35% of shoppers are willing to substitute a similar brand or product for the out-of-stock items on their shopping lists₁. “The impact of a true marketing strategy for out-of-stock items is much more meaningful than capturing a short-term sale,” said Dan Silver, Senior Vice President of Marketing, GroundTruth. “The real danger lies in brand switching. Having a highly localized solution in place can prevent the more significant loss of a loyal customer and their lifetime value.”

2021 Marketing Investments Could Be at Risk This Holiday Season
In the first half of 2021, total U.S. media ad spending grew by 32% year-over-year to reach $130 billion₂. In fact, GroundTruth data reveals that for the first time in July 2021, the number of ‘repeat visitors’ outpaced ‘new visitors’ to retailers since July 2020₃. With the emergence of supply chain shortages, those marketing investments to get consumers back into stores and increase brand loyalty are at risk as consumers look to spend more this holiday season. With consumers traveling an average of 10 more miles to retailers than they did in 2019₃, With consumers traveling an average of 10-more miles to retailers than they did in 20193, GroundTruth’s In-Stock Local Ads allow brands to dynamically serve ads based on product availability at nearby stores to reach shoppers who are willing to drive the extra mile for products.

About In-Stock Local Ads
GroundTruth’s hyper-local, store-level targeting capabilities inform consumers about digital offers and store information that are most relevant to them, including product availability and in-stock inventory. GroundTruth’s in-stock product marketing technology was introduced in 2020 to help CPG brands address limited supplies for essential products, such as toilet paper and cleaning supplies generated by the onset of COVID-19. By layering GroundTruth’s Neighborhoods technology, powered by MRC-accredited visitation data, with its in-stock tracking solution, GroundTruth’s new In-Stock Local Ads flips conventional thinking from “out-of-stock” notifications to “in-stock” notifications. These trusted location-based ads give brands a way to ensure their advertising spend creates a positive shopping experience for their customers.

GroundTruth is a 2021 OmniShopper Award recipient in the Best Digital Mobile Activation category from the Path to Purchase Institute for implementing CPG in-stock ads for a major fresh meat brand. The campaign focused on driving visits to Walmart locations with inventory availability. The initiative drove shoppers to locations with stocked shelves and led to a 24% increase in sales of their product, showcasing the impact that dynamic In-Stock Local Ads have in maximizing marketing spend to drive more sales.

¹ Numerator
² eMarketer
³ GroundTruth Data

About GroundTruth
GroundTruth is the leading location-based marketing and advertising technology company. Brands, agencies, small businesses, and non-profits trust their performance-driven solutions to help them reach consumers during moments of intent that generate important business outcomes. GroundTruth’s suite of geo-contextual display and video advertising products and services are available at scale through their self-serve omni-channel advertising platform, managed services, and industry reseller partnerships. GroundTruth’s marketing platform is powered by a unique data set called “visitation data” accredited by the Media Rating Council (MRC). Their proprietary cleansing processes combine contextual mapping technology (BlueprintsTM), owned and operated properties, and third-party mobile location data, together yielding over 30 billion visits annually.

Learn more: www.groundtruth.com

Media Contact
Matthew Pennacchio
Sunshine Sachs on behalf of GroundTruth
516-851-4766
groundtruth@sunshinesachs.com

The post GroundTruth’s New In-Stock Local Ads to Help Consumers Navigate Supply Chain Shortages this Holiday Season appeared first on GroundTruth.

In the wake of the coronavirus, 1 in 6 kids could face hunger. No Kid Hungry has a plan to make sure those children are fed, both during this crisis and in the recovery to follow. Through a combination of emergency grants, strategic assistance, advocacy and awareness, No Kid Hungry is helping kids, families and communities get the resources they need.

“Working with GroundTruth has been a natural fit for our mission to end child hunger in communities across the country,” said Diana Hovey, senior vice president at Share Our Strength, the organization behind the No Kid Hungry campaign. “Their ability to provide us with an omnichannel, trusted marketing platform to help us find and connect with families who are in need of our services is invaluable to our mission. We look forward to continuing to leverage their technology and expertise through our expanded partnership.”

As a corporate partner, GroundTruth will work with No Kid Hungry on developing and activating much needed food awareness marketing campaigns in communities across the country using a variety of different media formats including connected TV, mobile, desktop and social media. This includes working closely with national restaurant brands to drive donations, community engagement, donating ad impressions and matching donations.

