Today more than ever, marketers are under pressure to deliver and prove measurable, real business results. No small feat, considering that this year, ad budgets are expected to decline by 6-10%. As marketers work hard to squeeze performance out of every dollar of their ad campaigns, focusing on the fundamental parts of the strategy can make a big difference.
When consumer confidence is shaky and new ad creative doesn’t seem to have the impact it once did, fine-tuning your ad targeting can unlock budget efficiency while improving campaign performance.
GroundTruth has long led the way in location and real-world behavior targeting, and the results our customers achieve using our ever-expanding toolkit prove it. Here’s a breakdown of our location targeting tools and how 3 top brands in 3 different industries used them to drive real results, like in-store visits, increased market share, and sales lift.
On-Premise Targeting
On-Premise Targeting is a powerful targeting technique, reaching people when their purchase intent is at its highest: while they’re physically located inside the store. 66% of young shoppers actively use their phone to seek out coupons and deals while shopping in-store, meaning they can easily be served with Mobile ads promoting your product using on-premise targeting. On-premise targeting is particularly valuable for brands that sell out of retail stores, providing the final nudge needed to convert a customer.
See it in action.
The value of on-premise targeting isn’t hypothetical. belVita, the well-known breakfast biscuit brand, used it as part of a complex multichannel campaign leveraging both Mobile and Digital Out-of-Home. The on-premise targeted ads were served to people inside or in the parking lot of a designated Target store, select coffee shops, or retail areas. This final touchpoint contributed over $476k in sales and a $0.22 cost per visit. Read the full case study for more.
Proximity Targeting
Proximity Targeting is a marketer’s bread and butter, but that doesn’t mean it’s not a sophisticated tool. This location targeting method reaches audiences when they are located near specific points of interest in real time. That could mean within 5 miles of your retail area or 500 feet of a competitor’s location.
See it in action.
Duke Cannon leveraged proximity targeting in a blended Mobile and CTV campaign to help drive sales when people were near select retailers. Once people passed close enough to one of the designated stores, Duke Cannon’s mobile ads triggered on Mobile. This last touch proved to be a valuable part of their campaign, which ultimately resulted in a 12% sales lift vs. stores without GroundTruth media support and over 43k attributed in-store visits. Read the full Duke Cannon case study.
Neighborhood Targeting
Neighborhood Targeting is an incredibly customizable approach to location-based targeting available only in GroundTruth Ad Manager. Neighborhood targeting enables marketers to target people within unique geographical boundaries rather than in a simple radius, ensuring that ads are served within a precisely defined area. These areas are created based on visitation and behavioral data, ensuring that the neighborhood has a high affinity for target locations.
See it in action.
Dave’s Hot Chicken, one of America’s fastest-growing dining chains, used Neighborhood Targeting in key markets to attract both new and returning customers. With Neighborhoods, they were able to engage loyal restaurant patrons while also reaching local visitors to their major competitors. In the end, their campaign drove a measurable 1,400 diners across 3 metropolitan areas, 75% of whom were New or Infrequent visitors. To get the full story, read the full Dave’s Hot Chicken case study.
Interested in seeing GroundTruth’s location targeting tools in action? Reach out to us today to chat more, or simply create your own GroundTruth Ads Manager account in just a few minutes and explore the ad platform yourself!
