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Real-world Behaviors. Real Business Results.3 Tactics to Boost Omnichannel Performance 9 Apr 2025, 6:56 pm
Most major brands’ top ad budgets revolve around an omnichannel strategy, according to a recent report from eMarketer. Whether adding channels to existing campaigns or building new ecosystems, an integrated omnichannel approach has proven too valuable for marketers to ignore.
As the benefits of omnichannel become more apparent, this approach is becoming the clear path for advertisers looking for ways to boost their spend efficiency and marketing performance. Doubling down in existing channels often leads to diminishing returns, while diversifying spend across channels increases brand awareness, unlocks new audiences, and most importantly, bolsters real business results, like in-store visits and sales.
Omnichannel Performance Boosting Tactics
Retailers are Unifying Online and In-Store Experiences. Meet your audience there.
The line between online and offline brand experience is getting thinner. 31.9% of Gen Z shoppers use retailer mobile apps to discover brands and products while shopping in-person, and 66% use their phones to seek coupons and offers while in-store.
While prevalent among Gen Z shoppers, mobile device usage isn’t unique to them. In fact, the men’s grooming brand Duke Cannon discovered that 70% of their target audience used their phones to shop while in-store. Using this information, Duke Cannon launched a precise location-based mobile campaign that generated a 12% sales lift at Walmart stores.
GroundTruth’s Take
Omnichannel campaigns provide an ideal framework for developing cross-device brand experiences. GroundTruth’s location-based targeting addresses the growing use of smartphones as an in-store shopping aid by enabling advertisers to target mobile devices as they enter designated retail locations. This ensures your brand is face-to-face with your target audience when their purchase intent is highest.
Capitalize on Digital Out-of-Home
Out-of-home (OOH) advertising is another channel impacting audience engagement. Research indicates that 76% of consumers act after seeing an OOH ad.
Standalone, DOOH is a powerful channel, but its real value is most evident in omnichannel campaigns. 47% of consumers search for social media handles featured in OOH ads, opening new opportunities for engagement across Mobile and Social, and 40% share content related to OOH ads on personal online profiles, organically increasing ad reach.
GroundTruth’s Take
DOOH’s strength as an omnichannel multiplier can’t be ignored, and with a programmatic approach, this channel is more targeted than ever. While the above reports indicate that DOOH can bolster brand awareness and engagement, DOOH ads also create a real impact on real business results. belVita, the popular breakfast biscuit brand, ran a mobile campaign bolstered by DOOH. In states with DOOH ads, belVita observed higher visitation rates. Read more about how belVita used our DOOH platform to achieve this in our case study.
Invest in Attribution and Results Measurement
According to a recent survey, attribution and results measurement are the number one investment priority for 47% of US brand and agency marketers. Especially in omnichannel campaigns that rely on multiple touchpoints, every result must be attributed back to the creative and channel that yielded it.
Why? Because accurate reporting enables you to:
- Gain a complete understanding of the impact of your ad spend.
- Optimize your campaigns to eliminate waste and maximize Real Business Results.
GroundTruth’s Take
Measurement is about more than proving success: it’s about ensuring you can replicate your success, iterate, and improve. Impressions and online conversions provide part of the story, but today’s marketers need visibility into which ads and campaigns drive real results, like foot traffic or sales lift. With our Blueprint technology, you can see when a person who viewed your ad actually goes to a store and makes a purchase. This 1-to-1 attribution provides vital visibility into campaign performance.
GroundTruth provides the channels and attribution that marketers like you need to capitalize on the power of omnichannel.
If you’re ready to get started, create a GroundTruth Ads Manager account today and launch your first campaign in minutes, or reach out to chat with us and see how we can up your ad strategy!
The post 3 Tactics to Boost Omnichannel Performance appeared first on GroundTruth.
3 Ad Spend Trends to Kick Off Spring 2025 1 Apr 2025, 6:21 pm
Spring has sprung, and with the changing seasons comes a brand new set of advertising trends to consider. While your ad budget and plans are likely in motion, keeping an eye on the market dynamics that affect your campaigns and new avenues for your ad budget is always important.
Courtesy of this new report from Magna, here are three trends that help sum up the state of advertising today and GroundTruth’s key takeaways for each.
Digital Out-of-Home is driving outdoor advertising growth
What we learned:
- Total out-of-home advertising sales are expected to grow by 4.8%, reaching a milestone of $10 billion in total spend.
- Digital Out-of-Home (DOOH) is the key growth factor for total out-of-home ad sales, with a massive double-digit growth of 12% YoY.