No Kid Hungry has been focused on ending childhood hunger since 2010 by launching and improving food programs that give all kids the healthy food they need to thrive. Since 2018, GroundTruth has been providing direct access to location-based marketing solutions through its self-serve ad platform to help No Kid Hungry reach relevant audiences, highlight community resources, and drive awareness for meal services. The joint effort is part of GroundTruth Impact, a social good program focused on creating sustainable change within communities through GroundTruth’s leadership in location-based advertising technologies.

“Helping and being involved in local communities has always been a part of who we are at GroundTruth. Our partnership with No Kid Hungry allows us to help raise awareness around childhood hunger in order to mobilize additional resources, and bring immediate relief to families in need,” said Dan Silver, Senior Vice President of Marketing at GroundTruth. “By leveraging our technology, our hope is that we are able to create a lasting impact by connecting much needed community food programs to those in need.“

GroundTruth first partnered with No Kid Hungry to provide support for the Dine for No Kid Hungry campaign in partnership with thousands of restaurant locations in 2018 and 2019.

Since then, GroundTruth has supported several other campaigns including a 2020 COVID Relief program which focused on raising awareness for free meals during the pandemic. During this past year, when deadly winter storms affected millions of Texas residents, GroundTruth supported No Kid Hungry by helping drive awareness of Supplemental Nutrition Assistance Program (SNAP) benefits for local areas. This campaign reached more than 6,000 people to help inform them about critical food benefits during the crisis.

About No Kid Hungry

No child should go hungry in America. But in the wake of the coronavirus pandemic, one in six kids could face hunger. No Kid Hungry is working to end childhood hunger by helping launch and improve programs that give all kids the healthy food they need to thrive. This is a problem we know how to solve. No Kid Hungry is a campaign of Share Our Strength, an organization committed to ending hunger and poverty.

About GroundTruth

GroundTruth is the leading location-based marketing and advertising technology company. Brands, agencies, small businesses, and non-profits trust their performance-driven solutions to help them reach consumers during moments of intent that generate important business outcomes. GroundTruth’s suite of geo-contextual omni-channel products and services are available at scale through their self-serve advertising platform, managed services and industry reseller partnerships. GroundTruth’s marketing platform is powered by a unique data set called “visitation data” accredited by the Media Rating Council (MRC). Their proprietary cleansing processes combine contextual mapping technology (BlueprintsTM), owned and operated properties, and third-party mobile location data, together yielding over 30 billion visits annually.

Media Contact
Matthew Pennacchio
Sunshine Sachs on behalf of GroundTruth
516-851-4766
groundtruth@sunshinesachs.com

The post GroundTruth and No Kid Hungry Announce Partnership appeared first on GroundTruth.

With concerns surrounding ongoing changes to data access across the industry, tested and trustworthy data continues to be a top priority for marketers. Accreditation of GroundTruth’s visitation data gives brands a new level of confidence that they are using location-based data to drive and measure their advertising campaigns that has met the high bar needed to achieve MRC accreditation.

“We congratulate GroundTruth for meeting the rigorous requirements necessary to earn MRC accreditation for its Location, Place, and Visitation data sets,” said George W. Ivie, Executive Director and CEO of the MRC. “Throughout the accreditation process, GroundTruth has shown a high level of dedication to continuous improvement and to enhancing its now-accredited data sets, and we look forward to continuing our work with them in the years to come.”

“We are delighted to see GroundTruth receive the Media Rating Council’s (MRC) accreditation for its visitation data,” said Jonathan Faulkner, EVP of Digital iHeartMedia. “GroundTruth’s commitment to location accuracy and transparency of its methodology over the years is at the heart of our relationship. Accurate location data is increasingly critical in the marketing and advertising ecosystem and GroundTruth continues to be a leader in the space.”

For GroundTruth to achieve accreditation, the MRC conducted a rigorous and thorough audit and review process, which included the following:

• An assessment of Ground Truth’s adherence to location-based advertising measurement guidelines issued by the MRC, the Interactive Advertising Bureau (IAB), and the Mobile Marketing Association (MMA).
• An in-depth audit through an independent CPA firm to confirm GroundTruth visits’ compliance with industry standards.
• An evaluation of GroundTruth’s methodology for determining consumer location, place and visits, measurement methodology, data filtration processes, and reporting procedures as they relate to GroundTruth’s location data technology.

