We look forward to joining hundreds of industry leaders for the largest gathering of local advertising executives. Borell is all about local advertising and marketing, and all about revenue strategies. Some call it the “skip the hype/follow the money” conference. The event attracts more than 400 executives who come to network and to learn from dozens of top-name speakers.

Interested in setting up time to discuss one-on-one?

Let’s Connect

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Thousands of Retailers. Hundreds of Insights. One Classic eTail Experience.

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No matter what industry you’re in, when you get together with other professionals to discuss the future and what’s possible, something magical happens. That’s exactly what we experienced at Adweek’s CommerceWeek 2024.  Rosie O’Meara, GroundTruth’s CRO, sat down with Evan Moore, SVP, Commerce Partnerships at NBCUniversal and William Bradley, Adweek Editor, to discuss all things Connected TV (CTV), including why companies should invest right now. (Hint: undeniable ROAS).

If you weren’t able to make the event, we have the full conversation available for you now.

>> CLICK HERE TO PLAY!

ABOUT COMMERCEWEEK
A seamless, frictionless and intuitive buying experience across all touchpoints, devices and contexts remains paramount for brands seeking to garner preference and loyalty in an ever-more-fractured world.

Melding brand storytelling and sales has never been more important, and new technologies—looking at you, AI—enable that in dynamic new ways.

At Commerceweek, we’ll explore the internal skills, capabilities and investment necessary now to deliver the best brand commerce experiences across a digital ecosystem, as well as the role of creativity—in all of its definitions— in selling effectively and consistently, tapping into consumer and customer proclivities and priorities through powerful data analytics.

Hear from TV, media, technology and marketing leaders at the forefront of convergent TV transformation on how they’re leveraging agility, partnerships and experimentation to gear up for the next shift. The Convergent TV Summit is the best place to prepare for new trends and make industry connections that can help you stay a step ahead in the competitive space.

Let’s Connect

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Real-World Solutions

Location Audiences allowed Ulta Beauty to target direct competitors near their new locations. The competitive set included both major chain stores and smaller local specialty shops, optimizing reach to potential customers while stealing market share.

Behavioral Audiences such as Beauty & Cosmetic Shoppers enabled Ulta Beauty to reach intenders who would most benefit from learning about a new store opening in their vicinity.

Proximity Targeting was taken a step further as Ulta Beauty and GroundTruth partnered to set insights-led, custom radial targeting around new stores to optimize reach and effectiveness.

Real Business Results​

Ulta Beauty leveraged insights from GroundTruth’s location solutions as part of their media plan to support a number of their new store openings. 2.5x GroundTruth-supported Ulta Beauty store openings were 2.5X more likely to reach their state average visitation rates than non-supported stores. GroundTruth-supported locations were not only more likely to meet their state average weekly visitation rates, but did so 43% faster than new stores not supported by GroundTruth media.

Our partnership with GroundTruth provides an opportunity to enhance our new store marketing strategy. Their technology gives us the ability to leverage leading location data to assist us in reaching high-potential customers, at the right time and in the right place, boosting our awareness in the local market and driving foot traffic to our new stores.

Casey FoxenIntegrated Marketing Manager

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Real-World Solutions

Cost Per Visit, the first-to-market performance model that allows marketers to only pay when verified in-store visits occur, was activated by Coach to focus efforts on driving customers in-store.

Location Targeting drove 76% of the generated in-store visits, largely by reaching consumers who had visited Coach locations in the past or visited identified points of interest that would indicate a potential customer. Almost 5% of those visits were influenced by ads delivered while the customer was on the retail block, keeping the brand top of mind and guiding customers through their doors.

Audience Targeting tactics drove the remaining visits, primarily by targeting Look-a-Like customers. This tactic allowed Coach to successfully extend the scalability of their campaign by reaching customers who behave similarly to Coach customers based on various location-based attributes.

Real Business Results​

Coach aimed to drive almost 20K visits, but ended up performing at 150% to goal by driving over 30K visits to retail locations during the two month timeframe. Because of the risk-free element to Cost Per Visit, the 11K incremental visits came at no additional cost above the initial target goal.

The majority of visits occurred within three days to one week of being served an ad, highlighting the impact that timely influence can have on driving actions. We also saw the highest foot traffic spikes from Friday into Saturday, when consumers have more free time to shop.