- As of spring 2025, DOOH sales are expected to grow to $3.5 billion, or 35% of the total out-of-home spend.
How to Tackle the Trend
As the weather warms, the days get longer, and people spend more time outside, there’s no better time to add DOOH to your omnichannel strategy. DOOH allows advertisers to harness localization better than traditional OOH through geographic, time, contextual (weather, venue), and even limited audience targeting. What’s more, omnichannel strategies that include strategic, location-targeted DOOH can boost the overall campaign visitation rate, as proven recently by breakfast-favorite biscuit brand, belVita, and their omnichannel campaign.
Time spent listening to podcasts is outpacing ad spend
What we learned:
- Digital audio listenership is growing rapidly. Today, the average US adult listens for nearly 1 hour and 24 minutes daily.
- Despite the rapid listenership growth, podcast advertising spend is expected to slow to 9% YoY growth, representing $2.7 billion in total spend.
- 2025 represents podcast advertising’s slowest ad spend growth in recent years, as YoY spend has increased by double or even triple digits in previous years.
How to Tackle the Trend
First things first: 9% spend growth may still be substantial, but it simply doesn’t keep pace with the massive increase in digital audio listenership in recent years. With these factors in mind, now might just be your best opportunity to break the digital audio advertising space. Considering the multiplicative effect that audio has on omnichannel campaigns, it’s not a channel you’ll want to skip.
To introduce audio to your omnichannel mix or launch an audio campaign, we recommend first using a platform that overcomes the common problems with the digital audio channel, namely lack of results attribution. Especially when you’re using multiple channels, it’s vital to know exactly which channel or ad drove which result. Second, you’ll need a robust set of targeting tools, so you can ensure your ad reaches the right audience. For example, GroundTruth’s digital audio advertising platform offers choice between podcast or streaming audio, ad positioning (pre-roll, post-roll, etc.) genre, location, and audience targeting.
Ad-Supported CTV viewership is exploding
What we learned:
- CTV viewership has been growing rapidly over the past few years, but 2025 is already showing a massive leap from even just one year ago.
- 75% of total streaming hours are now ad-supported. In 2024, only 58% of streaming hours were ad-supported.
How to Tackle the Trend
If your omnichannel mix doesn’t feature a CTV component, you’re missing out on one of the fastest growing channels in today’s advertising world. CTV advertising platforms offer combined incredible reach and precision targeting, but the ability to prove measurable results is the key differentiator advertisers should seek in a platform partner. If the platform provider can only prove your CTV ads drove impressions, you’ll never get a clear idea of the impact of your ads. Your CTV platform partner should be able to attribute real-world results, like online and in-store sales or foot traffic, directly back to the ad view. To further clarify your CTV campaign’s impact, your CTV provider should provide visibility into the channels in which your ads are viewed, allowing you better understand where your results are coming from.
GroundTruth offers advertising solutions for Digital Out-of-Home, Digital Audio, and CTV, all with 1-to-1 foot traffic attribution.
If you’re ready to get started, create a GroundTruth Ads Manager account today and launch your first campaign in minutes, or book a demo to see our omnichannel ad platform in action!
The post 3 Ad Spend Trends to Kick Off Spring 2025 appeared first on GroundTruth.
Sound Idea: Why Digital Audio is Essential to Your Ad Strategy – an EMARKETER Event 31 Mar 2025, 3:05 pm
Digital audio didn’t replace traditional radio—it expanded the playing field. Today, US adults spend an average of 85 minutes per day with digital audio, creating more opportunities than ever for advertisers, according to EMARKETER forecasts.
In this presentation and panel discussion, EMARKETER and GroundTruth leaders dive into the latest trends, forecasts, and strategies shaping audio advertising. Gain firsthand insights on how brands are using audio to amplify multichannel campaign success, and more.
You’ll learn:
- EMARKETER’s forecast for audio consumption through 2028
- Insights to refine your audio media and budgeting strategy
- How CPG brand Gary’s QuickSteak achieved a 30% sales lift with targeted audio ads
Watch Replay
Get started today with your own account on
GroundTruth Ads Manager
The post Sound Idea: Why Digital Audio is Essential to Your Ad Strategy – an EMARKETER Event appeared first on GroundTruth.
Omnichannel Can Make Your Ad Spend More Efficient. Here’s How. 25 Mar 2025, 6:27 pm
When economic uncertainty hits your brand, one of the first moves you might be tempted to make is to retreat to the ad channels you trust. After all, if your ad budget seems like it might be stretched in the future, it might seem smart to simply reinvest now into channels that have proven their value to you instead of branching out into new channels or kicking off experiments.
