Adsquare

Michael Kors runs data-driven DOOH campaign

Michael Kors partnered with British agency MOBSTA and Demand-Side Platform StackAdapt to run a data-driven Digital Out-of-Home (DOOH) campaign in Germany during the pre-Christmas period to boost visibility for its jewellery collection. The campaign targeted high-traffic premium locations (airports, luxury shopping centres, major shopping streets) and delivered 14.5 million impressions while achieving an average CPM roughly 20% below market average. StackAdapt’s creative team produced video and static ads with QR codes; measurement was performed via a Brand-Lift analysis conducted with technology partner AdSquare that used nearby device IDs to evaluate changes in brand perception. Reported Brand-Lift results included a 39% uplift in Berlin and 13% in Hamburg. The case study concludes the campaign met planned reach, efficiency and brand metrics within budget.

The Outcomes Era: Tying Media Spend to Real Outcomes

Tom Laband of Adsquare argues the advertising industry is in an "outcomes era" where every marketing investment — brand or performance — must prove commercial impact. Performance measurement matured through affiliate marketing, CPC and programmatic systems, while brand activity historically relied on soft proxies; that distinction is collapsing as CFOs demand hard KPIs. Measurement is being complicated by signal erosion from GDPR, Apple’s App Tracking Transparency and the decline of third-party cookies. Partial fixes include clean rooms, CDPs, MMM and retail media (which embeds purchase outcomes in inventory), but most transactions still occur offline. Laband identifies the online-to-offline measurement gap as the key frontier and highlights AI-driven predictive audience models and synthetic control experiments as next steps to connect media dollars to real-world business outcomes.

NIQ Expands GeoPurchase Audiences to Four Countries

NIQ announced the international expansion of its GeoPurchase audiences into Poland, Belgium, Mexico and Indonesia, extending its purchase-based, geo-targeted audience product into new markets. The offering helps marketers target geographic areas with high purchase propensity for specific FMCG categories, brands or sub-brands by leveraging retailer-sourced purchase signals. NIQ says GeoPurchase syndicated audiences are available through platforms including The Trade Desk, Cadent and AdSquare, and that the product is now offered across 11 countries with custom audiences in 28 markets. Maureen Stapleton, NIQ’s Global Commercial Leader for the Media Division, highlighted the capability as a way to turn local demand signals into actionable media activation and measurement.