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How RaceTrac Drove Visits To Its Gas Station Convenience Stores 47 Percent Higher

“By using NinthDecimal’s physical-world data, we were able to successfully reach not only our loyal guests, but also our competitors’ audiences, and drive these individuals into our locations in a measurable way,' says Jamie Rodgers, RaceTrac brand director.

A combination of rich media and location targeting last holiday season helped  RaceTrac generate a 47 percent lift in traffic at the gas station convenience store chain’s 450 outlets across the southern United States.

The December 2016 campaign was run by full-service digital agency Vert, along with design firm R/GA, and geo-data ad and attribution platform NinthDecimal.

The trio collaborated on developing “a dynamic, engaging ‘drive-to-store’ mobile ad unit that was both eye-catching and easily trackable. The rich media ad was designed to guide mobile users to the nearest RaceTrac convenience store using their current location.

NinthDecimal then built an audience segment comprised of consumers who were most likely to respond to the ad based on previous visits to RaceTrac and its competitors’ locations. Using NinthDecimal’s Location Graph data set of mobile audiences’ devices, it served the ad to those “qualified users” when they were within 10 miles of a RaceTrac convenience store.

The 47 percent lift includes both existing and new customers, RaceTrac and NinthDecimal execs said.

“By using NinthDecimal’s physical-world data, we were able to successfully reach not only our loyal guests, but also our competitors’ audiences, and drive these individuals into our locations in a measurable way,” said Jamie Rodgers, brand director of RaceTrac.

The campaign’s results come as marketers have widely embraced the use of location data as more than just a way to send an ad to the “right person at the right place in real-time.”

The frequent goal for location data these days is two-fold: understand and predict patterns of consumer behavior based on where they go, then use unique device data — anonymized, of course, most platforms are quick to note — and then, determine if such targeted ads were able to drive that consumer into a store to complete a purchase as a result.

“In the era of data-driven marketing, it’s incredibly valuable for brands to understand the effectiveness of their ad spend down to the last cent,” said David Staas, president of NinthDecimal. “The RaceTrac marketing campaign shows how brands can leverage mobile location data to reach new and existing customers as well as deliver real world business results through digital advertising.”

The Rich Media Factor

The emphasis on rich media in conjunction with the location insights NinthDecimal is also worth noting.

For one thing, rich media, which tends to include moving graphics and sound, can also be “dynamic” — that is, they can be seen to resonate (or fail to) with consumers in real-time, allowing marketers and their agencies and platform partners to update the messaging and delivery on the fly.

When asked how much of a factor the tools associated rich media were in generating the 47 percent lift in traffic at RaceTrac, a NinthDecimal representative said “rich media offers dynamic messaging that corresponds to several live variables during the flight of an ad, changing (in real time) creative to reflect those conditions.

“In this instance, identifying the nearest RaceTrac location for users based on their current location creates a unique experience,” the NinthDecimal rep added. “Removing the hurdle and extra step of having a user search for a location by inserting a real-time map in the unit itself, certainly provides high level of value that a standard banner may not have the ability to offer.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.