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Dentsu Inc. and Dentsu Digital Inc. have developed and are offering "True Store Visit," a solution that accurately evaluates the effect of digital advertising on visits to physical stores.
The text of the Dentsu Inc. news release distributed on December 13 is as follows.
December 13, 2018
― Facebook's Store Visit Effectiveness Now Measurable ―
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Shuji Yamaguchi) have developed "True Store Visit," a solution that accurately evaluates the effect of digital advertising on visits to physical stores, and will begin offering it today.
"True Store Visit" applies Dentsu Digital Inc.'s proprietary "True Lift ModelTM" (*) concept. It statistically distinguishes between "people who visited purely due to ad exposure" and "people who would have visited naturally regardless of ad exposure" among those who were exposed to digital ads and visited a store. It evaluates only the former as advertising effectiveness.
Store visit measurement utilizes data from GroundTruth, Inc. (U.S.), with whom Dentsu Inc. has maintained a capital and business alliance since March 2018, covering 20 million Monthly Active Users (MAU) in Japan, along with its patented Blueprints™ technology. This data and technology enable precise positioning of visitors within facility boundaries. Combined with "True Store Visit," it allows for highly accurate measurement of store visitor counts.
Traditionally, digital advertising-driven store visit measurement typically counted all individuals who visited a store after being exposed to an ad as part of the ad's effectiveness. This conventional measurement method, particularly in retail and food service industries, often included a large number of people who would have visited naturally due to habitual shopping habits, even without ad exposure. This led to an overestimation of the visit effect attributable to digital advertising, making it impossible to set such figures as advertising effectiveness KPIs.
Furthermore, measurement using conventional methods was limited to media where tagging was possible. On Facebook, where tagging is not feasible, it was impossible to measure the number of store visits among those who saw the ad.
With "True Store Visit," by utilizing multiple Facebook APIs, we can now not only measure the number of people who visited the store among those exposed to the ad, but also determine the number of people who visited purely as a result of ad exposure.
Thus, "True Store Visit" enables highly accurate measurement of pure store visitors driven by advertising across all digital campaigns, including Facebook. This allows setting store visitor count as a KPI and facilitates flexible optimization: refining ad plans to achieve targets, replacing creatives with higher-performing ones, and optimizing budget allocation.
<Concept of "True Store Visit" Based on the True Lift Model™ (Simplified Diagram)>
Moving forward, Dentsu Inc. and Dentsu Digital Inc. will continue advancing the True Lift Model™ and collaborating with major platform providers to develop solutions enabling more precise effectiveness measurement.
*True Lift ModelTM: Dentsu Digital Inc. proprietary advertising effectiveness measurement model. It statistically separates the natural effect that would have occurred even without advertising from the pure effect generated by exposure to advertising. This allows for evaluation focused solely on the true effect generated by advertising.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/1213-009666.html
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