While this can seem like the safest way to spend your ad budget, doubling down on what’s worked in the past isn’t always the best move. In fact, broadening into an omnichannel approach is often an ideal way to boost ad spend efficiency.
Why Omnichannel is an Ad Spend Efficiency Booster
While you might be worried about spreading your budget too thin across channels, omnichannel isn’t just about being seen in more places. It’s about using these additional touchpoints to drive real results, like ROAS improvement, increased foot traffic, sales lift, etc.
According to a recent poll, shoppers who discover products online are likely to research the brand or product on a search engine (36.8% of respondents), visit a physical store (30.1%), or look up the brand or product on social media (19.1%). Each of these research activities represents a potential touchpoint for your brand that you can reach through omnichannel.
In short, today’s customers are spread across multiple channels, and an omnichannel approach allows you to reach your audience wherever they are.
3 Real-World Examples of Omnichannel Boosting Spend Efficiency
#1 - Gary’s QuickSteak Boosts Sales Lift by 50%
Gary’s QuickSteak is a popular CPG brand ran a successful blended CTV and Mobile campaign with GroundTruth. In this campaign, Gary’s measured a 20% sales lift at Walmart and Sam’s Club stores using their CTV + Mobile strategy. But they didn’t stop there. They added one more channel to their strategy – Digital Audio Ads – and expanded their omnichannel approach for a follow-up campaign. With the addition of just one channel, they saw their sales lift increase from 20% to 30%, for a total of a 50% increase over the campaign that used CTV+Mobile alone.
#2 - Duke Cannon Spurs 12% Sales Lift at Walmart Stores
Duke Cannon, a premium men’s grooming brand available at multiple retailers, combined CTV and Mobile ads into a smart omnichannel strategy aimed at increasing in-store sales. While CTV and Mobile ads were particularly effective at driving foot-traffic to specific stores, Duke Cannon and their agency partner, Croud, used GroundTruth to add one final touchpoint to their omnichannel strategy, targeting potential customers while they were physically located within one of the designated stores. Remember when we said omnichannel is about reaching your customers where they are? Duke Cannon and Croud discovered that 70% of their ideal audience uses mobile devices while shopping. By reaching their audience at this vital decision-making point, Duke Cannon experienced a 12% sales lift vs. stores that didn’t have GroundTruth support.
#3 - belVita Mobile and DOOH Campaign Drives 221k In-Store Visits at a 3.44% Visitation Rate
belVita achieved some incredible results using an omnichannel campaign that combined Mobile and Digital-Out-of-Home (DOOH). In celebration of National Coffee Day, belVita teamed up with GroundTruth to amplify awareness of their product offerings available at Target and drive foot traffic. To do so, they used Click2Cart ads on mobile devices to simplify purchasing, while also running DOOH to target areas near Target stores that showed high visitation frequency. Additionally, they retargeted shopper who engaged with ads, targeted location and behavioral audiences, and ran on-premise ads on mobile devices to capture purchase intent in or near Target stores, all within GroundTruth’s platform.
While this campaign was successful in driving sales, there was one key finding that really proved the value of belVita’s omnichannel approach. As they ran the campaign, belVita found that states with higher DOOH impressions also had higher visitation rates, meaning that the additional touchpoint was indeed effective at driving shoppers to stores. Again, we see the impact that just one additional channel can have at driving real business results: belVita experienced $476k in carted dollars, 221k real in-store visits, and a strong 3.44% visitation rate for just $0.22 per visit.
Launching Your Own Omnichannel Campaign
At GroundTruth, omnichannel isn’t a buzzword. It’s how our brand partners drive real business results, and thanks to our Blueprint technology, their real-world in-store visits are easily attributed back to their ads. So if you’re looking for ways to ensure you get the most from your ad budget, don’t retreat to what you know; meet your customers where they are with omnichannel.
GroundTruth offers all the media channels you need to go omnichannel, including Mobile, Desktop, CTV/OTT, Digital Audio, Digital Out-of-Home, Audience-Based Direct Mail, and Social, all with 1-to-1 foot traffic attribution.
Ready to get started? Create a GroundTruth Ads Manager account today and launch your first campaign in minutes, or book a demo to see our omnichannel ad platform in action!
The post Omnichannel Can Make Your Ad Spend More Efficient. Here’s How. appeared first on GroundTruth.
