An Ikea store experienced an 11 percent overall lift in store traffic following a geotargeted Facebook ad, in what could be a rare measured test of the social network's influence when it comes to paid advertising.
The program by Vizeum, on behalf of Ikea, tracked the campaign as a test for two weeks during December 2013 and January 2014, at a single store in the U.K. The research company measured store traffic from shoppers that saw the ad in its Facebook news feed.
The 1.4 million impressions delivered had the biggest impact on younger shoppers with a 31 percent increase in store visits among shoppers aged 22 to 25 years old. Those aged 26 to 35 had an 11 percent uptick in store visits and the campaign delivered an 11 percent overall increase across all age groups, reported The Guardian.
The campaign was analyzed by iProspect, and the entire program is the result of partnerships between mobile networks, social networks and institutions to combine datasets.
"This was experimental technology testing an experimental hypothesis. There was no guarantee of success," said Phillip Dyte, social media manager at iProspect. "In the past you would have had to make assumptions and you've had to incentivize it using couponing or something, but none of that is really a fair test. But this is a fair test."
-See this story in The Guardian
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