MRC’s multi-faceted review process also verified GroundTruth’s ability to detect visits and accurately assign them to a location. Three of the critical areas of GroundTruth data tested for quality by the MRC are Location Determination (the accuracy of mobile location signals), Place Determination (the precision of place mapping), and Visit Determination (the ability to distinguish and verify actual visits).

“The MRC’s accreditation seal has become the standard for determining data quality and effectiveness throughout the industry,” said Eddie Dingels, GroundTruth’s COO. “GroundTruth’s new accreditation reflects our ongoing effort to offer customers a best-in-class system for visits and location attribution. We’re also excited how this new category from the MRC will further advance our industry, as it’s crucial for brands to have access to metrics that are trusted, reliable, and effective.”

A non-profit industry association established in 1963, the MRC’s goal is to ensure that measurement services are valid, reliable, and effective. In the spring of 2017, the MRC produced standards around visitation metrics and what constitutes the sufficiency of a visit. As visitation has become a key measurement KPI for location data, accreditation by a trusted independent third party such as the MRC provides advertisers and media agencies full assurance they are using location metrics that have been verified as compliant with the MRC’s standards.

About GroundTruth

GroundTruth is the leading location-based marketing and advertising technology company. Sitting at the convergence of offline and online data, GroundTruth delivers a unique data set called “visitation data,” which allows brands, agencies, SMBs, and nonprofits to drive high-performing business outcomes (ROI). GroundTruth activates this data through a suite of performance products and services via their self-serve advertising platform, through managed services, or tailored partnerships. GroundTruth has built proprietary cleansing processes that combine their Blueprint’s contextual mapping technology, owned & operated properties, along with 3rd party mobile location data, together yielding over 30 Billion visits annually. Learn more: www.groundtruth.com

Media Contact

Matthew Pennacchio
Sunshine Sachs on behalf of GroundTruth
516.851.4766
groundtruth@sunshinesachs.com

The post GroundTruth Earns MRC Accreditation for Visitation Data appeared first on GroundTruth.

Forty-five percent of consumers who regularly watch online video tune into ad-supported services, according to the IAB. Brands, however, are only spending an average of 4% of their budgets on streaming. As the scale of OTT and CTV advertising supply increases, there is a growing need for marketing solutions that can fully harness the opportunity for marketers.

“The emergence of advanced TV advertising is very reminiscent of the early days of mobile,” said Eddie Dingels, Chief Operating Officer, GroundTruth. “In 2014, mobile accounted for a small percentage of digital ad budgets despite consumers spending nearly 25% of their time on mobile devices. It wasn’t until this year when mobile started matching desktop ad budgets. OTT and CTV advertising are on a similar path.”

With TV sets connected to the internet now in nearly three-fourths of every U.S. household, marketers can extend the reach and accuracy of their video advertising to smart TV screens across the country through OTT and CTV media. In addition, as data signals across the industry such as cookies get phased out, geo-contextual audiences are providing advertisers with viable and effective solutions to reach higher intent consumers than those searching online.

Findings from the first implementations of GroundTruth’s TV platform that span retail, auto, and restaurants, revealed¹:

• 65% of in-store shoppers are streaming entertainment on third-party apps
• Luxury brand millennial shoppers are consuming 20% more CTV content than average throughout the day representing three hours of their day. They shop at brands like LuluLemon, Adidas, Aldo, Abercrombie and Fitch
• Tech savvy shoppers are consuming 60% more CTV than average. That’s about four hours of their day. They shop at brands like Apple, Samsung, and Tesla
• Retail and restaurant goers are consuming 25% more CTV than average representing three hours of their day

GroundTruth’s geo-contextual targeting is powered by Blueprints, GroundTruth’s proprietary mapping technology that contextualizes offline behavior for performance-driven marketing solutions. For example, in April 2021, a leading automotive group ran several CTV ads along with their mobile campaign using geo-contextual auto intender audiences. Focused on reaching consumers who had recently visited luxury dealerships, the omni-channel campaign generated nearly two thousand visits at an average rate of $18 per visit, which is a 41:1 (profit vs investment) ratio.

