Drive-to-Store (Mobile-to-Store)

In mobile advertising, Drive-to-Store refers to a marketing strategy aimed at converting online interactions into physical store visits. This concept seeks to link digital campaigns to traffic and real purchases. It combines, among other things, personalized targeting and geolocation to optimize digital advertising investments by precisely measuring a campaign’s impact on store traffic. CESP, in collaboration with MMAF/Alliance Digitale, has established a certification for Drive-to-Store solutions. In operation for several years, it certifies on a quarterly cycle the relevance of targeting individuals (Right People), attribution to a visited store (Right Place), and compliance with campaign briefs. In addition to this certification, five industry players (Vectaury, Retency, Capital Data, Kairos Fire, and Smart Traffik) submitted their solutions for a CESP audit, particularly on the aspect of advertising effectiveness measurement.