Visit Study

Objective

Rita’s Italian Ice leveraged out-of-home (OOH) to drive increased store traffic to its retail locations across the Philadelphia DMA during the peak summer season by promoting new seasonal flavors and Rita’s 40th anniversary.

Solutions

In order to capitalize on impulse purchases, Clear Channel Outdoor (CCO) launched a proximity-based OOH campaign using a variety of printed and digital out-of-home (DOOH) displays within a half-mile radius of Rita’s retail locations. CCO then leveraged RADARView to reach families with children and ice-cream lovers across the market.

Results

The targeted OOH campaign led to a significant increase in store traffic to Rita’s locations across the Philadelphia market. In addition, the campaign earned Silver in the OAAA 2024 Media Plan Awards. This award recognizes campaigns that combine strategic media planning with inspiring creativity to elevate the OOH industry.

48% lift in store visits

The OOH campaign focused on reaching families with children and ice cream lovers—audiences most likely to crave a spontaneous treat. By aligning the message with the right consumers, the RADARProof study found a 48% increase in Rita’s visits among those exposed to the campaign compared to those who were not.

53% of Rita's visits occurred within one day of exposure to OOH media

The campaign was designed to capture the attention of impulse buyers—and it worked. Over half of Rita’s visits happened within a day of consumers seeing an OOH ad, highlighting OOH’s power to drive immediate, in-the-moment decisions.

Repeat exposure led to higher visit rates

Leveraging CCO RADAR solutions, we used aggregated and/or anonymous mobile location data in a privacy-compliant manner, to identify consumers exposed to the OOH campaign. Once exposed audiences visited a Rita’s store, our data team analyzed their behavior to look at frequency of exposure to OOH, visitation, and distance traveled. Research shows that higher exposure to OOH ads correlates with increased consumer action. Specifically, individuals exposed to an OOH ad 14 or more times are nearly 3x times more likely to visit a Rita’s store, than those who are exposed once.

^{Source: Cuebiq, June 2024 |  Lift confidence level: 90%}