From clicks to footsteps: Bridging online intent with offline action

Every day, millions of consumers make their intent known through online searches: “nearest coffee shop,” “best gifts for dad,” or “affordable electric vehicles.” Yet, for advertisers, the real challenge lies in translating those clicks into measurable offline actions. Captify’s search intelligence and Adsquare’s location intelligence offer a seamless way to connect onsite search behaviour with real-world outcomes, driving meaningful engagement and in-store visits.

How onsite search meets movement data

Captify’s vast amount of search data offers insight into consumer intent based on what they are actively searching for across the open web, while movement and spatial data reveals how and where they spend their time in the physical world. Together, these datasets allow advertisers to identify, engage, and convert high-intent audiences at scale.

Here’s how this works:

• Sports retailer: A sports apparel brand promoting seasonal discounts can identify users searching for running gear and serve them personalised ads when they visit districts near their locations.
• Automotive: An electric car brand can target users searching for electric vehicles and alternative vehicles and engage them with geo-targeted offers when they’re near a competitor’s dealership.

Key advantages for advertisers

• Precision targeting: Pinpoint high-value consumers based on real-time intent signals and location context
• Improved ROI: Avoid wasted impressions by focusing on users most likely to convert, whether online or in-store.
• Measurable outcomes: Track the full customer journey, from the search query to in-store visit

Connecting the (behavioural) dots: Understanding campaign impact

One of the greatest challenges in programmatic advertising is determining which digital actions influenced the consumer’s path to purchase. Adsquare Measurement addresses this by providing the precise data to link online behaviours (e.g., searches) with offline actions (e.g., visits):

• Path-to-purchase analysis: Understand how your campaigns guide consumers to physical locations directly in your DSP of choice.
• Incremental lift: Measure the impact of campaigns by comparing exposed and non-exposed audiences.
• Real-time adjustments: Use real-time data to adjust bidding, targeting, or creative based on what’s working.

Conclusion: Turning data into real-world results

In a landscape where measurable outcomes define success, the integration of Captify’s powerful search-intent data into Adsquare’s platform delivers the clarity and precision advertisers need to make smarter, data-driven decisions. With Adsquare’s Activation solution, users can seamlessly build high-intent audience segments leveraging Captify search intelligence and activate them in their DSP of choice, ensuring campaigns reach the right consumers at the right time.

To complete the loop, Adsquare’s Measurement solution enables advertisers to track store visits directly within their DSP, providing a direct link between ad exposure and real-world impact. By leveraging these datasets and tools, brands can continuously refine their targeting, optimise performance, and drive repeatable success. Now is the time to bridge the gap between clicks and footsteps—turning insight into action and staying ahead in the evolving programmatic landscape.

Ready to turn intent into action? Let’s talk: