Earlier this week, GroundTruth added Digital Out-of-Home to the powerful array of media channels available in our platform. By bringing our precise targeting, omnichannel reach, and deterministic in-store visit attribution to DOOH, GroundTruth is taking attributable media results full-funnel.
And yes, that means proving when your DOOH ad actually drove a real visit to your store.
Some brands, like belVita, who used our DOOH channel in a campaign that drove 221k store visits for just $0.22 per visit, are already seeing the benefits.
Tracking When DOOH Drives Foot Traffic: How It Works & How to Use It
GroundTruth’s DOOH solution stands out because we can measure visits, providing a direct link between ad exposure and real-world actions. Combined with our powerful omnichannel platform, you can run more effective campaigns across more channels, with better measurement, and at a competitive price. When someone sees your DOOH ad then goes to your physical location, we can prove it and give you full visibility with our Observed Visits metric.
Using the same foot traffic tracking available on our other channels, GroundTruth captures mobile device IDs within a specific viewing range of a DOOH screen while your ad plays, then verifies when those devices visit your specific store or business location.
In addition to foot traffic attribution, our cross-device retargeting allows you to take your brand truly omnichannel. By capturing mobile device IDs of the people that see your ad, we enable retargeting across other channels available in GroundTruth Ads Manager, including CTV, Audio and Podcasts, Mobile, Desktop, and more.
Using it is as simple as specifying your Drive-To destination when you set up your ad groups. From there, watch as the foot traffic rolls in.
Want to launch your own DOOH campaign? With GroundTruth, it’s easy. Here’s how:
How to Set Up Your DOOH Campaign in GroundTruth Ads Manager
1. Start with the Manual Setup option.
2. Name your campaign and select the appropriate IAB category for your ad content to avoid any issues.
3. Select Ad group budgets. Campaign-level budgets and daily budget options are not available for DOOH.
4. Choose Geotargets as your targeting method and select DOOH as the media type.
Now for the fun part: choosing the ideal placement for your ad. With GroundTruth, you can search for screens (or Venues) using the following criteria:
- Geolocation: Search by city, state, county, DMA, or zip code.
- Location Group: Define a radius (10ft minimum) around specific points of interest (POIs).
- Venue Type: Select from various environments like billboards, transit screens, or screens in entertainment venues and salons.
- Available Venue Types are as diverse as airports, malls, sports arenas, and movie theater lobbies. See a venue you want to appear in? You can select down to which specific screen you want your ad to appear on.
Then, choose your preferred creative formats, with options including:
- Ad Type: Choose the type of creative you want to display (static image, muted video, or video with audio).
- Ad Size: Filter venues by specific creative sizes to ensure your existing assets are compatible.
Finally, you can optionally select individual publishers and filter for verified partners to enjoy GroundTruth’s preferred rates.
From there, set your budget and schedule and create your ads groups, and you’re on the road to driving real business results!
Take Your Omnichannel Campaigns Full-Funnel
GroundTruth Digital Out-of-Home channel represents a new frontier for marketers, expanding digital ads from home screens out into the real world. How does it make a difference?
- Track real-world visits driven by DOOH ads and retarget across channels after people see your ad.
- Expand existing digital campaigns to the top level of the funnel, massively increasing the base of people who will see your ads and opening more retargeting opportunities.
- Integrate directly with other media channels in GroundTruth Ads Manager, guiding the buyer’s journey from brand discovery all the way to a customer.
- Double down on driving sales when purchase intent is at its highest by targeting critical retail areas.
DOOH isn’t just a new way to be seen by your audience. It’s a way to keep your brand top-of-mind outside of people’s personal screens and in their real lives.
DOOH may be the most powerful top-of-funnel tool available to today’s digital marketer. By enabling retargeting of people who saw your ad in the real world, the audience you can send through your marketing funnel grows both in size and intent, as their exposure to your brand increases significantly.
In fact, belVita’s campaign drove visits by targeting high-value areas with DOOH ads to promote greater awareness of their brand before closing the deal with Mobile ads. In doing so, they discovered that locations with more DOOH impressions saw increased Visitation Rates.
Take to the Great Outdoors with DOOH and Drive Real Business Results
With GroundTruth Ads Manager, DOOH becomes a fully integrated part of your omnichannel marketing campaigns. With real world foot traffic attribution, retargeting across channels, and a massive collection of location targeting options, DOOH is ready to send your brand soaring.
Ready to get started? 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.
