Unibail Rodamco Westfield (URW) is the world’s premium developer and operator of flagship shopping destinations with over 1.2 billion annual visits across the globe. In the U.S., the URW Network is the largest digital out-of-home network to boast state-of-the-art screens equipped with Quividi’s facial detection solution.
Quividi is the global leader in audience analytics and interactivity for Digital Out Of Home and Visual Retail. Its privacy protected technology helps brands measure, segment, and engage with their audience in real time.
In October 2018, URW and Quividi decided to leverage Quividi’s content contextualization ability to prove that delivering targeted ads on the URW Network will drive a higher ad attention time and also increase conversion with an impact on in-store sales.
To demonstrate this, URW and Quividi partnered with two legacy tenants: Aldo, an international Canadian shoes and accessories manufacturer and retailer with nearly 3000 stores worldwide, and PANDORA, an international Danish premium jewelry manufacturer and retailer with more than 7,800 stores.
To measure the direct attribution of this targeting strategy, URW and Quividi conducted a 2-week pilot across the URW Network.
During the first week, sales and traffic data were collected, but no creative ran.
During the second week, two campaigns were launched and ran in alternance during the course of the week: one with a generic creative, one with contextualized creatives that were dynamically triggered against the shopper demographics profiles.
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