Facebook ads on mobile work – well they do it you believe Facebook and EE. Research, conducted over two weeks by Vizeum and iProspect in partnership with the social media giant and UK network operator, anonymously matched Facebook usage and EE data to measure the uplift in store customer traffic from those who had seen targeted IKEA adverts on Facebook. The results showed an 11% increase in store visits among more than 172,000 people that were served adverts, compared to an otherwise identical and equally-sized group that had not seen the adverts.
IKEA saw the strongest growth in visitors in the 22 to 25-year-old and 26 to 35-year-old age groups with uplifts of 31% and 11%, respectively. These additional visitors delivered an ROI of 6:1 against the media spend with Facebook during the geotargeted campaign, which ran in Cardiff during December 2013 and January 2014 and served 1.4 million impressions overall. The adverts were created by Dentsu Aegis Network agency Isobar, IKEA’s social lead.
Nicolas Franchet, Head of Retail Global Vertical Strategy, Facebook explains: “Our focus is on helping retailers reach the audience most likely to be interested in their products and delivering results throughout the customer lifecycle, by driving sales both online and in-store. These latest figures provide further evidence of just how effectively Facebook enables retailers to achieve their marketing goals – whether that’s acquiring new customers or connecting with existing ones to generate incremental sales.”
Richard Morris, Managing Director, Vizeum adds: “Social media now plays a vital role in the advertising strategy for brands, and this study clearly demonstrates the impact that ads on Facebook have on brick-and-mortar foot traffic for retailers. These innovative strategies that combine mobile, local and social media for our clients are the future of digital marketing. The methodology is brilliantly executed and the results show clearly, empirically, that Facebook adverts have driven real-world footfall.”
Phillip Dyte, Paid Social Media Manager, iProspect says: “Together with Facebook, Vizeum and Isobar we worked closely to serve News Feed ads to IKEA’s Cardiff audience, ensuring we reached a statistically robust number of unique local impressions. EE then analysed device activity within a geofenced area around the IKEA store – removing staff, people who lived in the area, and passers-by. The resulting figures are really clean of misleading variables.”