While we saw strong physical proof of performance, we also saw a strong digital response from potential shoppers with Rich Media Engagement Rates up +10-16% to GroundTruth’s benchmark. All around, this campaign showcased the power location has in identifying, reaching, and influencing the right consumers.

Location is an important piece of our overall strategy to better understand existing customers, as well as drive new ones. Being able to buy through GroundTruth on a Cost Per Visit basis also eliminates a lot of the guesswork on our end. We’re able to build campaigns with full confidence that we’ll hit our visitation, or as past campaigns have proven, far exceed them.

Carlos BecilChief Marketing Officer, Coach

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Time to dust off those jingle bells! The holiday season seems to start earlier each year, extending over a longer period to accommodate additional promotional events eager to capitalize on the shopping frenzy.

What does this mean for you, marketers? You need to get in front of holiday shoppers with relevant messaging across all the channels that will have the most impact several weeks ahead of the holidays! It also means your marketing plans need to be strategic, effective, and, most importantly, based on real-world behaviors. To help you sleigh your marketing goals, GroundTruth has a holiday gift for you. Our team tracked 2023 holiday spending and foot traffic trends to the biggest retailers using our 1st party data. Plus, we’ve got a few stocking stuffers down below to make your marketing plans actionable. Are you ready to make the most of the holiday season? Let’s get started!

Where Holiday Shoppers Do Their Shopping

Traditional brick-and-mortar stores are still holding the winter crown, claiming more than 80% of the holiday retail sales pie, according to eMarketer. However, the digital realm, particularly mobile commerce (m-commerce), is quickly gaining ground. It’s expected to make up nearly half of all holiday e-commerce sales in 2023, signaling a shift in how consumers are choosing to shop during this festive season. This trend underscores the importance of a robust online presence for marketers looking to tap into this growing market.

2023 Holiday Season Foot Traffic Wrap Up:

Black Friday was the start of a season full of ongoing deals and savings for budget-conscious shoppers.

• GroundTruth foot traffic data shows that certain categories fared better than others on Black Friday:
   Jewelry stores saw a 66% increase in foot traffic followed by Sporting Goods (54%),   Electronics/Office Supply (43%), Apparel/Footwear (36%) & Malls/Department Stores (35%).
• Within each category, certain brands outperformed others, including:
   Jewelry: Helzberg Diamonds, Zales the Diamond Store & Kay Jewelers
   Sporting Goods: Columbia Sportswear, Champs Sports & Cabela’s
   Electronics/Office: Best Buy, Microsoft Store, Gamestop
   Apparel/Footwear: New Balance, Aéropostale & Under Armour
   Malls/Department: Tanger Outlets, Kohl’s & Simon Malls

Following Black Friday, shoppers began to prepare their homes for holiday celebrations and guests.

• In the week following Black Friday, foot traffic to the Furniture and Home Improvement/Furnishing sectors increased and stood out amongst the other Retail categories.

Weekends in December are when shopping ramps up, with foot traffic peaking the third weekend of the month.

• Foot traffic peaked for the holiday season on December 16th, one week ahead of the usual peak of Super Saturday, with foot traffic to the Retail category 47% above average.

2023 Holiday Shopper Favorites

Jewelry Stores were golden throughout the holiday season, with foot traffic almost double the average rate (93% above average). Other noteworthy shopping categories included Kids Stores (90%), Sporting Goods (86%), Apparel/Footwear (81%), Alcohol (74%), Beauty (74%) and Malls/Department Stores (70%).

 

What 2023 Shoppers Planned to Buy

2023 Holiday Season Retail Ecommerce Sales

As for the gifts people are searched for in 2023, it’s all about apparel, accessories, and those fun toys and hobbies. Holiday retail shoppers aren’t just meeting the benchmark – they’re dashing ahead of it! According to eMarketer, these are the only gifting categories set to outpace the ecommerce sales growth rate benchmark of 11.3% for the full season.

What’s a contributing factor to this growth? Spending extra time in the office, planning for new vacations, and the increase in social events is causing everyone to take a second look at their wardrobe! If you’re looking to make the most of your holiday ads, these are the golden ticket to your success.

How to Maximize Your Holiday Marketing Strategy

Let’s roll up our sleeves and dig into the details of how marketers can really make the most out of this extended holiday season. Consider it our little holiday workshop to help you wrap your marketing strategy with a bow.

1. Embrace an Omnichannel Approach

An omnichannel strategy is an absolute must. Creating marketing synergies that cater to customers across various touch points will be a game-changer for this season. As marketers, you should encourage in-store app usage that can drive incremental traffic between physical and online channels. Also, consider adding robust loyalty programs and convenient click-and-collect options to your holiday campaign, as they can boost sales during this competitive shopping season.

