French advertisers seek better metrics for drive-to-store campaign effectiveness

A study by Bonial involving 113 drive-to-store advertisers in France reveals that 81% of respondents believe advertising reach is an insufficient metric for evaluating media campaign effectiveness. Advertisers are increasingly prioritizing business-centric indicators, such as store visits (69%), incremental traffic (48%), and in-store turnover (37%) and sales (36%).

However, significant challenges remain regarding attribution methodologies. Approximately 82% of advertisers report major variations depending on the method used, and 54% consider current methodologies to be insufficiently robust. These difficulties impact investment decisions, with 52% of advertisers stating they cannot effectively allocate funds based on store-level KPIs.

In the context of retail media, Digital Out-of-Home (DOOH) screens in stores are becoming a standard tool for brand visibility and 'stopping power.' Yet, these tools face structural measurement limitations due to GDPR constraints, which prevent individual identification. While effective for media-based communication, these screens often struggle to address specific shopper needs, such as product discovery or information retrieval, as their performance measurement remains largely an approximation.