commended for Best Mobile Campaign in the same awards). It reached an impressive 800,000 Singaporeans over its month-long duration and drove more than 10,000 visits to restaurants. This represents a 1.51% visitation rate – 1.5X higher than the market average. Among the total visits registered in Nando’s restaurants, over 43% were incremental, with an impressive footfall uplift of 72%.
Contact us now to learn more about how our award-winning attribution solution can help you.
About The Drum
The Drum is Europe’s largest media and marketing website and the fastest growing in the US and APAC. Each month, they attract over 1.4 million unique users and have over 200,000 social followers. Their role is to help readers make informed decisions and by showcasing the very best effective digital advertising executions, they can promote the people and businesses behind the best work. Their global positioning means that they are constantly being approached to media partner major events and they work with the likes of Cannes, SXSW, DMexco, CES, New York Festivals, Advertising Week, Clio Awards, etc.