Tri-State Toyota Dealers Association and their agency partner, Saatchi & Saatchi, have collaborated with GroundTruth to test its Cost Per Visit model and direct customers to specific dealerships.
Toyota and Saatchi & Saatchi made use of GroundTruth's location data and targeting to optimize reach and maximize campaign effectiveness by only paying for verified visits. The platform’s location audience data allowed the automaker to tap into historical visit patterns to reach the most relevant in-market intenders for Toyota.
"Our campaign with GroundTruth allowed for us to have greater insight into how audiences in our market both consume and take physical action with our ads," Ryan Richmond, senior media planner at Saatchi & Saatchi, said. "Upon further review, the results showed interesting correlations between store performance and audience visitation — adding another sophisticated layer of intelligence for both the agency and our client. We feel that this effort helped to drive specific, targeted shoppers to our dealer locations."
Dan Silver, vice president of marketing at GroundTruth, says the campaign lasted for a month and directed more than 1,200 visits to specified dealerships in the New Jersey, Delaware and Pennsylvania. Most of the customers were steered by GroundTruth’s location-based audience targeting.
"Toyota's first test using GroundTruth's cost per visit model was a fantastic success," Silver said. "Toyota was able to not only efficiently fuel their audience targeting with GroundTruth's high-quality data, but were also able to see tangible real-world outcomes."
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