3 Approaches to Building Your CTV Ad Strategy 17 Mar 2025, 4:46 pm
Connected TV (CTV) is the fastest-growing ad channel, outpacing other digital channels, search, social media, and retail media over the last year. As marketers scramble to develop strategies to implement CTV into their media mix, it can be easy to lose sight of this channel’s biggest advantages. Combining the reach and frequency of traditional TV with digital metrics, CTV provides more than just access to new audiences. With the right platform partner, CTV allows marketers to better understand the success of their ads, responsively optimize their campaigns in real-time, and fully integrate their omnichannel campaigns.
To help you capitalize on the power of CTV, here are three basic approaches to targeting and reaching your ideal audience using CTV.
#1 - Essentials
If you want the biggest bang for your buck, you can’t go wrong with the Essentials approach. Typically offering a relatively low-cost CPM, Essentials relies primarily on audience targeting across the broadest possible selection of streaming apps, focusing on who is watching rather than what they’re watching. Rather than paying for premium placement that may actually limit your reach, Essentials allows you to reach people wherever they watch, including lesser-known streaming apps or channels or small screens.
Essentials usually doesn’t guarantee any specific placement on a set list of apps, so it’s important to partner with a trusted provider who takes brand safety seriously and only serves ads on a human-curated app list.
Common Questions and Answers
Q: Will my ad still be seen even though my placement may not be on a major streaming service?
A: Yes! Essentials typically relies on CPM bidding, so the same number of people will view your ads, just at a lower cost.
Q: Can I control the streaming apps on which my ads appear?
A: No, Essentials is focused on delivering the widest possible reach, so it doesn’t limit placement. However, a reputable CTV ad platform should give you visibility into the apps your ad appears on, so you know where you’re getting impressions.
Q: Which targeting options should I look for?
A: You should expect your CTV ad platform to provide targeting based on behavioral audiences (think “Outdoor Enthusiasts”, “Small Business Owners”, or “Luxury Shoppers”), demographics, location, and retargeting. Anything less, and you won’t be able to guarantee anything more than impressions.
#2 - Top Networks
The Top Networks approach prioritizes premium placement over high volume. It ensures that your ad appears on household-name streaming platforms like Max, AMC+, Hulu, and ESPN among others. Though CPMs will generally be higher, this approach ensures that your ad appears on a large screen in an established, trusted setting.
Common Questions and Answers
Q: Why would I pay more to be seen the same number of times?
A: Better placement can be worth it for a lot of reasons! Appearing alongside high-profile content can elevate your brand perception, better guarantee brand safety, and have greater levels of reporting transparency as impressions are served across fewer apps.
Q: Who can I target with Top Networks?
A: Because the list of streaming apps on which your ads appear is more limited, targeting options are also limited – otherwise, your audience would be too small to be effective. Typically, a CTV ad platform will offer geographic targeting, but specific audiences, demographic targeting, and retargeting may not be included.
Q: Which apps should I expect to see when looking for a provider?
A: You should expect a CTV ad platform to provide access to most of the mainstream ad-supported CTV channels. For example, GroundTruth provides access to 40+ networks as part of its CTV Top Networks solution, including ABC News Live, Bloomberg, Max, Hulu, NBC Sports, and many more!
#3 - Live Sports
If you’re looking for passionate, tuned-in audiences, the Live Sports approach might just be for you. Leading CTV ad platforms often provide the option to air your ads before, during, and after sports events, capitalizing on the highly engaged audiences tuning in to hear commentary on the game or watch their favorite teams. Because many advertisers compete for these spots, you can expect a higher CPM than even Top Networks, but your ads will reach your audience while they actively watch live, real-time events, which heightens ad recall and even brand favorability.
Live Sports guarantees excellent placement, but like all CTV ads, you can’t choose the exact programming on which your ad appears. For example, if you use dayparting to schedule your ad to appear in the same time frame as a specific college football game, your ad may appear on any sports content occurring at the same time, including other football games, soccer matches, or pre-game commentary.
Common Questions and Answers
Q: Why use CTV Live Sports if I can’t control what game my ad appears on?
A: While your ad may not appear during your preferred programming, it will still be seen by a highly engaged, positive audience. Remember, CTV Live Sports still uses CPM bidding, so the same number of people will still see your ad even if it doesn’t appear on the most-viewed game of the day.
Q: How do live sports audiences stack up against conventional CTV?
A: If Essentials offers the most flexibility in targeting, CTV Live Sports offers the least. Despite its large viewership, the live sports audience size is inherently the most limited due to the shallower pool of content available. Think of it this way: Essentials and Top Networks include content of all genres across countless apps anytime, day or night, whereas live sports are on a specific schedule.
Q: Who can I target with CTV Live Sports?
