Desired insights on DTS measurement in Italy 2018

This graph shows the result of a survey about the desired insights regarding the measurement of DTS (Drive-to-Store) advertising in Italy in 2018. According to data, the largest group of respondents (36 percent) wished to count the number of in-store visits related to drive-to-store campaigns. Similarly, 24 percent of interviewees aimed to know the number of incremental in-store visits, whereas 20 percent would analyze the amount of revenues generated by the DTS advertising.

Desired insights regarding measurement of DTS (Drive-to-Store) advertising in Italy in 2018

Characteristic	Share of respondents
Reach	2%
Impressions	2%
Viewability	4%
CTR (Click-through-rate)	6%
Visitor profiles (socio-demo insights)	6%
Revenue generated	20%
Number of incremental in-store visits	24%
Number of in-store visits	36%

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Release date

June 2019

More information

Region

Italy

Survey time period

2018

Number of respondents

400*

Supplementary notes

The source adds the following information: "For the further segmentation in this study, IHS Markit commissioned 400 interviews with retail businesses of varying sizes to understand their usage and awareness of drive-to-store advertising. This was supported by further research with agency contacts and applying detailed IHS Markit retail industry economic data to create a forecast model for drive-to-store advertising spend by industry by country for each retail segment."

* In the U.S., France, Canada, Belgium, Spain, UK, Italy and Singapore.

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