Last month, GroundTruth added Digital Out-of-Home to our growing list of available channels. Earlier this year, we added Digital Audio & Podcasts. Before that, CTV. While every new channel was a careful strategic addition to our omnichannel approach, the rationale behind their introduction can be summed up in just a couple of sentences from our CTO Matt Knight:
“Before we bring a channel to market, [we ask] how do we make it measurable? How do we do attribution? Can we? We spend a lot of time testing, figuring out how to connect the pipes to actually understand that we can do that.”
Every single one of GroundTruth’s channels were selected and integrated with outcomes in mind. Here are our three rules that explain why and how we added the channels that make up our omnichannel platform.
Rule #1: Start with attribution, then work backwards.
Our number one rule: if the channel doesn’t drive measurable business results, we’re not going to add it. It’s that simple. First and foremost, every channel available in GroundTruth Ads Manager has been proven to drive measurable results, like in-store visits, sales lift, or online conversions.
Our CEO Rosie O’Meara best sums this up when discussing the addition of our Digital Out-of-Home channel:
When we think about adding a new channel, we always start with our proprietary location intelligence and attribution capabilities and then work backward to ensure it can be applied. That means when we launch a channel (DOOH, Audio, CTV), we’ve already solved the hardest problem: measuring contributions to real-world outcomes.
Rule #2: Reach audiences where they actually are.
Your customers don’t spend all of their time using just one media channel, so why should your media strategy only be limited to one channel? While all of our channels can measurably drive real business results, investing in ads across multiple channels has been proven to drive even more results without increasing your ad spend.
Our CMO Brandon Rhoten highlighted a few key figures:
As Brandon pointed out, Mobile + CTV campaigns drove on average 2.5x more in-store visits than Mobile alone without spending a single dollar more. When we add channels, we don’t just do it to provide more options or unlock new audiences. We do it because mixing and matching channels to create omnichannel campaigns optimizes your ad budget. As marketers face growing pressure to prove both campaign efficiency and efficacy, we’re providing the options needed to accomplish both goals across the full marketing funnel. From top-of-funnel awareness channels like DOOH all the way to in-store advertising via Mobile with On-Premise targeting, our channel selections ensure you can reach your target audience where they actually are.
Rule #3: Make complex tools accessible for more marketers.
Omnichannel advertising with full-funnel result attribution isn’t exactly entry-level marketing. In the past, connecting DOOH, TV, and Audio required multiple partners and a sophisticated, expensive attribution model. With GroundTruth, all of that (and more) is available out of the box from the moment you access GroundTruth Ads Manager.
Our CEO Rosie O’Meara explained why we take this approach:
Whether you partner with us by using our platform directly or through our managed service, GroundTruth offers simplicity and easy access to attribution for real business results in every channel. With GroundTruth, you can launch campaigns in minutes on channels that were once far out of reach for most digital marketers. All because we want to give our customers the tools they need to drive real business results.
Explore Our Channels
Ready to launch your own omnichannel campaign, complete with attribution for real business results? 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.
