Impact Social Good – GroundTruth https://www.groundtruth.com Real-world Behaviors. Real Business Results. Wed, 07 Feb 2024 15:47:35 +0000 en-US hourly 1 https://wordpress.org/?v=6.5.3 https://www.groundtruth.com/wp-content/uploads/2023/09/cropped-gt-logo-fivicon-32x32.png Impact Social Good – GroundTruth https://www.groundtruth.com 32 32 No Kid Hungry https://www.groundtruth.com/insight/no-kid-hungry-summer-campaign/ Wed, 10 Jan 2024 20:36:00 +0000 https://www.groundtruth.com/?p=460969 No Kid Hungry boosts awareness of summer meal program, driving over 19k clicks to critical meal finder with GroundTruth media.

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No Kid Hungry leveraged GroundTruth media to reach relevant audiences with details about their summer meals program.
The goal of the campaign was to raise awareness among families about how to find summer meals available nationally, with a targeted focus on key states. Parents and caregivers were encouraged to text "FOOD" or "COMIDA" to No Kid Hungry's 304-304 hotline to find free meals near them.

No Kid Hungry initially launched the texting hotline to let parents know about free summer meal sites in their neighborhoods. This resource is especially crucial during the summer months when the meals that many children rely on at school are no longer accessible.

Real-World Solutions

To reach key audiences across nine U.S. states, there was a media mix of mobile and connected TV (CTV) ads to engage people at various moments throughout the day.
Similar tactics were applied cross-channel, mixing location and audience targeting. Geotargeting was deployed across all channels along with 1st party audiences for relevant and hyper-focused reach.
no-kid-hungry

Real Business Results

Across the nine priority states, the GroundTruth campaign reached over 860k unique users across both mobile and CTV devices. Because the objective of this campaign was to increase awareness and drive action, the focus was on targeted reach with relevant messaging to encourage users to learn more. In total, the campaign resulted in 19k clicks, an average click-through rate of 0.41%. on mobile, and a 97.8% average video completion rate across both English and Spanish CTV video ads.

Throughout the campaign, more than 2.5k unique users accessed No Kid Hungry’s meal finder resources via WhatsApp, enabling them to connect their intended audience of Latino families with meals on an entirely new platform that they trust.

By the Numbers
0 K

Clicks driven to No Kid Hungry's meal finder resource

0 %

Average click-through rate on mobile ads, 2X above the GroundTruth benchmark for mobile banners

0

Unique users who messaged No Kid Hungry via WhatsApp throughout the campaign

All kids deserve a great summer, but for millions of children who rely on school meals, summer can be the hungriest time of year when school is out.

And with the rise in cost for food and other necessities like utilities, gas and rent,  there’s a bigger financial strain on families’ already tight budgets, making raising awareness of free summer meals sites across the nation extremely critical. That’s why we’re grateful for the continued support from GroundTruth media to help us promote our summer meals text service, so families know where to find healthy meals for their kids. This year’s expansion of the meal finder resources allowed us to reach more immigrant and Latino families via WhatsApp, a popular messaging app trusted by the community.

Jonny Yaollen
Jonny YaollenAssociate Director, Digital Marketing - Resource, Development and Growth
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]]> Podcast: Rosie O’Meara – Changes Overnight https://www.groundtruth.com/article/podcast-rosie-omeara-changes-overnight/ Tue, 28 Mar 2023 12:43:00 +0000 https://www.groundtruth.com/?post_type=article&p=459744 Rosie O'Meara, GroundTruth Chief Revenue Officer, discusses the intersection of online shoppers and in-store shoppers and how smart brands stay aware of this activity.

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The goal of the Stirista podcast is to chat with industry leaders and get their take on the current challenges of the market. Stirista speaks with Rosie O’Meara, GroundTruth Chief Revenue Officer, to learn about the intersection of online shoppers and in-store shoppers and how smart brands stay aware of this activity. Listen to the full podcast here

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]]> Podcast: Brandon Rhoten, CMO, GroundTruth https://www.groundtruth.com/article/podcast-brandon-rhoten-cmo-groundtruth/ Fri, 03 Mar 2023 13:47:00 +0000 https://www.groundtruth.com/?post_type=article&p=459746 Brandon Rhoten, Chief Marketing Officer of GroundTruth, discusses brand visitation data during inflation, as well as several challenges marketers will be facing throughout 2023.

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Advertising Week’s AW360 speaks with Brandon Rhoten, Chief Marketing Officer of GroundTruth. Brandon discusses brand visitation data during inflation, as well as several challenges marketers will be facing, and hopefully tackling, throughout 2023 and beyond.

Listen to the full podcast here

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]]> Marketing Briefing: The outlook for Q2 is mixed, but marketers’ hopes grow for a better 2nd half https://www.groundtruth.com/article/marketing-briefing-the-outlook-for-q2-is-mixed-but-marketers-hopes-grow-for-a-better-2nd-half/ Tue, 28 Feb 2023 13:51:00 +0000 https://www.groundtruth.com/?post_type=article&p=459747 GroundTruth shares their take on why the last two quarters of 2023 will likely be promosing for marketers.

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If you ask marketers and agency executives what the second quarter will look like, you’ll hear that it’s a bit of a mixed bag. Marketers are spending, and there are signals that spending could pick up in the second half of the year with more new business pitches happening now.

Read the full article here

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]]> Why This Marketing VP Left Wendy’s To Join A Location Data Vendor https://www.groundtruth.com/article/why-this-marketing-vp-left-wendys-to-join-a-location-data-vendor/ Thu, 02 Feb 2023 13:56:00 +0000 https://www.groundtruth.com/?post_type=article&p=459749 Brandon Rhoten, CMO of GroundTruth, shares why tangible outcomes are important when selecting any media partner to work with.

