Toyota is no stranger to innovation which is why a partnership with GroundTruth to test our Cost Per Visit model was a natural fit. Looking to drive visits to specific dealerships, the Tri-State Toyota Dealers Association and their agency partner Saatchi & Saatchi leveraged our industry-leading location data to optimize reach and maximize campaign effectiveness by only paying for verified visits.
Cost Per Visit, the first pay-for-performance model for driving in-store visits, takes the guesswork out of which products to use as GroundTruth optimizes campaigns in real-time to drive visits.
As Toyota’s partner, GroundTruth focused on identifying and reaching true in-market intenders to engage customers likely to be in the market for a new car and drive them to a nearby dealership.
Neighborhood and Location Audience data allowed Toyota to tap into visitation patterns over the last 90 days and create look-a-like audiences to reach the most relevant in-market intenders for Toyota.
Real Business Results
As Toyota’s first test using Cost Per Visit, they were able to not only efficiently fuel their audience targeting with GroundTruth’s high quality data, but were also able to see the effectiveness of the campaign in the real-world with true visits. The month-long campaign drove over 1,200 visits to specified dealerships in the Delaware, Pennsylvania, and New Jersey targeted demographic audience, with the majority of customers driven by Location-Based Audience targeting.
The campaign’s aim was to drive customers onto dealership lots, so our team optimized by targeting audiences more likely to visit Toyota. We saw success with targeting customers In-Market for Auto, Park Lovers, and Car Renters. This test was also successful in driving incremental visits to some of Toyota’s smaller dealerships (by wholesale).
By the numbers
Visits driven to specified dealerships
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