The campaign will be measured and verified by the UK’s leading independent location measurement company, Rippll.
Honda and Dentsu Aegis owned-agency Amplifi have signed as the first Cost Per Visit (CPV) partners, where GroundTruth only charges advertisers for recorded visits into specified dealerships and showrooms. In response to the industry demand for independent evaluation, all CPV campaigns offered by GroundTruth are measured and verified by the UK’s leading independent location measurement company, Rippll.
The requirement for 3rd party verification is growing stronger amongst advertisers, with Exchangwire’s ‘Is Mobile Measuring Up?’ report revealing the number of advertisers intending to use such companies set to increase by over 89% over the next 12 months. Rippll opted to work with GroundTruth on this launch owing to the outstanding performance over short distances with their proprietary location technology, Blueprints.
GroundTruth’s launch follows the significant momentum since launching CPV in March 2017, where 8 out of 10 of brands who were pitched the solution activated. The solution means that brands only pay for advertising that results in a real visit, representing a shift in accountability from buyer to partner. It was designed to allow advertisers to navigate industry pitfalls against brand safety and fraud.
Louise Furneaux, Marketing Communications Manager, Honda UK said: “Cost Per Visit changes the focus for marketers, from placement to strategy by removing the budgetary risk and concentrating on outcomes. Importantly, with GroundTruth’s CPV being independently verified, we have suitable reassurance that we only pay when actual visitation took place.”
Lucy Fletcher, Digital Account Manager, Amplifi said: “We are really excited to be working with Honda and Groundtruth as the first EMEA brand to test their CPV product and make our media activity even more accountable. Driving footfall has increasingly become a key KPI for Honda, and accurately tracking dealership visits is much closer to the point of sale than other measurements such as downloading a brochure.”
Theo Theodorou, General Manager EMEA, GroundTruth said: “Cost Per Visit measured by Rippll’s verification methodology allows us to bring advertisers the certainty and confidence they deserve, not only around guaranteeing offline visits but independently verifying that the visits actually happened. We are delighted to have such eminent brands as Honda and Amplifi be the first to partner with us in the UK.”
Doug Chisholm, CEO, Rippll commented: “We are delighted to support GroundTruth in this bold move to provide agencies with a more tangible and transparent buying model for Location Based Advertising. This will help agencies to better understand and measure what they are buying. It will also help them prioritise the location vendors they work with as many newcomers are flocking to the market, some with opaque practices that this kind of verification cuts right through.”
Source: Net Imperative