Client: Anonymized Retail Property Company
Services: Integrated Media Strategy, Paid Search, Paid Social, Programmatic, Video, CTV, OOH, Hispanic Media, Media Mix Modeling, Incrementality Testing
Overview and Challenges:
Anonymized Retail Property Company, a leading operator of open-air shopping centers, partnered with January Digital to modernize its dated approach to media to build a more sophisticated and integrated model. Historically, national and local media planning operated without a fully unified strategy, creating an opportunity to reduce waste, improve coordination across markets, and better understand how media contributes to in-person traffic.
January Digital integrated media planning and analysis across national, regional, and local markets while expanding the company’s media mix beyond its historical reliance on Paid Search. The team introduced a more brand-led, multichannel strategy spanning Meta, programmatic, TikTok, YouTube, CTV, radio, OOH, dOOH, Hispanic media, and high-visibility activations tied to moments including World Cup 2025, NASCAR, tourism markets, college RushTok, and annual Christmas tree lighting events. To move measurement beyond platform-reported metrics, January Digital also implemented monthly Media Mix Modeling (MMM) and always-on incrementality testing, creating a clearer view of which investments were driving business impact.
Goals:
- Modernize the company’s media strategy by integrating local, regional, and national planning.
- Implement advanced measurement to understand media’s incremental impact on store traffic.
- Use MMM and incrementality test findings to eliminate inefficient media investment and improve the effectiveness of the overall media mix.
- Expand beyond Paid Search into an integrated, brand media strategy.
- Create a scalable approach capable of supporting local markets, property acquisitions, and high-impact brand moments.
Our Work:
- Integrated Media Planning Across National and Local Markets:January Digital established the company’s first integrated media approach across local, regional, and national markets, managing local media across more than 40 DMAs and supporting four property acquisitions.
- Transformed the Media Mix Beyond Paid Search:The team evolved the company’s media strategy from primarily Paid Search into an integrated, brand-led media mix spanning TikTok, YouTube, CTV, radio, OOH, dOOH, and Hispanic media.
- Implemented Advanced Measurement to Prove Business Impact:
January Digital launched monthly MMMs and always-on incrementality testing to quantify media’s contribution to store traffic and identify where investment could scale. - Improved Video Buying Through Custom Technology:
January Digital built custom video-buying algorithms that improved business impact by 28% YoY in the MMM and helped drive increased video investment. - Activated High-Visibility Media Moments:
The team extended the strategy into cultural, tourism, and local-market opportunities, including World Cup 2025, NASCAR, tourism media, a WhatsApp Hispanic alpha, college RushTok, and annual Christmas tree lighting events.221% lift versus historical engagement benchmarks through the distributed creator ecosystem.
Results and Business impact:
- Drove 11% YoY revenue growth, including the company’s largest holiday on record.
- Increased media investment by 25% by proving its business impact through advanced measurement.
- Increased media-driven contribution to store traffic by 56%.
- Improved media cost per incremental store traffic by 26% through a more effective media mix.
- Improved paid social efficiency by 35% by shifting investment into upper-funnel tactics.
- Improved video efficiency by 28% through a stronger mix of tactics, premium inventory, and custom algorithm-driven targeting.
- Improved Meta efficiency by 47% by reducing wasted geographic and audience spend.
- Improved programmatic efficiency by 37% by reallocating investment away from low-value display.
