GroundTruth Blog

GroundTruth Named a Snapchat Partner: Helping Advertisers with Location-Powered Experiences

Posted by Ted Babitz on Jun 27, 2017 12:00:00 PM

GroundTruth named Snapchat Partner

In today's experience economy, it's more important than ever to be where your consumers are. With 79% of surveyed teens using Snapchat, the highest of any social media app according to Statistia, brands and marketers can no longer ignore its allure—they must be there too.

Snapchat's ephemeral nature makes it irresistible to its users: photos, videos, and messages that disappear by default rather than all remaining in curated form for the rest of the world to see. It's a reaction to the first generation of social media and an overt acknowledgement that in a digital world where everything seems unlimited, all that matters are the experiences we share. Snapchat has become the experience platform.

It's on this note that we're thrilled to announce that GroundTruth has been named a Snapchat Partner to make their Geofilters and Snap Ads available directly on GroundTruth's platform through Snapchat’s API.  As the world's consumers demand increasingly curated experiences, together we're providing the tools to be contextually relevant in a way that truly surprises and delights them.

To really understand the potential for this integration, let's explore the power of Snapchat's Geofilters and Snap Ads.

Geo-ust for fun

We'll start with the basics. Users can create, customize, and share Geofilters, which are images that overlay their photos and videos. Geofilters help explain the where, when, and why Snapchatters took a Snap.

Snapchat GroundTruth Geofilters

Geofilters are a way for users to enhance their creativity, spread joy, and perpetuate memes. But businesses can create them too, and this is where Snapchat starts to dabble in augmented reality: their Geofilters allow businesses to create branded versions which include logos and images and make them available in a radius around a fixed location.

W hotels, for example, deploys them at its hotels to allow guest to share where they're staying without directly saying it. The W logo gets a free ride on users' Snaps, and users get to humble brag.

Let the video ads roll

And then, there are the Snapchat video ads called Snap Ads. Snapchat allows businesses to target full screen video ads at users.  GroundTruth enhances this by allowing advertisers to target unique users based on GroundTruth’s location profiles, which are then loaded through the Snapchat API. For example, a GroundTruth advertiser may want to target its branded videos at people who visited the music festival Coachella or to those who have shopped at a specific store recently. By leveraging the power of GroundTruth’s Location Audiences with Snapchat’s Audience Match technology, the targeting of those users with their corresponding Mobile IDs on Snapchat is now possible, and easier than ever.

Location, location, experience

GroundTruth clients can now access these powerful features directly through the GroundTruth platform and seamlessly make them available on Snapchat. There they can work with our team to create or upload designs, select broadcast areas, access GroundTruth’s custom Location Audience segments, and more. The potential for delighting customers is limitless and we're excited to see what our client partners come up with. Will they shock and awe customers with Snap Ads that are so relevant that they feel completely personalized? Will businesses create unique Geofilters and send consumers scouring far and wide to collect and share them? Time will have to tell.

What is certain, however, is that users crave the here-and-now. If businesses can meet them with clever, relevant, Geofilters and Snap Ads that enhance their experience, that economy will be theirs for the taking.

To learn more about the GroundTruth and Snapchat integration, read up on it here.

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Morning vs. Evening Diners: Reach Your Ideal Restaurant Goer Based on Real-Time Foot Traffic Data

Posted by Joanna Rotter on May 31, 2017 10:25:00 AM

AMPM-Featured Image.jpg

Did you know the average American eats out four to five times a week? That’s great news for restaurants –especially those who are interested in reaching consumers to increase visits to their business.

The first step towards reaching these consumers is understanding where and when they go out to eat. As a marketer, foot traffic trends reveal insight into how to engage your target audience and ultimately increase visits to your business.

After diving into our proprietary location data, we learned that night owls behave much differently than early birds. Here’s what we found:

AMvsPM diners_infographic - FINAL .png

Because location is the truest indicator of someone's purchase intent, we've found that it's also the most accurate way to build audience segments for your marketing campaigns. Learn how location defines the new audience in our eBook for marketers. 



