While sales and brand lift are the ultimate goals, engagement lift measures the immediate impact of the ad and how it influences a consumer's behavior and interaction with the product in the store.

Engagement lift from an in-store digital screen can be significant because the medium is designed to be dynamic and interactive. Unlike a static sign, a digital screen can use motion, sound, and even interactive elements to draw a shopper in.

 

What is an "Engagement Lift"?

 

Engagement lift isn't a single metric but a combination of key performance indicators (KPIs) that prove the ad is capturing attention and driving interaction. An advertiser can expect to see a lift in a number of these areas:
 

• Dwell Time: This is the time a shopper spends in the direct vicinity of the ad or product display. Screens with compelling video or rich information can increase dwell time, giving the consumer more time to consider the product.

• Impression Rate: This is a fundamental metric that measures the number of times the ad is viewed. Screens placed in high-traffic areas or at key decision points (like end-caps or the checkout line) will naturally have a high impression rate, which is the first step to engagement.

• Interaction Rate (for interactive screens): If the screen has a touchscreen or a QR code, the interaction rate is a direct measure of engagement. A successful campaign can see a significant lift in the number of QR code scans, leading to app downloads, product information pages, or special offers. For example, a campaign could offer a 10% off coupon for scanning the QR code, providing a clear and trackable engagement metric.

• Foot Traffic: In-store screens can be used to direct shoppers to a specific aisle or product location, increasing foot traffic to a particular area of the store. By analyzing foot traffic patterns with sensors or in-store analytics, advertisers can see a measurable lift in the number of people who visit their product's aisle.

• Social Media Mentions: An innovative or memorable in-store campaign can lead to a lift in social media engagement. An ad that encourages shoppers to use a specific hashtag or take a picture with a branded display can result in user-generated content, which is a powerful form of engagement.

 

Why In-Store Screens Drive Engagement Lift

 

• The Power of Motion: Humans are hardwired to notice motion. In a static environment like a grocery aisle, a digital screen with a dynamic video or animation immediately draws the eye, capturing initial engagement.

• Bridging Online and Offline: The inclusion of QR codes or specific URLs on the digital screen allows for a seamless transition from the physical world to the digital. This is a crucial function for modern retail media, as it allows brands to extend the in-store experience and capture consumer data.

• Real-Time Contextual Content: The ability to serve different ads based on the time of day, weather, or inventory levels allows for highly relevant and engaging content. For example, a screen could show an ad for ice cream on a hot day or a flash sale announcement when a product is overstocked, creating a sense of urgency and interaction.

• Gamification: Some of the most successful engagement campaigns use gamification. An in-store screen could host a mini-game, a trivia contest, or a digital "spin-to-win" wheel, all of which are designed to increase a consumer's engagement and time spent with the brand.
   

While a sales lift is the ultimate goal, a strong engagement lift is a leading indicator of a successful campaign. It shows that the ad is not just being seen, but it's making a connection with the consumer and driving them to take an action, whether that's scanning a code, dwelling on a product, or simply paying more attention to the brand.

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