Last week, GroundTruth released our Digital Out-of-Home channel, unlocking outdoor advertising in GroundTruth Ads Manager. With this new channel, we’re making out-of-home advertising fully measurable with foot traffic and in-store visit attribution. Available programmatically, GroundTruth DOOH is easily integrated with omnichannel campaigns across CTV, digital Audio & Podcasting.
The value of DOOH isn’t hypothetical. Out-of-home has always been regarded as a powerful top-of-funnel tool. GroundTruth’s DOOH channel takes outdoor advertising to the next level, making DOOH fully accountable and more impactful across the funnel.
How? belVita’s Mobile and DOOH omnichannel campaign with GroundTruth has the answers.
belVita Proved the Power of DOOH
The premise of belVita’s campaign was simple enough: drive awareness and sales of belVita’s iconic breakfast biscuits at Target, positioning the brand as the perfect coffee companion for National Coffee Day.
The tools at their disposal: GroundTruth’s location and audience targeting, our Mobile channel, and DOOH.
The results: $476k in carted dollars and 221k proven in-store visits at a cost of $0.22/Visit.
belVita's Strategy
belVita blended Mobile and DOOH from the start of their campaign, using multiple variations of their ad creative. Customers could click the ads on Mobile devices to directly purchase belVita products via Target’s site, but the journey to generating each sale wasn’t on Mobile alone.
With GroundTruth’s programmatic DOOH channel, belVita was able to location-target their DOOH ads to high-value areas where Target shoppers were likely to be, including specific neighborhoods and retail areas. These ads proved remarkably effective in increasing the number of in-store shoppers. In fact, states exposed to belVita’s DOOH ads (New York, California, Illinois, and Texas) demonstrated a higher visitation rate than states without them.
This strategy worked flawlessly in conjunction with their Mobile location targeting strategy. Using GroundTruth’s On-Premise targeting for Mobile devices, belVita captured shoppers’ attention when purchase intent was at its highest: once they were actually in-store.
That’s a perfect example of the power of a full-funnel omnichannel approach. DOOH ads drove awareness and increased foot traffic, and then Mobile ads simplified the purchase and delivered targeted messaging at the exact right moment.
How GroundTruth’s Measurable DOOH Can Power Your Full Funnel
GroundTruth’s approach to DOOH differs in 3 key ways that make it a uniquely powerful digital advertising tool.
- Our DOOH channel is fully measurable. Using the same technology that powers all our media channels, we can connect a consumer’s DOOH ad exposure to a real-world visit to your store, giving you a clear view of in-store visit attribution.
- Our DOOH channel allows for retargeting across channels. We map every DOOH ad view to the consumer’s device. This powerful capability unlocks a new, brand-aware audience that you can retarget across Mobile, CTV, Digital Audio & Podcasts, and Desktop.
- Our DOOH channel is omnichannel ready, with direct integration across every channel available in GroundTruth Ads Manager. As belVita proved, DOOH is a remarkably powerful omnichannel tool. It opens your top-of-funnel beyond digital marketing, effectively bringing real-world audiences into your digital advertising ecosystem. That means your target audience will see your brand’s ads in the real world with DOOH, while they watch their favorite shows on CTV, when they’re in the car listening to their favorite podcast, then finally when they’re using their mobile devices in-store as a shopping assistant.
That’s what our DOOH channel brings to the table. A massive leap in serving your ads to real-world audiences and driving real business results. What’s more, setting up your campaign is remarkably simple. Check out our blog on how to set up your DOOH campaign, complete with foot traffic attribution.
Ready to Get Started?
GroundTruth’s Digital Out-of-Home channel is poised to transform the world of digital advertising. To learn more about our DOOH channel, reach out to GroundTruth today.
Ready to launch your own DOOH campaign? 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.