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Reach Sports Enthusiasts by Tapping into Real-World Visitation Trends

Posted by Joanna Rotter on Apr 25, 2017 1:45:00 PM

Behavioral Audience Segment Sports Enthusiasts

There are few better times to be a sports enthusiast than spring. As the NHL and NBA playoffs heat up and MLB season kicks off, sports lovers everywhere are traveling to see their favorite teams or gearing up with the best athletic apparel. During this season, it's crucial for brands to understand who sports enthusiasts are and their shopping preferences in order to gain a leg up during important sports occasions like playoff season and opening day. 

Through our accurate location verification process, xAd defines the Sports Enthusiasts audience segment as anyone who sets foot in sports stadiums, bars, and venues, as well as athletic apparel stores. Then, we analyze their shopping patterns based on their real-world visitation behavior and turn those trends into key insights and takeaways for marketers. Here's what we found for Sports Enthusiasts and how marketers can apply key findings when you want to reach them. 

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Because location is the truest indicator of someone's purchase intent, we've found that it's also the most accurate way to build audience segments. Learn how location defines the new audience in our eBook for marketers. 



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Drive Parents In-Store Around Back to School Using Location-Defined Audiences

Posted by Joanna Rotter on Apr 3, 2017 10:25:09 AM

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Back to School Means Back to Store

Did you know, U.S. consumers shop in-store for Back to School more than any other shopping occasion? Whether it’s so they can evaluate items in real life, spend time shopping with their child, or cash in on better sales and in-store rewards, 76% of U.S. parents prefer to shop in-store for Back to School, according to the 2016 eMarketer study, “Occasions/ Holidays for Which US Parent Internet Users Prefer to Shop In-Store.”

As a shopping season still dominated by physical store traffic, brands that are able to attract the right audiences into their brick and mortar locations have a huge advantage during the back to school season, which spans as early as June and can last past Labor Day.

And once brands get the right shoppers in-store, they’ll benefit from the increase in overall spend, which was up across all back to school categories from 2015 to 2016.

But, driving people in-store isn’t easy, let alone attracting the right audience best suited for your specific brand or category. That’s why we broke down the broad audience for back to school shoppers - parents - into distinct groups based on the actual places they visit.

Location Indicates Intent and Drives Visitation Trends

Location is the strongest indicator of intent and the best way to define who someone is, so we use the places someone goes, overlaid with demographic data, to identify the most accurate audience segments for the Back to School timeframe. Here's an example of how we identify one of those segments: "Fit Moms"

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Each audience we defined revealed distinct shopper behaviors and affinities, which allows brands to better align their targeting strategies and messaging to their ideal BTS audiences.

Here’s what we found based on xAd’s first-party visitation data of key Back to School audiences and at which types of store categories they over index. 

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Reaching the Right Audience through Location Presents a Huge Opportunity for Marketers

As marketers, you can use specific audience segments, like the ones listed above, to inform your back to school strategy in 2017.

Here are some Back to School strategy examples to activate using location and audience trends:

  • Brands often forget about Dads as a target audience for Back to School, even though they over index above Moms at office supply and coffee shops. With this in mind, Office Retailers could run a Back to School campaign aimed at encouraging Dads to spend quality time with their kids when shopping for school supplies and devices. 
  • “Big City Moms” and “Working Moms” over index above overall Moms at pharmacies. With this in mind, pharmacies could run campaigns to these two groups with messaging about the “busy parent” and promote their pharmacy as a one-stop-shop to get back to school supplies.

Race to the School Bell 

As you prepare for the fast-approaching back to school season, be sure you understand your target audience on a granular level and how to reach them in the moments that matter.

Get a jump start on this year’s back to school season. Learn which brands are winning and how you can take a regional approach to your Back to School marketing plans. Download the 2017 Back to School Strategy Guide today!

Get the Back to School Guide Here!

