Industry
Retail
Challenge
Kmart, with agencies UM and Kinesso, ran cross-media campaigns across linear TV, BVOD and YouTube — but three siloed, self-reported measurement systems couldn't show whether that spend was reaching incremental audiences or just duplicating exposure, let alone whether it moved people into stores.
Results
Beatgrid's single-source ACR measurement delivered one de-duplicated view across channels — attributing 105K incremental store visits per week and revealing that YouTube drove the most efficient footfall lift despite the lowest reach.
Key Product
FOOTFALLBEAT
Both channels tilted very, very closely to the Beatgrid numbers. We could directly measure the uplift in real time, specifically broken down for each channel.
About Kmart
Kmart is one of Australia and New Zealand's most iconic retail brands. Since opening its first store in 1969, it has become a staple in over 90% of Australian homes through its everyday low price promise. As a locally grown, design-led retailer that owns its entire supply chain — from design to distribution under its own Anko brand — Kmart keeps prices low without compromising quality. Today it operates 450+ stores, serves 7 million+ customers weekly, and is part of Wesfarmers, one of Australia's largest listed companies.From Media Estimates To Proven Footfall Outcomes
How Kmart, UM, and Kinesso Used Beatgrid single-source measurement (cross-platform exposure + retail visitation) To Prove Cross-Media Impact On In-Store Visits
The Challenge
Kmart, working with agency UM and IPG’s Kinesso, needed to know whether its cross-media investment — spanning linear TV, BVOD and YouTube — was reaching incremental audiences, or simply duplicating exposure across three siloed measurement systems.
Traditional approaches — platform-reported impressions, OTS, and single-channel brand studies — couldn’t answer the questions that mattered:
- How much reach across TV, BVOD and YouTube was overlapping versus incremental
- Whether exposure was translating into real brand lift, not just recall
- Whether any of it was actually moving people into stores
Without a unified, deterministic view, Kmart, UM and Kinesso were reconciling three separate self-reported datasets — none of which could speak to each other, and none of which could be checked against footfall.
Main Objectives
- Quantify cross-media reach and frequency across TV, BVOD and YouTube
- Measure incremental reach and identify audience overlap between channels
- Assess brand lift across awareness, consideration, purchase intent and advocacy
- Attribute in-store footfall to specific ad exposure, at store level, across the retail network
The Beatgrid Solution
Kmart partnered with Beatgrid to run a single-source, cross-media ad exposure & retail footfall measurement study using Beatgrid’s ACR-powered panel, measuring the same person.
- Measurement period: 27 March – 29 May 2023
- 1,097 respondents surveyed, with exposure classified deterministically — not by self-reported recall
- Footfall tracked via geolocation across 296 Kmart stores (209 large, 45 medium, 42 small)
- Exposure, brand outcome and footfall data unified within a single measurement framework — no stitching required across siloed platform reports
The Results
1. Reach & Frequency Across Channels
- Campaign reached 71% of people aged 18-69, at 11.2x cumulative frequency
- Linear TV delivered the most reach (49.55% cumulative) and the highest cumulative frequency (13.10x)
- TV carried the highest exclusive reach (57%); BVOD had the lowest (23.55%) — the most duplicated channel in the mix
- BVOD & TV overlap was the single largest duplication pocket: +11.51% of the audience (1.97M people) exposed to both
What this means: Not all reach is equal. The channel delivering the most volume also carried the most overlap relative to its exposure — shifting the allocation conversation from how much reach a channel delivers to how much of it is actually incremental.
2. Brand Lift By Channel
- BVOD significantly lifted Unaided Awareness (39% control vs. 46% exposed)
- Exposure to any channel drove Advertising Awareness and In-Store Purchase Intent
- YouTube uniquely lifted Online Purchase Intent (32% vs. 46%) and drove the strongest In-Store Purchase Intent shift (57% vs. 72%)
- Brand metrics showed almost no correlation with actual store visitation — only In-Store Purchase Intent showed a weak association (r = 0.228)
What this means: Stated intent and actual behaviour diverge. Brand lift alone doesn’t reliably predict footfall — measuring both on the same panel is what lets Kmart see the gap, rather than assume it away.
3. Retail Attribution
- 105K incremental average visitor trips per week were attributed to the campaign, on a 7-day lookback window
- TV drove the highest absolute conversion (+83K weekly visitors) but the lowest lift rate of the three channels (+2.3%)
- YouTube, despite the lowest reach, delivered the highest conversion rate lift (+4.85%) — the most efficient channel per exposure
- BVOD landed in between, at +2.91% lift
What this means: Reach and efficiency are not the same thing. The channel with the smallest footprint drove the strongest per-exposure return on footfall.
The Outcome
- Validated that cross-media brand investment translated into 105K incremental store visits per week
- Identified exactly where reach was duplicated versus incremental across TV, BVOD and YouTube — a de-duplicated view no single platform report can produce on its own
- Surfaced that brand metrics alone would have misdirected investment decisions, absent footfall as the ground-truth outcome
- Gave Kmart, UM and Kinesso one deterministic dataset to reconcile channel-level performance, replacing three separate, siloed views
Why it Matters
In a fragmented cross-media landscape, platform-reported reach and stated purchase intent tell an incomplete story on their own. Overlap goes undetected. Intent doesn’t guarantee a store visit.
With single-source, person-level measurement, Kmart could see — not estimate — which channels drove unique reach, which drove brand lift, and which actually moved people into stores.
And ultimately, prove what actually drove the visit.
