Agency BSSP took advantage of the opportunity to target users in and around Columbia Sportswear retailers offering the Omni-Heat jacket line by providing a location-aware message and special offer. Complementing the dynamic, localised ad experience was a custom landing page providing interested consumers with contact details as well as map and driving directions specific to their nearest shop location.
Due to its optimal location relevance and user-intuitive landing page details, this campaign saw a CTR 52% greater than industry average. The most insightful results were seen post-click, however. Localised driving directions and additional product details about Columbia’s Omni-Heat jacket were the highest secondary actions, demonstrating clear interest in visiting a brick and mortar location to test drive the products in person. The success of this campaign is yet another reminder that when user demand for locally-relevant ad content is met, advertisers benefit.
Juli Johnson, Associate Media Director, BSSPMore Case Studies