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How Mobile and Location-Based Advertising are Reinventing Out-of-Home

Posted by Gerard Vicente on Mar 30, 2017 9:49:33 AM


At first glance, it might be hard to see the link between out-of-home (OOH) advertising and mobile. One is static, while the other's always moving. One has been around for hundreds of years, while the other is a modern invention.

When you think about it, though, these two marketing channels have a lot in common. Both leverage location to reach the right audience. Whether an ad takes the form of a billboard on a busy commuter highway or appears on a treadmill at the gym, OOH advertisers target consumers based on where they go and when, while mobile campaigns rely on foot traffic intelligence and location data to do the same.

In a way, out-of-home is the original location-based ad. And that makes mobile the perfect match for OOH campaigns.

Out-of-Home is Top of Mind for Brands

In 2016, OOH was the only traditional media category other than TV to see an increase in ad spending, according to eMarketer. As The New York Times reported last fall, billboard companies are "not only surviving — they're flourishing," with ad spending rising for 24 quarters straight.

The ongoing growth of OOH media is impossible to ignore. Active lifestyle marketing company Zoom Media now reaches consumers in 3,000 health clubs with digital signage in 160 markets across the US, while Captivate's lobby and elevator ads reach upwards of 10 million business professionals each month. Why the boom? Marketers recognize the value of this form of location-based advertising and the impact it stands to have on brand awareness and reach, and that's creating what MediaPost has referred to as an OOH advertising renaissance. Unlike the campaigns of old, though, OOH is now has a powerful ally: mobile.

Why Pairing OOH and Mobile is a Marketing Must

For a long time, mobile was perceived as a newfangled approach to marketing and the stuff of early adopters. Not so anymore. As we move from early to late majority adoption, brands can no longer overlook the importance of this technology and where it fits into their overall marketing plan.

EMarketer recently reported that mobile will represent 84 percent of digital ad spending in the US by the year 2021 compared with 16 percent for desktop, while spending on mobile ads is expected to grow by more than 34 percent this year.

Evolving consumer behavior plays a big part in the mobile and OOH marketing explosion. As the Times points out, consumers are spending more time out of the house, "partly because of an increase in travel and commuting and also because smartphones keep them connected when they are away from home or work." The more time consumers spend with their mobile devices out in the world, the more they're exposed to both mobile and OOH ads, and the greater the marketing opportunity becomes.

So how can brands maximize these highly compatible channels? With mobile marketing, and location-based ads in particular, we're able to understand who a customer is, where they've been, and what they're likely to do next. Marketers can even influence this last event by leveraging foot traffic trends to deliver a more personalized and relevant ad experience.

Imagine the potential of these ads when paired with OOH. We already use mobile to determine which locations are a good fit for our target audience — fast food chains, for example, can select which customers to target based on a combination of their proximity to a store location and the interests and needs demonstrated by their previous behavior. But OOH advertisers can also use mobile to inform them on the value of potential advertising locations by determining whether there are enough "fast food visitors" in the vicinity to justify a billboard. According to the Outdoor Advertising Association of American (OAAA), "With the help of smartphones…OOH can intercept consumers who are near or at the point of purchase like no other ad medium."

Mobile also has the ability to provide insight into other aspects of OOH strategy, like where potential customers are coming from, and how your ad placements influence their purchasing decisions. When you know that a large volume of visitors around your billboard are, say, from affluent neighborhoods, you're better able to create messaging that will resonate with them.

Mobile and Your Presence at Key Moments of Intent

The modern consumer can be described in two ways: on-the-go, and connected. Amazingly, Cisco reports that by the year 2021 more people worldwide will have a mobile phone than a bank account, running water, or a landline. As a result, consumers will rely more and more on their mobile devices, using them to navigate their world as well as fill it with what they need. Just consider last year's Cyber Monday activities. In 2016, American spent $205 million shopping on their smartphones, and mobile's share of Cyber Monday shopping is growing with each passing year.