A: In most cases, CTV Live Sports targeting is limited to dayparting and can only be targeted at a national level, though in some cases, you may be able to target at the DMA level.
GroundTruth’s CTV Ad Solutions
GroundTruth offers options to pursue any CTV strategy, including our CTV Essentials, CTV Top Networks (available on request), and CTV Live Sports solutions. Our CTV offering features all of the capabilities you need to pursue the approaches above or blend all three, with the added benefit of allowing you to attribute your ads directly to real business results, like foot traffic, sales, and return on ad spend (ROAS).
Ready to see how CTV ads can drive Real Business Results? Create an Ads Manager account today and launch your first campaign in minutes, or read more about our CTV advertising platform.
The post 3 Approaches to Building Your CTV Ad Strategy appeared first on GroundTruth.
belVita Drives 221k In-Store Visits & 3.44% VR with GroundTruth Mobile & DOOH Media 11 Mar 2025, 1:22 pm
Overview
belVita, a trusted brand known for its range of breakfast biscuits that deliver sustained energy throughout the morning, teamed up with GroundTruth to amplify awareness of their product offerings available at Target and drive them to stores, in celebration of National Coffee Day.
Over the course of a one-month campaign, a strategic blend of Mobile and Digital-out-of-Home (DOOH) advertising effectively reached key target audiences, driving more than 221k visits to select Target stores.
The campaign utilized Click2Cart ads on mobile devices which enabled consumers to easily add belVita items to their online carts, resulting in over $476k worth of carted products.
belVita's Targeting Approach Based on Real-World Behaviors
To drive sales at Target for National Coffee Day, belVita launched a dynamic Mobile and Digital-out-of-Home campaign with multiple creative ad variations.
Consumers could click the ads on Mobile devices to directly purchase belVita products via Target’s site. The targeting strategy combined location-based, behavioral, and purchase intent data to reach the right audience at the right moment.
High-indexing optimizations were also used to refine the campaign in real-time, boosting overall awareness and driving measurable business results, including increased foot traffic and sales.
Location-Based Audiences
Reached consumers with proven visitation patterns to specified Target locations.
Purchase-Based Audiences
Included Coffee Purchasers, belVita Brand Purchasers, and Target App Users.
Neighborhoods
Reached shoppers in areas surrounding Target stores that showed high visitation frequency.
Retargeting
Spoke to shoppers who have engaged with recent Target and belVita campaigns to build loyalty and recognition.
Custom Behavioral Audiences
Delivered tailored advertisements to drive awareness among audiences such as Commuters, Gym Goers, and Coffee Shop Visitors.
On Premise
Captured shoppers attention during moments of purchase intent as they were inside of a Target or coffee shop, on lot, or in the retail area.
We were extremely thrilled with the results we saw pairing GroundTruth’s mobile and digital out-of-home tactics. Their team made it easy to hone in on exactly which coffee shops Target shoppers tend to visit, driving home the pairing of belVita with coffee for our National Coffee Day campaign. It’s great to see both add-to-carts and in-store visits for a holistic approach to driving sales at Target!
Melissa P
The Impact of Combining Mobile and Digital-out-of-Home Media
By integrating Mobile and Digital-out-of-Home media, belVita effectively captured their target audience's attention across multiple touchpoints—ensuring repeated, sustained exposure to the brand.
The addition of DOOH to their strategy significantly boosted awareness of belVita products at Target, highlighting the perfect pairing with a cup of coffee. Markets that combined Mobile with DOOH saw substantial lifts in key business metrics, driving impactful results.
States with higher DOOH impression volumes saw increased Visitation Rates (VR), highlighting the impact of DOOH media on in-store visits.
New York
Impressions
Visitation Rate
California
California
Impressions
Visitation Rate
Illinois
Impressions
Visitation Rate
Texas
Impressions
Visitation Rate
Real Business Results
The partnership between belVita and GroundTruth delivered strong results for National Coffee Day, leveraging a blend of Mobile and Digital Out-of-Home (DOOH) advertising to boost awareness and drive sales. Over the one-month campaign, more than 221k visits to select Target stores were generated.
By targeting location, behavior, and purchase intent audiences, belVita effectively engaged consumers at key moments, driving both foot traffic and online sales. Click2Cart ads allowed for easy product purchases, accounting for $476k in transferred products, while DOOH media provided sustained brand exposure across multiple touchpoints.
Key performance highlights included a 3.44% visitation rate, $0.22 effective cost per visit, and over 101k products added to carts. States with higher DOOH impressions saw notably higher visitation rates, emphasizing the strong link between DOOH exposure and foot traffic. The campaign’s success demonstrated the power of combining Mobile and DOOH to create a seamless, data-driven approach that boosts engagement and accelerates conversions for maximum impact.
