What do you get when you combine a great brand, a performance media channel, hyperlocal targeting, and predictive AI audience targeting? Based on Miami Grill’s recent campaign launched in partnership with GroundTruth, the answer is obvious: serious results.
How serious?
The Headline Results
+6.7k In-Store Visits
2x Visit Rate vs. baseline
3x CTR vs. baseline
Outcomes like this don’t happen by coincidence. It takes a unique blend of vision, planning, and the right solutions to create bottom-line impact, and Miami Grill’s campaigns proved to be just that.
How GroundTruth and Miami Grill’s Teamup Won
In their crowded QSR market, Miami Grill was looking for ways to convert local awareness into real-world visits to drive sales of several limited-time offers (LTOs), all while maintaining budgetary efficiency.
They needed campaigns that would reach the right people, in the right place, at the right time, then scale. With Dynamic Intent Prediction, they found it.
Miami Grill set up campaigns to run on Mobile, a channel that excels at both reach and timeliness. Their ads focused on several LTO’s and leveraged “Tap-to-Map’ dynamic creative that guided consumers directly to the nearest restaurant when clicked.
These action-oriented ads were then served up to audiences predicted to dine out. Miami Grill utilized one of GroundTruth’s proprietary Dynamic Intent Predictive Audiences, In-market QSR Diners – next 24-48 hrs. With this audience, Miami Grill was able to target consumers predicted by ZeroToOne.AI’s Large Behavior Model to purchase food from a QSR in the next 1-2 days. These high-intent consumers were the perfect target for Miami Grill’s creative, which leveraged timely offers and dynamic mapping to nearby locations to make driving a real-world visit as seamless and simple as possible.
But our predictive audiences went a few steps further than simply enabling Miami Grill to target people more likely to stop by their restaurants.
The Predictive Bonus
While our Dynamic Intent Predictive Audiences enable brands like Miami Grill to target based on future purchase propensity rather than past behaviors alone, they also provide a big boost to scale. Dynamic Intent Predictive Audiences contain considerably more consumers than the average audience, all of which are more than 90% likely to act. But as any marketer with a set ad budget knows, more targetable consumers alone isn’t enough to drive more results. It does, however, allow brands like Miami Grill to target key locations with even greater precision.
Miami Grill layered GroundTruth’s Retail Block and Proximity location targeting, narrowing the scope of their ads to specific locations near their restaurants. Because Dynamic Intent Predictive Audiences offer greater scale, Miami Grill was able to target hyperlocal areas while still reaching a large enough audience to maintain pace.
One of the key benefits of predictive audiences is how well they scale. Compared to non-predictive audiences, Dynamic Intent Predictive Audiences offer a much greater scale, giving marketers a large enough pool of consumers to use highly precise location parameters. For Miami Grill, that translated to hypertargeting their ads to focus on people in the immediate vicinity of the store.
What’s more, all Dynamic Intent Predictive Audiences refresh with new consumers every single day. For In-market QSR Diners – next 24-48 hrs, that means ZeroToOne.AI’s Large Behavior Model evaluates consumers included in the segment to ensure that they are indeed highly likely to dine in the next two days. This keeps Miami Grill’s target audience fresh, even as they remain hyperlocal.
Between the higher intent, easier hyperlocal targeting, and constant refresh, Miami Grill’s campaigns exceeded even their wildest expectations:
“Partnering with GroundTruth has given us a new level of precision. Their targeting capabilities and predictive audiences help us reach hungry diners at the exact right moment, translating directly into restaurant visits and transactions. This campaign proved that combining the right data with the right creative turns digital impressions into real business results.”
Lyle Cayce, Director of Marketing, Miami Grill
Miami Grill set out to run an efficient campaign that turned awareness into visits. With GroundTruth and Dynamic Intent Prediction, they got a whole lot more.
Launch with Dynamic Intent Prediction in Seconds.
Launching a campaign powered by predictive audience targeting is easy. All you have to do is choose one of our Dynamic Intent Predictive Audiences when building your campaign targeting, same as if you were to add any other audience. Or even better, let our new AI assistant, Terra, take your ideas and goals and transform them into a fully-built, ready-to-launch campaign in actual seconds.
So, give it a try for yourself. Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