All of this makes mobile a valuable marketing tool for measuring purchasing behavior and intent related to OOH campaigns, and the key to unlocking the mindset of the consumers cross-channel marketers hope to reach. Remember, what consumers tell brands and what they actually do isn't always consistent. That makes foot traffic data vital to following their movements in order to better meet their needs.

Out-of-home advertising may be thriving, but marketers are only just beginning to explore the role that mobile can play in creating more effective and efficient campaigns. Together, OOH and mobile are capable of taking location-based advertising to a whole new level.

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The Where of Wearables: Exploring the Potential of Wearables and Location-Based Marketing

投稿者ジェシカ・マイヤーズマール8 、 201710 : 00 : 00 AM

Wearables and Location-based Marketing

Last year, Gartner reported that wearable technology needs to be more useful. With wearable abandonment rates hovering around 30 percent, the research company stressed the importance of creating more compelling value propositions.

eMarketer echoed similar sentiments when revising its previous growth estimates for wearable device usage. According to one of its analysts, "Without a clear use case for smart watches—which have more features than fitness trackers, but significant overlap with smartphone functionality—the more sophisticated, expensive [wearable] devices have not caught on as quickly."

The wearables market may be leveling off, but that hasn't changed the fact that this technology could be a game changer for brands. Those who are embracing it are doing exactly what Gartner and eMarketer are recommending, and making wearable tech more useful and functional for users. Commuters in the UK can now use their Apple Watches to find the nearest bus stop and plan their bus trips, and Android Wear smartwatch owners who are hungry for a slice can count on the Pizza Navigator app to point them to the nearest pizza place.

You can bet location technology will play a big part in wearables moving forward, too. Let's take a closer look at the wearable tech opportunity, and the role that location-aware messaging could play within it.


Wearables go where their users do, and that makes this technology incredibly important to marketers. Consumers already recognize the value of geographically-relevant offerings. Pew Research Center has reported that 90 percent of U.S. smartphone owners use location services on their devices, and that number is on the rise.

We're likely to see marketers maximize wearables in similar ways to mobile-based advertising. When brands are always on hand to deliver location-specific messages that are useful to consumers—like maps to nearby retailers and information about current in-store product offers—they can create lasting and meaningful customer relationships.


Wearable devices like virtual reality headsets are already being used to create immersive brand experiences, and many of these take place on-site at festivals and in-stores. In Sweden, for example, McDonald's transformed limited edition Happy Meal boxes into virtual reality viewers that allowed children to play a VR game. In order to participate in this exclusive experience, though, consumers first had to visit a select McDonald's restaurant.

Imagine the location-aware activation possibilities. It won't be long before brands are leveraging VR to deliver location-specific ads or offers associated with their immersive video experiences. Interest in virtual and augmented reality is increasing, with consumer and media insights company Nielsen reporting nearly a quarter of Americans 18 to 54 expect to use or buy VR technology this year. The ability to combine location targeting with wearable technology to deliver entertaining and purposeful brand experiences is one that marketers aren't going to ignore.


If there's one more aspect of wearables that marketers can really capitalize on, it's the technology's capacity for innovation. In the near future, industries like hospitality and travel will begin to experiment with wearable technology's unique functions, including haptics and vibrations. Marketers may soon be notifying consumers of location-specific retail offers in their area and nearby points of interest by vibrating their smartwatch.

Wearable tech is evolving and maturing with every passing day. Keep an eye on the unique opportunities that grow right along with it.

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Industry Insights: Foot Traffic Actions Speak Louder Than Words for Resolutioners

Posted by Jessica Meyers on Mar 2, 2017 2:56:37 PM

xAd Foot Traffic Insights around Resolutions

On January 1st, millions of consumers resolve that they'll turn a new leaf, kick their sugary vices, and return to the gym. According to Statistic Brain Research Institute, nearly 60 percent of Americans also claim to keep good on their resolutions, at least through the first month. But, xAd's foot traffic data reveals that consumer effort in keeping those resolutions declines after the third week in both the US and UK. Consumers, it seems, are a little less than truthful about maintaining their resolutions.