Campaign Performance
in carted dollars
Visits
Effective cost per visit
Learn how you can drive real business results with our podcast advertising platform.
The post belVita Drives 221k In-Store Visits & 3.44% VR with GroundTruth Mobile & DOOH Media appeared first on GroundTruth.
Duke Cannon Spurs 12% Sales Lift at Walmart Stores 11 Mar 2025, 5:03 am
Real World Behaviors
Across mobile and CTV screens, Duke Cannon mixed Audience and Location-based targeting to reach relevant audiences based on past visitation patterns and in real-time when in proximity to select stores.
While the campaign began as a mobile only campaign, CTV ads were layered into the latter weeks of the campaign to reach audiences via an additional touchpoint while watching their favorite programming on CTV devices– with additional retargeting on mobile devices served to impressed CTV viewers after seeing a CTV ad to reinforce that connection point.
AUDIENCE TARGETING
Past Purchasers of Men’s Grooming Products
High-Indexing Brands
Location Audiences
Retargeting
LOCATION TARGETING
Retail Block Targeting
Proximity Targeting
Neighborhoods Targeting
Real Business Results
Duke Cannon’s campaign successfully drove over 43.9k visits to Walmart stores, with almost 5% of those visits attributed back to their CTV ads which only ran in the final weeks of the campaign flight. Incremental sales soared at those locations, with a 12% lift compared to stores that did not have GroundTruth media support.
Because of the proven success of the partnership between Duke Cannon, their agency Croud, and GroundTruth, we continue to partner on boosting brand awareness backed by measurable results via visits and sales to multiple retailers such as Walmart and Target.
BY THE NUMBERS
Visits driven to Walmart stores by GroundTruth CTV and mobile media, with almost 5% of visits attributed back to CTV ads.
Incremental Sales Lift at Walmart stores with GroundTruth media support compared to those without.
As a challenger brand looking to scale with FDM customers we asked Croud to help us shorten the distance from when consumer saw our ad to when they made a purchases in the physical world. They answered with GroundTruth as a way to take the same principles that apply in DTC marketing and push consumers down the marketing funnel. By geo-targeting consumers already looking to make a purchase and driving them to the store shelf we demonstrated an incremental lift in sales. It's partners like Croud and GroundTruth that are enabling us to move fast and are helping us scale our business.
Oliver Pérez
Chief Marketing Officer
Learn how you can drive real business results with our podcast advertising platform.
The post Duke Cannon Spurs 12% Sales Lift at Walmart Stores appeared first on GroundTruth.
What GroundTruth’s Roadmap Says About Our Commitment to Customer Excellence 7 Mar 2025, 5:42 am
With every new feature and update, our goal is to provide our customers with the tools they need to get real business results. We’re proud to say we accomplished that goal in 2024 and early 2025 with new products that helped our customers achieve some amazing milestones. But we’re not stopping there. Our roadmap includes a collection of new releases to boost the GroundTruth platform’s features and functionality.
5 New Feature Highlights from Last Year
Before we dive into what’s on the horizon, let’s recount the latest features in the GroundTruth platform that help our customers streamline the media-buying experience, add even more transparency and detail to our reporting, and make it easier than ever to combine channels to drive more business results.
#1 Audio Ads with Foot Traffic Attribution
If you haven’t heard, we recently launched digital audio advertising in the GroundTruth platform, complete with foot traffic attribution. Audio ads have always lacked reliable attribution with real business results like in-store visits and sales. Now, GroundTruth’s proprietary Blueprint Technology delivers deterministic, one-to-one attribution that verifies when an individual listener visits a specific location after listening to an ad.
What does this mean for you?
Being able to attribute results to the right channel is the first step to omnichannel success, and digital audio is an overlooked omnichannel multiplier. By making real business results attributable to your audio ads, you can use this underutilized channel to augment your strategy and start seeing results similar to those of Gary’s QuickSteak, a leading brand that experienced 30% Sales Lift using Audio layered into their CTV and Mobile strategy (compared to 20% with CTV and Mobile alone).
#2: Smart Audience Recommendations and Simplified Categorization
A few informed suggestions can go a long way. We launched Smart Audience Recommendations to provide automatic, tailored audience recommendations based on your campaign goals and historic performance from similar advertisers, allowing you to easily reach more of the right people. In conjunction with Smart Audience Recommendations, we revamped audience categorization into an easy-access hierarchy with the audience size immediately visible, making the audience selection process faster and more convenient.
