Overview
The Southeast South Dakota Tourism Association partnered with GroundTruth to transform digital media into tangible business results, driving visits and boosting local tourism. Together, we targeted a high-value audience: attendees of the College Baseball World Series at Charles Schwab Field in Omaha and its nearby surroundings. We turned their event attendance into real-world visits to local shops, parks, and other destinations in the nearby Southeast South Dakota region.
Our omnichannel campaign leveraged an effective dual-channel strategy to amplify its message and engage this audience. By combining the broad visual impact of CTV ads on highly-viewed popular networks with the hyper-targeted precision of Mobile banner ads, it created a powerful path to driving visitation. This approach allowed Southeast South Dakota Tourism Association to capture attention first and then drive action through GroundTruth Ads Manager.
The campaign leveraged GroundTruth's powerful location-based solutions to reach the right people at the right time. We utilized two core strategies: On-Premise Targeting and Retargeting.
Tactical Strategies
Our strategy was simple, yet effective. We leveraged location-based advertising to reach consumers on Mobile and then retargeted them on both their Mobile devices and big screens at home to drive awareness, visits, and stay top of mind.
Watch the CTV Ad
ON-PREMISE Targeting
On-Premise Targeting powered by the accuracy of our proprietary mapping technology, Blueprints, allowed Southeast South Dakota to target attendees at the College Baseball World Series in Omaha, Nebraska. By reaching people at a large-scale event, the campaign delivered its message to a highly relevant and captive audience, encouraging them to visit other local areas and events.
RETARGETING
After the event, our retargeting solution was used to reach these same unique users with follow-up ads. This reinforced the message on their Mobile devices and CTVs, keeping a trip to Southeast South Dakota top of mind and encouraging them to take action.
Real Business Results
The campaign's success was immediate and significant. While the campaign was live for one month, it generated the majority of its results within 15 days, demonstrating the power of its strategic approach.
By the Numbers
Visits
Unique users reached
Average visits per day
Our geofencing campaign with GroundTruth was a strategic push that kept us top of mind for thousands of potential visitors. We saw phenomenal results driving real interest and in-destination visits. The targeted efforts GroundTruth was able to provide has been a fantastic way to spotlight our region and turn awareness into action.
Kasi Haberman
Executive Director
