NEW YORK — GroundTruth announced the conclusion of a monthlong test of its “Cost Per Visit” lead-generation model conducted in partnership with the Tri-State Toyota Dealers Association and its agency partner, Saatchi & Saatchi.
GroundTruth focused on identifying and reaching true in-market intenders to engage customers likely to be in the market for a new car and encourage them to visit a nearby dealership. Proprietary location-based audience targeting allowed Toyota to tap into historical visitation patterns to reach the most relevant in-market intenders, said Ryan Richmond, senior media planner at Saatchi & Saatchi.
“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,” Richmond 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.”
This 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 audience targeting, according to the announcement.