MediaMarkt Black Friday: Driving 33% Store Visit Lift with Deterministic Footfall Measurement
Campaign Overview
During the highly competitive Black Friday period (11–30 November), MediaMarkt partnered with Black C Media to transform digital engagement into measurable physical store visits across Turkey.
The campaign was designed not only to generate reach and engagement, but to prove real-world impact through deterministic footfall measurement and control vs. exposed analysis.
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Objectives
The core objective was to convert mobile digital touchpoints into physical store traffic during peak discount competition.
The campaign aimed to:
- Achieve high reach and visibility during Black Friday
- Capture high-intent mobile users near MediaMarkt locations
- Drive online-to-offline conversion
- Prove measurable store visit uplift through footfall attribution
- Evaluate performance beyond online KPIs
Targeting Strategy
The campaign was structured around all MediaMarkt physical store locations in Turkey.
Targeting included:
- Geolocation-based targeting using store coordinates
- Mobile proximity targeting near store locations
- Users with high in-store shopping propensity during Black Friday
- Deterministic footfall measurement tied directly to store locations
This allowed direct measurement of Online Exposure → Offline Visit impact.
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Online Performance
Display Performance
- Impressions: 2,142,863
- Clicks: 5,782
- CTR: 0.27% (above retail benchmark of 0.22%)
The banner format delivered consistent visibility and stable engagement throughout the campaign period.
Video Performance
Video emerged as the strongest performing channel:
- Impressions: 991,643
- Clicks: 48,287
- CTR: 4.87%
- Video Completion Rate (VCR): 94.21%
The VCR significantly exceeded the 70% benchmark, demonstrating strong creative resonance and message consumption.
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Footfall & Attribution Results
The campaign delivered a measurable and statistically validated store visit uplift.
Video Attribution Results
- Attribution Lift Index: 32.97%
- Exposed Footfall Rate: 1.359%
- Control Footfall Rate: 1.022%
- Total Attributed Store Visits: 3,612
Users exposed to the campaign visited stores 32% more than the control group.
Display Attribution Results
- Attribution Lift Index: 27.70%
- Exposed Footfall Rate: 0.461%
- Control Footfall Rate: 0.361%
- Total Attributed Store Visits: 3,218
Both formats demonstrated incremental lift between 27–33%.
Overall uplift during campaign period:
+32.9% lift (Exposed vs Control)
+6,830 incremental store visits
Behavioral Insights
- A significant portion of exposed users visited stores within the first 72 hours.
- Weekday and specific time-slot concentration indicated timing sensitivity.
- The 36–45 age segment and professional audiences showed stronger store visitation behavior.
- Video served as the primary driver of high-attention engagement leading to store visits.
Key Learnings
- Video should remain the primary impact format given its high VCR and attribution lift.
- Location-based budget optimization can further improve performance at city/store level.
- Frequency and creative variations should be increased for high-performing demographic segments.
- Media delivery should align with peak footfall timing patterns.
Conclusion
This campaign demonstrated that mobile-first targeting combined with deterministic footfall measurement can deliver measurable offline impact during peak retail periods.
Black C Media’s omnichannel architecture successfully increased MediaMarkt’s physical store visits by 27–33% compared to control groups.
More importantly, it proved that digital exposure, when scientifically measured, can directly influence real-world consumer behavior.
