#USA #New York #GroundTruth #Audio Ads #Podcast Advertising

Introduction

GroundTruth, a prominent media platform recognized for generating significant in-store traffic, is enhancing its advertising capabilities with a groundbreaking audio advertising product. This new offering allows advertisers to connect their podcasts and streaming radio ads to direct consumer actions, such as store visits.

Expansion of Offerings

GroundTruth's expansion into audio advertising comes as a natural next step. As CEO Rosie O'Meara explains, advertisers seek results that translate to real-world actions, and integrating podcasts and streaming audio was a logical decision. With this addition, GroundTruth consolidates its diverse advertising options which already include CTV, mobile, desktop, direct mail, and now audio.

Reliable Attribution with Blueprint Technology

Historically, measuring the effectiveness of audio ads has posed challenges, as many platforms relied on generalized metrics like impressions and website traffic. GroundTruth's innovative Blueprint Technology changes this paradigm. It facilitates deterministic attribution, confirming when a listener visits a location after being exposed to an audio ad. This robust tracking mechanism presents a significant leap forward in understanding the actual impact of audio campaigns.

Self-Serve Ads Manager

Advertisers using GroundTruth's self-serve Ads Manager can efficiently create and manage their audio ad campaigns. The platform offers a range of customizable options, enabling advertisers to choose between podcast or streaming audio, specific ad positions, relevant topics, genres, and targeted demographic data for reaching the right audience effectively. GroundTruth doesn’t stop at just running ads; it provides comprehensive reporting tools that help advertisers gain insights into their ad performance, including listen-through rates and conversions.

Consumer Engagement Trends

Recent statistics underscore the potential of audio advertising. According to eMarketer, over 228 million individuals in the US engage with digital audio content, dedicating an average of 1 hour and 24 minutes daily to listening. Furthermore, the effectiveness of podcast ads is highlighted by a survey indicating that 64% of consumers are fully attentive to these ads, with an impressive 95% of regular listeners taking some action after exposure.

Case Study: Gary's Quicksteaks

To exemplify the effectiveness of this new advertising model, a beta campaign with the consumer packaged goods (CPG) brand Gary's Quicksteaks illustrated a notable success. By incorporating audio into their existing campaign via GroundTruth, they reported a remarkable 50% increase in incremental sales and drove 23,000 physical visits to Walmart and Sam's Club stores. Such outcomes emphasize how tying media channels together with real-world attribution data can empower brands to optimize their advertising strategies effectively.

GroundTruth's Strategic Focus

The launch of this audio advertising service marks a pivotal moment in GroundTruth's ongoing commitment to innovation. Recently, the company welcomed Matt Knight as its Chief Technology Officer, responsible for steering GroundTruth’s technological direction. Additionally, Jeanine Percival Wright, former Global COO of Amazon's podcast division, joined GroundTruth's Board of Directors, enhancing the company’s strategic outlook in the audio marketing space.

Conclusion

With its advanced audio ad solutions, GroundTruth is setting a new standard for marketing campaigns. Advertisers can now leverage engaging audio advertisements while tracking real-world results effectively, establishing a clear link between their advertising efforts and tangible consumer behavior. This development not only enriches GroundTruth's offerings but also equips advertisers with the tools needed to thrive in an evolving media landscape. For those interested in harnessing the power of audio advertising, GroundTruth presents a significant opportunity to achieve measurable business outcomes.

Explore more about this innovative solution and how it can elevate your marketing strategy at GroundTruth's website.