2. Invest in CTV (Connected TV)

Amid the holiday hustle and bustle of search and social channels, it’s time to break away from the pack and explore emerging marketing channels, like CTV advertising. CTV offers efficient targeting and can generate a higher return on ad spend (ROAS). When combined with other media channels, such as mobile, CTV can help you amplify your message across the same audience and increase store visitation by 61% compared to just mobile marketing alone, according to a GroundTruth study. By investing in CTV ads, you can reach your audience in a more engaging and cost-effective manner, making it a valuable gift for your marketing strategy.

3. Know Your Audience

Just like Santa checking his list twice, understanding your audience is essential to crafting a successful holiday marketing plan. Don’t let the jingle of industry reports and trend predictions fool you into a false sense of security. Instead, rely on the gift of real-world shopper behavior insights to convey an effective holiday message. Whether you’re targeting early holiday planners or last-minute shoppers, harnessing the power of audience targeting platforms can help you build a profile based on your target market’s real-world behavior.

As we get ready to spread some extended holiday shopping cheer, keep in mind there are countless opportunities to build the connections that warm the hearts of your customers (and your leadership teams). With these holiday shopping trends in mind, you’ll have a leg up on the season. By staying updated on those important dates, knowing where people are doing their holiday shopping, and learning what’s at the top of those wish lists, you have all the right ingredients to make your holiday marketing strategy jingle all the way. So, here’s to a season filled with love, laughter, and a dash of marketing magic.

Interested in additional strategies that can help you drive real business results this holiday? Download one of our complete holiday strategy guides:

Retail

CPG & Shopper Marketing

Travel & Tourism

Want to spice up your holiday marketing plan? Learn more about how GroundTruth can help you optimize your marketing strategy this extended shopping season by contacting us.

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GroundTruth's media products target your customers based real world behaviors – such as past visitation, current location, or past purchases – so you can be confident that your campaigns will drive real business results.

If you're looking for effective ways to connect with egg-cited shoppers, brunch enthusiasts, and holiday celebrants in the weeks leading up to Easter Sunday, your search ends here. Fill your advertising basket with targeted, multi-channel strategies to engage with celebrants hopping into the holiday. This approach will not only enhance your brand visibility but also boost in-store visits and optimize your media investment.

In this guide, we’ll:

• Analyze historical and projected Easter trends
• Uncover key Easter audiences by location and behavior
• Provide Easter targeting strategies and recommendations

Download Now

Fill out the form below to access the strategy guide.

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GroundTruth's media products target your customers based on real world behaviors – such as past visitation, current location, or past purchases – so you can be confident that your campaigns will drive real business results.

If you're looking for effective ways to connect with game day enthusiasts, party revelers, and halftime fans during the crucial moments, your search ends here. Utilize precise, multi-channel tactics to engage with celebrants in the weeks leading up to and after the Big Game. This approach will not only enhance your brand visibility but also boost in-store visits and optimize your media investment.

In this guide, we’ll:

• Analyze historical and projected game day trends
• Uncover key game day audiences by location and behavior
• Provide game day targeting strategies and recommendations

Download Now

Fill out the form below to access the strategy guide.

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TV isn’t what it used to be. It’s not even what it was last year, last month, or even last week. From ad-supported streaming to emerging measurement currencies to creative strategies optimized for CTV, change is the only constant.

Hear from TV, media, technology and marketing leaders at the forefront of convergent TV transformation on how they’re leveraging agility, partnerships and experimentation to gear up for the next shift. The Convergent TV Summit is the best place to prepare for new trends and make industry connections that can help you stay a step ahead in the competitive space.

Let’s Connect

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GroundTruth is proud to sponsor MediaPost’s TV & Video Insider Summit from October 22 – 25 in Nashville, TN.

2023 has been another test-and-learn year for video advertisers and media buyers. With the economic instability, along with ever-expanding streaming channels, changing measurements, and growing programmatic and social media video alternatives, the TV and video landscape is continually changing.

And with all of these options, capturing consumer’s engagement is more challenging than ever.  How are marketers breaking through the noise?

In case studies, discussion sessions, and MediaPost’s signature daily roundtables, we bring some of the most experienced video buyers and planners together to share their best practices and help us sort through the complexities.

Let’s Connect

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