Our proprietary technology, Blueprints, is a massive part of what makes GroundTruth Ads Manager such a powerful results-driver. It’s how we measure and prove visits, how we track Digital Out-of-Home views, and how we enable on-premise targeting to give that final point of purchase push.
But how does it work? And what makes this approach different?
Let’s do a quick breakdown on what makes GroundTruth’s Blueprints technology tick and how it powers high-performance marketing campaigns across industries.
What are Blueprints?
Simply put, GroundTruth’s Blueprints are polygons drawn to form boundaries around specific points of interest, created by tracing areas and buildings based on satellite and street view images. After being created, every Blueprint is verified using a selection of trusted location sources.
Each Blueprint has three layers:
- The In-Store layer (Green) maps the physical walls of the business.
- The On-Lot layer (Orange) extends In-Store boundaries to include the parking lot surrounding the business.
- The Retail Block layer (Red) includes the entire surrounding retail area.
Additionally, we capture key business details, including business name, address, phone number, brand name, office/store hours, and more. These details help us ensure that visits are properly attributed (for example, someone who tries to stop by the store after-hours wouldn’t count as one of your attributed visits).
What makes Blueprints special?
Blueprints are so much more just vectors drawn around buildings. They’re the foundation of GroundTruth’s foot traffic attribution, real-time location targeting, and Digital Out-of-Home ad view verification, even helping power cross-channel retargeting.
Every Visit, Verified
GroundTruth’s Blueprints ensures we only count a visit when one occurs, no guesswork required. Unlike traditional radial geofences, which measure visits with up to 75% inaccuracy, Blueprints only covers the specific boundaries of a given location, as seen below. When a mobile device carried by someone who has seen your ad crosses into a Blueprinted location, that’s a visit. By tracking visits this way, we’re also able to build better-performing audiences, deliver critical insights, and measure real campaign results with complete accuracy.
Targeting your audience in real-time
We’re not content to just track a visit and call it a day. Blueprints also enables two critical targeting capabilities available in GroundTruth Ads Manager: On-Premise Targeting and Proximity Targeting. With On-Premise Targeting, you can reach your audience when they are within the nearby retail block of a targeted business, in the surrounding parking lot, or even when they’re in-store, delivering Mobile ads while your audience is actually shopping and their purchase intent is highest. Proximity Targeting allows you to reach people when they’re nearby your target location, increasing foot traffic to your business.
See when your Digital Out-of-Home ads gets seen
Blueprints isn’t even just for specific buildings. We also use our Blueprints technology to map out viewsheds of many of the Digital Out-of-Home displays available to GroundTruth customers, then count views when mobile devices passes into the viewshed of a DOOH display for the appropriate amount of time, so you can see how many actual impressions your ad gets. Taking it a step further, you can then retarget your DOOH ad views across our other channels. That means if someone sees your ad on the street, you can follow up with ads on CTV, Mobile, and Desktop.
Cross-Channel Retargeting
The benefit of GroundTruth’s powerful collection of digital channels? You can reach your audience in everyday life on the devices they use most. In addition to retargeting people who saw your DOOH ads, you can retarget people who visited key locations, driving engagement across channels. For example, the Southeast South Dakota Tourism Association targeted attendees of the College Baseball World Series with On-Premise Mobile ads while they were in Blueprinted locations watching games, then retargeted the same attendees with ads on CTV to drive visits. The results? Over 7,500 visits, all measured in GroundTruth Ads Manager.
What can Blueprints do for you?
Whether in the form of visit tracking, real-time targeting, DOOH campaigns with accurate impression measurement, or location-based retargeting, any and every GroundTruth customer can experience the power of Blueprints. All you have to do is launch a campaign. Need your business or any other location Blueprinted? Just reach out to us, and we’ll Blueprint your location.
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. To learn more about Blueprints, check out our detailed Help Center article.
