Location platform, GoundTruth has teamed up with the Tri-State Toyota Dealers Association and its agency partner Saatchi & Saatchi to test GoundTruth’s cost-per-visit model and drive customers to specific dealerships.
Toyota and Saatchi & Saatchi used GroundTruth’s location data and targeting to optimize reach and maximize campaign effectiveness by only paying for verified visits. As Toyota’s partner, GroundTruth focused on identifying and reaching true in-market intenders (those likely to be in the market for a new car) and encouraged them to visit a nearby dealership.
Location audience data allowed Toyota to tap into historical visit patterns to reach the most relevant in-market intenders for the car brand.
The month-long campaign drove over 1,200 visits to specified dealerships in the Delaware, Pennsylvania, and New Jersey targeted demographic areas, with the majority of customers driven by Location-based Audience targeting.
Toyota’s first test using GroundTruth’s Cost Per Visit model was a fantastic success. 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, with over 1,200 visits delivered from only 192k impressions.
Dan Silver, Vice President of Marketing at GroundTruth