This is just one of the many findings from xAd's foot traffic analysis of consumers habits around resolutions. While insightful, it presents a bigger question to marketers: "Do people actually do what they say they're going to do?" Foot traffic data can help us gain a deeper understanding into this question; revealing that sometimes the answer is simply, no.

Below are three additional insights gleaned from xAd's foot traffic data, exposing new secrets around consumers and their habits:

It's Hard to Resist Guilty Pleasures - Especially for Our Friends Across the Pond

xAd US vs. UK Number of Virtue over Vice Visits

US consumers stay on target with their resolutions at least a week longer than UK consumers. But by the second week of January, UK consumers give into QSRs more so than their US counterparts and start to drop off from virtuous actions, like eating healthy and going to the gym.

US consumers are also 34 percent more driven than average to make virtuous changes within their lives during the third week of January, however, their behavior shifts shortly after that. By the last week in January, US enthusiasm for a healthier lifestyle begins to drop off by nearly 5 percent of visits to health-centric stores versus visits to fast food and liquor stores — just in time for the end of "Dry January" and the lead up to Super Bowl. By February 6, resolutions dropped an additional 8 percent.

There's Something About the Northeast

xAd Number of Virtue over Vice by Region

If a consumer lives in the Northeastern part of the US, they're much more hardcore about sticking to their goals. In a study about centenarians from the Boston University School of Medicine, the Northeastern states have the highest number of US citizens living over 100 years. None of the centenarians or super-centenarians (110 or more years old) were obese, or had a habit of smoking. What's more is that these centenarians were wide-ranging in socioeconomic status, ethnicity, and diet—though very few were eating hamburgers regularly or drinking alcoholic or sugary beverages.

The Midwest and the South Have Similar Habits

xAd US Virtue over Vice Visits by Week

Consumers in the middle of the country and southern states have similar lifestyles, according to their foot traffic patterns. In nearly every week from mid-December to the end of January, consumers in the Midwest and South had roughly the same ratio of virtues to vices from week to week, within a few degrees. By contrast, the Northeast and the West, which were both healthier than the Midwest and Southern states, had a much larger differences between them.

So, what does this mean for marketers?

By the third week of January, it's time for gyms or health food stores to start re-incentivizing consumers to keep making healthy choices by offering new perks and/or sending positive campaign messages to keep up the spirit. The same can be said for QSR or retail marketers of liquor stores and supermarkets, who might be able to win people back consumers during this same time frame. Marketers should also be aware of region-specific habits and vices—it's likely that the same marketing in the Midwestern states won't appeal to the Northeast.

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Just Released Foot Traffic Report Indicates Early 2017 QSR Trends

Posted by Luke Katz on Feb 22, 2017 10:00:00 AM

xAd Q4 2016 QSR Foot Traffic

While foot traffic data has been known to uncover real-world consumer insights, most don't realize how frequently it can align with actual brand performance and business trends—providing marketers with a deeper understanding into shopping behavior and future business success.

This is just one of the findings from xAd's just released QSR Foot Traffic report, which compares Quick Service Restaurant (QSR) foot traffic from Q3 to Q4 2016. Let's take a look at four of the QSR brands that experienced shifts in visitation this quarter and what our data tells us about recent and upcoming business events.

Exploring New Territory: Chick-fil-A

Topping the list is Chick-fil-A, which saw a 2.6 percent increase in foot traffic in Q4 of last year. In line with what Business Insider reported in October, Chick-fil-A has been generating more per-restaurant revenue than any other U.S. QSR chain.

Analysts chalk this up to recent expansions into the Midwest and Northeast, including high profile locations in New York City, and the introduction of healthy new menu items, such as grain bowls. If Chick-fil-A continues along this same path, the uptick in its foot traffic could be here to stay.