What does this mean for you?
In practice, Smart Audience Recommendations and simpler categorization ensure you can more easily target based on real-world behaviors. By providing greater visibility into high-value audiences with high conversion potential, you can locate your ideal audience and then expand on your success using data-based recommendations.
#3: Visitation Intelligence Pipeline
Visition Intelligence Pipeline (VIP) was GroundTruth’s answer to data quality concerns amid privacy regulations and practices that went into effect in 2024. By filtering and verifying location signals through our Blueprint technology, VIP guarantees that the audiences you’re targeting are not only accurate but also verified for true intent.
What does this mean for you?
VIP allows you to confidently link campaign efforts to real-world business results, like foot traffic and in-store visits. Our customers have experienced a 15% increase in in-store visits driven by GroundTruth media across all channels, with VIP ensuring that their attribution was both deterministic and reliable.
#4: CTV Network Level Reporting and CTV+
CTV remains one of the fastest-growing advertising channels, with projections indicating a 10% growth in annual spend through 2027. Last year, we supercharged GroundTruth CTV with Network Level Reporting and rolled out CTV+ for enhanced campaign performance.
Our customers are already seeing the benefits, with a 61% increase in store visits observed in GroundTruth campaigns when using CTV+. Furthermore, restaurant diners who were served ads using CTV+ were 2.5 times more likely to visit a restaurant than those served only a CTV or mobile ad.
What does this mean for you?
CTV Network Level Reporting allows you to see and understand the performance of your ads across different networks, which can help you fine-tune your strategy. CTV+ allow you to integrate mobile into your CTV campaign, which adds more touchpoints with your audience and allows you to build a more complete omnichannel strategy.
#5: Enhanced User Interface 🧑💻
In 2024, we revamped our user interface to make campaign setup, launch, and tracking simpler and faster.
Old Interface
New Interface
The new user interface has proven incredibly popular among our customers, who have recently taken to the technology review platform, Capterra, to voice their approval.
What Our Customers Have to Say
For us, feedback is vital to ensuring our customers have what they need to succeed. Thanks to these reviews, we’re proud to be named among Capterra’s “Best Value” and “Best Ease of Use” in the Demand Side Platform (DSP) and Marketing Attribution categories.
I've worked with GT for over 4 years, and they have always been super helpful. Our clients love their performance, and overall, it's a great company.
Groundtruth is an excellent platform. The campaign customization is easy to understand and execute, customer support is fantastic, and the reporting is thorough.
10/10 - can't say enough about performance and quality of support from the team.
Beyond simply showcasing the value of our platform, the reviews we’ve gotten on Capterra have provided us with valuable insight into what our customers love most about our platform. Our focus on customer outcomes has been recognized across the industry, including our recent 2024 MarTech Breakthrough Award win for "Best Geolocation Platform," yet another indicator that we're heading in the right direction for our customers.
A Sneak Preview of What’s to Come in 2025
While we won’t go into too much detail quite yet, we are excited to share a quick look at some of the new features we’re working on to make your experience with GroundTruth Ads Manager even more delightful:
- Campaign-Level Recommendations and Optimizations: Similar to our Smart Audience Recommendations, the Campaign-Level Recommendations will provide automated information on how to best optimize your campaign. Recommendations might include geotargeting and audience suggestions, how to allocate your budget more efficiently, and more.
- Report Studio: Interested in getting easier visibility into the business results that matter most to you? The Report Studio will allow you to create custom report dashboards, showing exactly the information you need at a click.
- New Campaign Guided Setup: For those of you who are new to our platform, we’re introducing a guided setup experience to ensure you have a complete understanding of the tools and targeting at your disposal.
We’re looking forward to continuing our commitment to customer excellence in the year ahead, so stay tuned for more!
The post What GroundTruth’s Roadmap Says About Our Commitment to Customer Excellence appeared first on GroundTruth.
How Top Marketers Are Maximizing Foot Traffic & Incremental Sales 6 Mar 2025, 1:16 pm
Every marketer faces the same challenge: Proving that ad dollars drive real, measurable impact, not just clicks. And top marketers have moved beyond vanity metrics, ensuring every ad dollar drives tangible, real business results, from foot traffic and incremental sales, to higher market penetration. So, how do they do it?
Discover how fast-growing brands like Duke Cannon and award-winning media agencies like Croud are turning ad dollars into unstoppable growth in a world where advertisers are under pressure to deliver more with less.
