Azerion, a digital advertising powerhouse, has pioneered a groundbreaking campaign in Australia, leaving an indelible mark in the marketing industry. The introduction of potent creative display and in-game digital ads has led to a substantial upsurge in traffic to New Balance stores across the country.
New Balance, a top-tier athletic footwear brand, embarked on a mission to resonate with younger consumers and establish a tangible link between digital advertising expenditure and physical store footfall. Azerion turned this ambitious vision into a reality, by strategically placing high-impact creative display ads within its repertoire of esteemed publishers and owned online casual games.
Insights from the Field
Stephanie Pratt, Yakkazoo’s Director of Client Services, whose agency orchestrated the campaign, expressed the significance of enticing younger audiences for their client’s brand strategy. She acknowledged the vast potential of in-game advertising in fostering brand favourability among this demographic. Pratt commented, “Through our partnership with Azerion and Lifesight, we discovered that in-game ads were exceptionally effective in converting young audiences into loyal customers. This finding underscores the power of the gaming environment and the invaluable role it plays in driving business success.”
Unprecedented Partnership Yields Remarkable Results
Azerion’s collaboration with Lifesight, an authority in offline attribution and data solutions, granted the ability to measure and directly attribute the digital campaign’s impact on store visitors. Lifesight’s cutting-edge technology offers detailed data on consumer behaviour and location, rendering their offline attribution and data solutions indispensable in comprehending the connection between online advertising and in-store visits.
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Elizabeth Grant, Director of Operations & Partnerships at Azerion, JAPAC, stated, “We partnered with Lifesight for a first to market in-game to in-store footfall attribution study, which met the client’s objectives of driving younger consumers and attributing ad exposure to store visits. We saw a massive uplift in Gen Z audiences seeing the ads and then going to New Balance stores in Australia. Brands want clear evidence of digital ad spend to in-store traffic increases, and we were able to do this via Lifesight’s attribution pixel technology. Having additional insight into which store locations customers visited means we’re now able to use these learnings to run lower funnel activity across our platform.”
Success Story in Numbers
The campaign ran for a month from November to December 2022, with remarkable results. Out of every 1,000 engagements, 62 individuals ended up visiting a New Balance store in Australia, with a majority of 58% falling within the 18-24 age bracket.
The objective was to promote New Balance’s “Industrial” shoe line among males aged 18-44 and target a younger demographic. Azerion successfully reached a unique audience of half a million people, boasting an 89% view-through rate for the New Balance video ads across 20,000 casual games.
Lifesight’s attribution pixels kept track of ad exposure in cross-device environments and matched them to mobile IDs using their proprietary identity graph of over 13 million Australians. The campaign yielded 1.5 million ad impressions, resulting in a whopping 94,000 store visits.