In addition, Locala delivered 470,000 impressions to users passing by the OOH facilities or in the vicinity of selected retailers. The call-to-action of the in-app banner was clear and engaging: it invited users to click to find out where to pick up the brand's mini-branded product. The simple click, in fact, landed the user on an interactive map, guiding them to the nearest retailer relative to their location in real time.

The results of the campaign were considerable: the custom OOH network generated 36 mln contacts and a Reach on residents of the City of Milan of 93%. The mobile campaign, on the other hand, recorded a visit rate of 0.2% on users exposed to mobile media only, 0.3% on users exposed to OOH media only, and a rate of 1.5% when analysing the visit rate of users exposed to both OOH and Mobile.

This is proof that the two media worked extremely synergistically, generating 4.5x the visit result that would have been achieved by planning OOH alone and 6.2x that achieved with mobile alone.

It should be added, moreover, that the OOH spaces with the highest demand for mobile impressions were also those that had shown a high target affinity index in Adsquare Planner, demonstrating the effectiveness of the analyses made in the planning phase.