You’ll learn strategies to:
- Maximize foot traffic, incremental sales and growth with smarter media investments
- Go beyond media metrics to prove real business impact
- Optimize your media strategy for stronger, measurable outcomes
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Digital Audio Advertising is an Overlooked Sales Booster. Here’s Why. 3 Mar 2025, 3:27 pm
Did you know that the average US adult spends 1 hour and 24 minutes daily listening to digital audio? And that’s just the average person. A more active listener might spend nearly 2 hours per day enjoying their favorite audio content, including podcasts, streaming services, or streaming radio.
Despite making up such a significant part of media time among US adults, digital audio advertising only accounts for about 2.4% of total advertising spend. Considering that 64% of consumers pay full attention to podcast ads and 95% of regular listeners take action after hearing one, digital audio is, without a doubt, one of the most underutilized ad channels.
So why might this be?
Attribution for digital audio has historically been challenging, making RoAS difficult to prove and campaigns difficult to optimize. However, digital audio advertising platforms like GroundTruth no longer have such limitations. Now that digital audio can be directly correlated to real business results, like sales increases and foot traffic, we can discover some of the best ways to use digital audio as an ad channel. In fact, a leading food brand, Gary’s QuickSteak, recently completed a campaign that put the power of digital audio on full display.
Using Audio Ads to Drive Sales: A Few Lessons from Gary’s QuickSteak
Through a multichannel campaign leveraging CTV, mobile, and digital audio, Gary’s QuickSteak drove almost 23,000 visitors to grocery stores, resulting in a 30% sales lift. Here are a few key takeaways from the runaway success of Gary’s QuickSteak’s ad campaigns.
Lesson 1: Audio augments multichannel campaigns
Reaching their customers at multiple touch points was at the heart of the Gary QuickSteak campaign. In past campaigns, the brand leveraged GroundTruth CTV and Mobile channels together, achieving a 20% sales lift during campaign flights. After adding Digital Audio with GroundTruth, Gary’s QuickSteak experienced a whopping 30% sales lift. That’s a 50% higher sales lift than the campaign that didn’t use digital audio. By adding Digital Audio as an additional touch point, the brand wasn’t just reaching their audience on an extra channel; they were reaching their audience in a highly engaged and favorable environment.
Lesson 2: Be sure to attribute in-store visits correctly
Because Gary’s QuickSteak campaign was a complex, multi-touch journey across different channels, ensuring that visits were properly attributed to the correct ads was critical. Using GroundTruth’s Blueprint technology, Gary’s QuickSteak was able to correlate a served ad directly to visits to one of the designated Walmart or Sam’s Club locations.
With GroundTruth, you can track and attribute visits, whether they’re driven by CTV, Mobile, or even Digital Audio Ads. Audio advertising’s biggest weakness has always been the lack of visibility into the real, measurable results of a given campaign. Using our Blueprint technology, GroundTruth’s platform provides deterministic, one-to-one audio ad attribution that verifies when an individual listener visits a specific location after listening to an ad, unlocking the value of this underused channel.
Lesson 3: Target your audio ads to the right audience
Digital Audio offers a significantly more targeted approach than traditional, but not all digital audio advertising platforms are equal. With GroundTruth, Gary’s QuickSteak was able to create, launch, and measure their audio ad campaign AND choose between podcasts or streaming audio, topics and genres, ad position, location, and demographic data. Using GroundTruth’s in-depth reporting suite, they gained insight into which podcasts or publishers their ads ran on, listen-through rates, and most importantly, in-store visits. In addition to targeted CTV and mobile, Gary’s QuickSteak used digital audio advertising to target podcasts and streaming music, reaching active listeners within the Oklahoma DMA.
To Sum It All Up…
With the right tools, digital audio advertising presents a huge opportunity for advertisers who want to get the most out of every ad dollar spent. In two campaigns, Gary’s QuickSteak proved the value of digital audio advertising as a multiplier across multichannel campaigns.
Gary’s QuickSteak isn’t the only brand experiencing the benefits of multichannel campaigns augmented by audio. Other GroundTruth users, including a higher education institution, are currently running similar campaigns that use a blend of CTV, Mobile, and Digital Audio that yields incredible results. In the case of the higher education institution, Digital Audio is leading the rest of the channels as the primary driver of visits.
With GroundTruth Ads Manager, you can launch, measure, and optimize audio campaigns with one-to-one, deterministic foot traffic attribution and easy omnichannel integration. Ready to see how Audio ads can drive Real Business Results? Create an Ads Manager account today and launch your first campaign in minutes, or read more about our audio advertising platform.
The post Digital Audio Advertising is an Overlooked Sales Booster. Here’s Why. appeared first on GroundTruth.