_{1. Q1 2021 GroundTruth location-based TV visitation data}

About GroundTruth
GroundTruth is the leading location-based marketing and advertising technology company. Sitting at the convergence of offline and online data, GroundTruth delivers a unique data set called “visitation data,” which allows brands, agencies, SMBs, and non-profits to drive high-performing business outcomes (ROI). GroundTruth activates this data through a suite of performance products and services via their self-serve omni-channel advertising platform, through managed services, or tailored partnerships. GroundTruth has built proprietary cleansing processes that combine their Blueprint’s contextual mapping technology, owned & operated properties, along with 3rd party mobile location data, together yielding over 30 Billion visits annually. Learn more at www-stage.groundtruth.com.

Media Contact
Matthew Pennacchio
Sunshine Sachs on behalf of GroundTruth
516-851-4766
groundtruth@sunshinesachs.com

The post GroundTruth Introduces Geo-contextual and Audience Targeting for OTT/CTV appeared first on GroundTruth.

Today, there are over 7,000 businesses actively leveraging GroundTruth’s advertising solutions across its self-serve, managed service, and partnership teams. Under McCarthy’s leadership as President and CEO, GroundTruth will continue to invest in new solutions and advancements in performance targeting, strengthen its partnership ecosystem and expand opportunity and development for its employees. Furthermore, McCarthy’s unwavering commitment to cultivating a diverse and inclusive workplace will ensure better engagement, collaboration, and innovation.

“For the last 10 years, Steve has been an instrumental part of the rapid development and growth of GroundTruth and the adoption of location-based advertising technology,” said Mike Perlis, Chairman of the GroundTruth Board. “With his experience and industry acumen, along with the strategic appointments to our C-suite, we are confident that we will continue on our path of accelerated growth and innovation as an industry leader in location technology.”

“GroundTruth is a company that prides itself on scale, performance, trust, and above all else, people. As we move forward, we will continue to grow with our partners and customers to deliver data-driven solutions that provide unparalleled business outcomes,” said McCarthy. “I am honored and excited to lead the next phase of the company’s evolution and could not think of a better team to have in place.”

In addition to the appointment of McCarthy as President and CEO, GroundTruth has named four senior executives to its leadership team in a move to centralize oversight and continue strategic growth across sales and technology innovation. The appointments include:

Rosie O’Meara has been elevated to Chief Revenue Officer (CRO). In this role, O’Meara will drive top-line growth across all Company solutions, with direct oversight of GroundTruth’s sales and marketing functions. Prior to this new role, O’Meara served as Senior Vice President of Sales and Marketing. Before joining GroundTruth, Rosie served as Vice President of Customer Success & Mobile Initiatives at a4Media.

Chris Yamaoka will serve as Chief Strategy Officer (CSO). As part of this role, Yamaoka will focus on guiding GroundTruth strategy, corporate development, alliances and partnerships along with the company’s positioning within the market. Yamaoka previously served as GroundTruth’s General Counsel and Chief Privacy Officer, overseeing the company’s global legal affairs and privacy program.

Eddie Dingels has been named Chief Operating Officer (COO). Dingels’ role will be heavily focused on engineering, product development and solutions architecture to lead the company’s continued technology innovation. Before becoming COO, Eddie served as General Manager of WeatherBug, where he led business, technology, and product operations.

Yuichi Sakashita has been promoted to the role of Chief Financial Officer (CFO). In this role, Sakashita will be responsible for all the Company’s financial functions including accounting, treasury, and corporate finance, as well as the HR and IT functions. His career spans more than 20 years of varied experience in financial management, business leadership and corporate strategy.

These management changes put GroundTruth in a position to grow and meet the increasing demand for its services. As performance-based advertising adoption continues to rise, GroundTruth is at the forefront of delivering a precise and accurate level of location targeting, made possible through patented technology for unmatched accuracy.

About GroundTruth
GroundTruth is the leading location-based marketing and advertising technology company. Sitting at the convergence of offline and online data, GroundTruth delivers a unique data set called “visitation data,” which allows brands, agencies, SMBs, and non-profits to drive high-performing business outcomes (ROI). GroundTruth activates this data through a suite of performance products and services via their self-serve advertising platform, through managed services, or tailored partnerships. GroundTruth has built proprietary cleansing processes that combine their Blueprint’s contextual mapping technology, owned & operated properties, along with 3rd party mobile location data, together yielding over 30 Billion visits annually.

Contacts
Sunshine Sachs on behalf of GroundTruth
Matt Pennacchio
516-851-4766
groundtruth@sunshinesachs.com

The post GroundTruth Announces New Chief Executive Officer and Appointment of Senior Management to its Leadership Team appeared first on GroundTruth.