GroundTruth Launches Digital Out-of-Home Advertising with Place Exchange for Real Results

GroundTruth and Place Exchange: Revolutionizing Digital Out-of-Home Advertising

In an era where digital advertising continues to evolve and expand, GroundTruth has taken a significant step forward by partnering with Place Exchange, a leader in programmatic out-of-home (DOOH) solutions. This collaboration marks the launch of GroundTruth's new Digital Out-of-Home advertising platform, aiming to provide measurable foot traffic attribution for advertisers.

Bridging the Gap in Campaign Measurement

The new service is designed to address a common challenge faced by marketers: proving the effectiveness of out-of-home advertising. Traditionally, measuring the impact of DOOH campaigns relied heavily on impression counts, which often left advertisers guessing about the actual return on their investment. With GroundTruth's innovative DOOH solution, advertisers can now connect the dots between online ad exposure and tangible real-world outcomes, namely in-store visits.

Rosie O'Meara, the CEO of GroundTruth, emphasized the importance of this advancement: "Out-of-home has always been a powerful awareness channel, but marketers have struggled to prove the real business results it drives. By bringing our attribution technology to DOOH, we offer advertisers greater confidence that their campaigns lead to actual consumer behavior changes like foot traffic."

The advanced tracking technology utilized in this platform works by capturing mobile device IDs within the vicinity of a viewing screen when an advertisement plays. This data allows for verification of whether those devices subsequently visit a specific store or location, thus linking DOOH exposure directly to real-world consumer behavior.

Access to Premium DOOH Inventory

Through its integration with Place Exchange, GroundTruth offers access to a vast array of premium DOOH inventory from notable publishers such as Outfront, Lamar, Captivate, and GSTV. This extensive inventory encompasses a wide range of formats and venue categories, including billboards, airports, malls, and commercial buildings, making it easier for brands to reach their target audiences. Advertisers can seamlessly plan and activate campaigns directly within GroundTruth’s Ads Manager platform, with capabilities designed to suit varying geographic and venue-based needs.

A recent campaign featuring the CPG brand belVita showcased the effectiveness of combining mobile advertising with DOOH. GroundTruth’s unified approach helped belVita achieve an impressive visitation rate of 3.44%, translating to 221,000 in-store visits to Target in just one month. This result underscores the powerful impact that integrated campaigns can have on driving foot traffic.

Moreover, a separate initiative with a national retailer across major cities like New York, Chicago, and Los Angeles saw over 42,000 in-store visits attributable to targeted DOOH exposure, with more than half of those visits being incremental—a clear testament to the efficacy of the strategy.

Seamless Integration Across Channels

Key to GroundTruth's success in this area is its ability to combine DOOH with other media channels for a cohesive advertising experience. The mobile device IDs captured for attribution can also serve to create retargeting audiences. This means advertisers can engage consumers across multiple channels—be it mobile, CTV, digital audio, or desktop—creating a seamless omnichannel experience.

O'Meara pointed out the crucial shift in the advertising industry, stating, "Marketers don't buy media in silos anymore. What sets our DOOH solution apart is that it connects fluidly with other channels, enabling advertisers to retarget and optimize campaigns efficiently while proving results throughout the entire funnel."

Market Readiness

Advertisers eager to experiment with GroundTruth's new DOOH solution can access it today via both self-service and managed service options. The platform boasts advanced reporting capabilities that extend beyond simple impressions to include insights on in-store visitation rates, visit breakdowns by venue and publisher, and other critical metrics necessary for assessing campaign success.

As GroundTruth continues to innovate, the recent expansion into digital audio advertising and the appointment of a Chief Technology Officer underscore the company’s commitment to enhancing its offerings. With its recent foray into DOOH, GroundTruth positions itself as a leader in delivering effective advertising solutions that truly impact business results.

For more information on GroundTruth and its new offerings, you can visit their official website at groundtruth.com. Follow the journey as they redefine the advertising landscape, ensuring brands can achieve measurable success through their campaigns.