King of Meats: Arby's

Arby's is another fast-food brand that did relatively well in Q4, with an increase in foot traffic of nearly 1 percent. What accounts for the change? Arby's had a "meaty year" that put it several percentage points above the overall QSR industry in same-store sales growth. QSR Web notes that plans for more than 160 new locations, multiple new menu items, and a big improvement in QSR diner satisfaction all account for its recent foot traffic patterns.

The Comeback Kid: Chipotle

Chipotle Mexican Grill's Q4 0.5 percent foot traffic increase was another step in the right direction for the brand that has been slowly increasing throughout the year, as noted by xAd earlier in the year. A report from Reuters suggests that December's jump in sales was the high point of a disappointing quarter, but the chain is anticipating growth in 2017. The company plans to improve its customer service, unveil new menu items (including dessert!), and launch new digital ordering technology — all of which could boost foot traffic once more and help Chipotle leave its problems in the past.

Embracing The Future: McDonald's

Although it's usually a strong player, McDonald's didn't fare as well as usual in Q4. Interest in the chain's recently expanded All Day Breakfast menu is, according to Crain's Chicago Business, "waning," and domestic same-store sales dropped 1.3 percent last quarter.

While this shift is reflected in our data, which showed a simultaneous 1.4 percent decrease in foot traffic, don't count McDonald's out of the game. As noted by Crain's, while the brand is behind many of its competitors on the technology front — a fact that could be affecting its foot traffic as well — McDonald's is currently preparing to expand its "Experience of the Future" concept by introducing table service and self-serve ordering kiosks in all of its U.S. stores.

Want more QSR insights and customer trends? Download the xAd QSR Foot Traffic Trends Report

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How Companies Everywhere Are Using Location Targeting to Make a Brand-Customer Match

Posted by Jessica Meyers on Feb 16, 2017 5:56:55 PM

Craigslist's missed connections are always a fun read, but they also demonstrate a very real problem: while people can cross paths at different locations throughout their lives, it doesn't always end up in a connection. 

Introduce technology into the equation, though, and location might just lead to love.

This theory is likely what prompted online dating site Match to launch Missed Connections, a tool on its mobile app that uses historical location data to lead people to possible matches they may already have crossed paths with in the real world. The company writes, "The feature now makes geolocation the priority in your search criteria, revealing the intersection points for your last crossed spot."

With Missed Connections, Match joins countless other companies prioritizing location targeting and using this technology to create more effective and relevant mobile experiences.

According to a new report from market research and advisory firm BIA/Kelsey, location-targeted mobile ad spending is expected to top $32 billion in 2021, up from around $12 billion last year. At the same time, location targeting is gaining traction in the B2B world. The president of enterprise mobility software company MOBI recently told TechRepublic that he expects to see more location-based business apps on the market this year. "Look for business apps that serve the mobile worker to be enhanced with location awareness," he said. As an example, he cites a travel itinerary app that could "add location awareness and alert the user when it is time to depart for a flight."

All of this suggests that location as a category is successfully demonstrating its value. As marketers continue to invest in location-targeted mobile ads and find new ways to tap location data to augment their apps, mobile users are going to see that value, too. A restaurant that uses location targeting to call attention to the fact that it's squarely in the path of a potential customer who passes it daily on the way to the office isn't just making a smart marketing investment, but demonstrating its dedication to serving that consumer's current and future needs. By using location data, the restaurant can gain insight into the mobile user's routine and anticipate upcoming wants like a convenient lunch spot, a place to host a work dinner, or a good option for a post-work date.

So take a cue from Match, along with many other industries, maximizing the location technology opportunity. We can't promise you'll find love, but by exploring the ways location targeting can improve the mobile experience, odds are good that you'll make a lasting brand-customer match.

Check out our latest case study to see how our location technology helped Arby's increase baseline sales by 4%

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投稿者アレクサンドラ・マシューズ月に16 、 20174 : 13 : 14 AM






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