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FAdExchanger sits down with Brandon Rhoten, newly appointed GroundTruth CMO, to discuss why tangible outcomes are important when selecting any media partner to work with. Before joining GroundTruth in September, Brandon spent three years as global CMO of Potbelly, one year as global CMO of Papa Johns and six years as VP and head of advertising, media and digital marketing at Wendy’s.

Read the full article here

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]]> AW360: Rosie O’Meara, Chief Revenue Officer, GroundTruth https://www.groundtruth.com/article/aw360-rosie-omeara-chief-revenue-officer-groundtruth/ Mon, 14 Feb 2022 05:47:35 +0000 https://www.groundtruth.com/?post_type=article&p=443691 Rosie O'Meara, GroundTruth CRO, discusses the trends driving change throughout the marketing landscape.

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]]> Advertising Week’s AW360 podcast talks with Rosie O’Meara, GroundTruth CRO, about the trends driving change throughout the marketing landscape. In this one-on-one podcast interview, hear how brands and agencies are responding to shifting consumer needs and the realities of the new normal.

 

Listen to the podcast

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]]> Auto Marketers Set For a Tuneup in 2022 https://www.groundtruth.com/article/auto-marketers-set-for-a-tuneup-in-2022/ Mon, 06 Dec 2021 05:51:08 +0000 https://www.groundtruth.com/?post_type=article&p=443693 GroundTruth’s SVP of Marketing, Dan Silver outlines six ways auto marketers can leverage data-driven insights to create customer experiences for consumers.

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]]> Although the auto industry is still navigating the ramifications of COVID-19, there are several reasons for optimism. GroundTruth’s SVP of Marketing, Dan Silver, outlines six ways auto marketers can leverage data-driven insights to create customer experiences for consumers as they return to in-person auto shopping.

Read Dan’s article in Localogy about how the right automotive marketing strategy can continue reaching and engaging car buyers:

Read the full article here

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]]> Don’t Wait to Winterize Your Advertising Strategy https://www.groundtruth.com/article/dont-wait-to-winterize-your-advertising-strategy/ Thu, 14 Oct 2021 12:00:00 +0000 https://www.groundtruth.com/?post_type=article&p=431513 Tom Donoghue, VP of CTV and OTT at GroundTruth explains the importance of optimizing advertising strategies to align with seasonal weather changes.

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]]> How often do marketers consider how weather conditions impact the performance of their advertising campaigns? Tom Donoghue, VP of CTV and OTT at GroundTruth, explores the importance of optimizing advertising strategies to align with seasonal weather changes.

 

Read the full article here

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]]> Infographic: Malls Were the Big Winner of Back-to-School Season https://www.groundtruth.com/article/infographic-malls-were-the-big-winner-of-back-to-school-season/ Sun, 26 Sep 2021 05:38:11 +0000 https://www.groundtruth.com/?post_type=article&p=429933 As kids head back to classrooms, in-person shopping returned as well.

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]]> The 2021 back-to-school season looked much more like a conventional school year with resumed in-person teaching, leading shoppers to return to their usual habits, too. Foot traffic to malls, as measured by GroundTruth, was up all summer compared to 2020.

 

Check out the infographic here

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]]> 2021 Holiday Retail Forecasts and Predictions https://www.groundtruth.com/article/2021-holiday-retail-forecasts-and-predictions/ Fri, 10 Sep 2021 10:38:42 +0000 https://www.groundtruth.com/?post_type=article&p=428803 Dan Silver, GroundTruth SVP of Marketing joins other industry experts in a conversation surrounding 2021's holiday buying forecasts.

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]]> Following another uncertain year, the 2021 holiday season is coming up and retailers need to take on new strategies when crafting their holiday retail promotional plans. Here to help, RIS is arming retailers with our second annual guide to peak selling season. Dan Silver, GroundTruth SVP of Marketing joins other industry experts to advise companies in how to prepare.

 

Read the full article here

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]]> Setting the Stage for the Next Evolution of Mobile Advertising https://www.groundtruth.com/article/setting-the-stage-for-the-next-evolution-of-mobile-advertising/ Mon, 30 Aug 2021 12:00:41 +0000 https://www.groundtruth.com/?post_type=article&p=428726 Eddie Dingels, GroundTruth's Chief Operating Officer, spoke with Advertising Week about the evolution of mobile advertising.

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]]> In an exclusive conversation with Advertising Week, Eddie Dingels, GroundTruth’s Chief Operating Officer, spoke about the evolution of mobile advertising. In this Q&A, Eddie provides insights into the impact of data accesibility changes, GroundTruth’s recent MRC accreditation, and what lies ahead for marketers.

 

Read the full article here

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]]> Expert Roundup: The New Data Arms Race https://www.groundtruth.com/article/expert-roundup-the-new-data-arms-race/ Thu, 26 Aug 2021 12:00:01 +0000 https://www.groundtruth.com/?post_type=article&p=426888 Eddie Dingels, GroundTruth's Chief Operating Officer, explains why data accountability is more important than ever during a new era of mobile advertising.

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]]> For marketers that want to leverage location-based data, the difference between accurately identifying a consumer in one location versus a neighboring business is critical to generating the best campaign results. Eddie Dingels, GroundTruth’s Chief Operating Officer, explains why data accountability is more important than ever during a new era of mobile advertising.

 

Read the full article here

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