Client Success: Driving In-Store Foot Traffic and Sales Through a Streaming Video Ad Campaign

Streaming ad inventories continue to grow, expanding the market of opportunities for businesses eager to advertise through digital video—and making it easier than ever to target a niche audience through this highly engaging ad channel.

For one regional tire retailer, digital video was one of many advertising solutions used across a years-long partnership with Cox Media. Thanks to this long-standing relationship, the retailer was familiar with Cox Media’s digital ad solutions, and Cox’s experts had an in-depth understanding of the retailer’s target audience.

At the start of the 2022 calendar year, the tire retailer elected to renew its partnership with Cox Media—but wanted to focus its advertising strategy on achieving two key objectives.

The Goal

As a multi-location tire retailer, the client wanted Cox Media’s help in creating localized advertising that increased in-store foot traffic for its retail locations across a targeted region in the U.S. southwest.

By increasing in-store visits, the client hoped the ad campaign would then lead to an increase of in-store sales and business revenue, delivering a strong return on investment for the brand—and possibly providing a template for increasing sales and revenues across the retailer’s other locations.

The Solution

Thanks to our pre-existing relationship with the client, Cox Media understood that the retailer’s primary demographic was men between the ages of 25 and 54. This basic demographic data led to a simple audience targeting strategy: since the consumers in this target demo tend to be avid sports fans, the tire retailer could attempt to reach this audience through ad inventories connected to live sports events.

To seize upon this opportunity, Cox Media recommended a streaming and video pre-roll campaign that would utilize streaming video inventories across high-profile networks offering sports programming. Thanks to Cox’s premium inventory access, the client was able to leverage high-quality media buys not available to all advertisers.

These ads then appeared across streaming video from ESPN, ESPN2, NFL Network, MLB Network, and other cable networks offering live sports and related sports programming.

The Results

After a 12-month campaign, the regional tire retailer achieved the following results from its ad campaign:

• A total of 1,035 visits to its promoted store locations;
• A total of 3,612 clicks on its ads;
• More than 4.1 million impressions;
• An overall 6 percent increase in retail sales.

Thanks to the length of the advertising campaign, Cox Media had more data at its disposal to accurately attribute those outcomes to the client’s streaming ad campaign. Based on our attribution data, the vast majority of the increase in foot traffic was the direct result of the client’s streaming campaign.

With streaming, we know there is a seemingly endless list of terms and acronyms that go hand-in-hand with understanding the streaming television space. Access our free, comprehensive glossary here.

Want to boost your company’s income and sales? As a revenue-generating activity, digital advertising is an investment in the long-term profitability of your business. Contact Cox Media today to find out how we can help your business reach its growth goals.