Adrian J Cotterill, Editor-in-Chief
Adsquare, the real-time data exchange, today released the Adsquare Footfall Monitor, to help Marketers understand the global impact of Covid-19 on their advertising campaigns.
Adsquare Co-Founder and CEO, Tom Laband, told us “In these extremely challenging times, marketers are having to rewrite their strategies and make quick, tactical choices regarding the place, price, and promotion of their products. We wanted to do whatever we could to help marketers navigate these difficult decisions, by repurposing and opening up the data from our platform on global footfall to anyone who would benefit.”
The Adsquare Footfall Monitor allows marketers to gain insights on store visitation rates across 15 advertising verticals throughout Europe and North America. Advertising verticals include supermarkets, pharmacies, fast-food and takeaway restaurants, and public transport. Further footfall verticals are provided for locations under current enforced closure to enable marketers to monitor and plan for the time when lockdown restrictions begin to be lifted.
Data has been collected, analysed and provided prior to global lockdowns being imposed, on 9 March 2020, to enable comparisons against previous norms, different advertising verticals and countries. Custom reports are also available to help facilitate traditional footfall index benchmarking.
Initial data from the Footfall Monitor for the UK has provided some unique insights into the impact on consumer movements since the lockdown took effect on March 23, 2020.
- Across all verticals, the UK saw one of the biggest drops in consumer footfall for Public Transport locations (81.5 percent) versus the equivalent time the previous month
- Supermarkets have, perhaps unsurprisingly, remained the most visited location, but still experienced a 59.2 percent month-on-month decrease in traffic
- The second most resilient location for consumer footfall has been petrol stations, experiencing a 62.3 percent decrease month-on-month
Across all markets where nationwide lockdowns remain in place, a downward trend in footfall is continuing to be reported, however the data from the Adsquare Footfall Monitor will indicate when this nadir has been reached and help marketers anticipate and plan for when upward trend begin to resume, as lockdown restrictions are loosened.
Commenting on the importance of accurate data for marketers during this time, Adam Powell, Head of Data, Kinetic Worldwide, said “Analysing and understanding audience activity at this challenging time is essential for marketers, in order to optimise the impact of their advertising, particularly in out-of-home environments. Our own Journeys behavioural planning platform leverages Adsquare movement data so we know it is of the highest quality. Providing this for free to all advertisers via the Footfall Monitor will help many more brands continue to advertise in the most effective way possible.”
The interactive report is available for free from the Adsquare website here and will be updated weekly.
Follow DailyDOOH