PetSmart Charities® Uses GroundTruth’s Location Tech to Help Drive Pet Adoptions in 2018

GroundTruth’s Location for Good contributes to a 12 percent increase in adoptions this year

NEW YORK, November 1, 2018—GroundTruth, the leading location platform that leverages data and insights to drive business performance, has teamed up with PetSmart Charities, the leading funder of animal welfare in North America, to drive mobile users and potential adopters in-store this year. The partnership is a part of GroundTruth’s Location for Good program, a philanthropic initiative, in which the company donates media campaigns to generate awareness and action for nonprofits.

Since the partnership began in early 2018, GroundTruth has supported all of Petsmart Charities National Adoption weekend events and ran a seasonal campaign through spring and summer to support kitten and cat adoptions, in which GroundTruth was the sole media partner. Currently, adoptions for PetSmart Charities are up 12 percent this year. GroundTruth’s commitment to driving strong engagement and increased visits for the campaign is already full steam ahead with a final push slated around their November 9-11 event.

“Thanks to nearly 4,000 animal welfare organizations and pet lovers around the country, we’ve helped save over 8 million pets through adoption. Each year it becomes increasingly more important to keep up this momentum,” said Suzi Berrios, director of charities, customer experience, at PetSmart Charities. “Partners like GroundTruth, who donate their technology, allow us to reach our most engaged mobile audiences and then measure if their efforts resulted in a store visit. In the end, the goal is always to reach our most important objective: to help pets in need find their lifelong, loving home.”

GroundTruth used its location targeting capabilities around PetSmart locations during key adoption periods to drive over 110,000 visits to their brick-and-mortar locations. The kitten and cat initiative alone drew over 65,000 visits in-store and the September National Adoption Weekend saw a total of 32,159 pet adoptions, making it the most successful weekend for PetSmart Charities. Additionally, the top five states where GroundTruth drove the most visits were also the top five states with the most adoptions. For the February campaign, Texas saw the highest correlation, with 3,029 adoptions recorded and 2,241 visits driven by the location platform company.

“GroundTruth is proud to support PetSmart Charities, whose work has placed a number of homeless pets into forever homes,” said Eric Hadley, CMO of GroundTruth. “As a media partner, we’ve been able to provide our scale and media reach to increase and then measure visits to PetSmart locations around key adoption months. Driving awareness and online engagement is one thing, but driving an offline action for the nonprofits we partner with is of the utmost importance to us.”

In addition to real-time location targeting around PetSmart locations, GroundTruth used its first-party audience data and targeting to connect with PetSmart’s most valued customers. GroundTruth adjusted its targeting with each campaign, tailoring tactics to reach the most likely pet adopters. It also created a “Charitable Audience” that accounted for 73 percent of visits in May.

The collaboration with PetSmart Charities is the latest of GroundTruth’s growing investment in its Location for Good initiatives that highlight the accuracy and large-scale application of location technology in engaging audiences for a social cause. Since its formation after the devastating impact of the Nepal earthquake in 2015, Location for Good has driven significant results for organizations through the use of pro-bono media impressions, including the Federation of Internet Alerts (FIA) which supports causes like the rapid distribution of AMBER Alerts. Location for Good has also supported campaigns with American Red Cross, Goodwill, Movember, Thrive Market and The Ad Council.

About GroundTruth

GroundTruth is the leading location platform that leverages data and insights to drive business performance. Using its proprietary Blueprints technology, GroundTruth is able to learn about mobile users and reach them at the right place and right time, ultimately helping companies inform their marketing decisions, increase sales, and grow their businesses. Through its data foundation, GroundTruth sees 2 out of 3 smartphone users in the U.S. and more than 30 billion physical visits annually across 21 countries globally. Learn more: www.groundtruth.com

About PetSmart Charities®

PetSmart Charities, Inc. is committed to finding lifelong, loving homes for all pets by supporting programs and thought leadership that bring people and pets together. Through its in-store adoption program in all PetSmart® stores across the U.S. and Puerto Rico, PetSmart Charities helps to find forever homes and families for more than 500,000 shelter pets each year. PetSmart Charities also provides grant funding to nonprofits aligned with its mission under four key areas of support: Preventing Pet Homelessness; Helping Shelter Pets Thrive; Supporting the Bond Between People and Pets and Providing Emergency Relief and Disaster Support. Each year, millions of generous PetSmart shoppers help pets in need by donating to PetSmart Charities using the PIN pads at checkout registers inside PetSmart stores. In turn, PetSmart Charities efficiently uses more than 90 cents of every dollar donated to fulfill its role as the leading funder of animal welfare in North America, granting almost $340 million since its inception in 1994. Independent from PetSmart Inc., PetSmart Charities is a 501(c)(3) organization that has received the Four-Star Rating from Charity Navigator, a third-party organization that reports on the effectiveness, accountability and transparency of nonprofits, for the past 15 years in a row – placing it among the top one percent of charities rated by this organization. To learn more visit www.petsmartcharities.org.


Jessica Meyers

Sunshine Sachs on behalf of GroundTruth
Katharine Sargent

24-Hour PetSmart Charities
Media Line:  623-587-2177