GroundTruth | November 20, 2021
GroundTruth, the leading location-based marketing and advertising technology company, announced today that it is expanding product-related advertising capabilities with the launch of In-Stock Local Ads. By increasing its ability to ingest and analyze massive levels of product supply data, GroundTruth's next generation of in-stock marketing technology allows national and local retailers and CPG brands to manage inventory shortages at scale. In-Stock Local Ads works by serving shoppers similar product options for items that may not be available at specific store locations or by redirecting shoppers to alternative stores with higher levels of product availability.
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, 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.
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.
Patriot Software | December 30, 2020
American organizations have confronted phenomenal difficulties this year, and Patriot Software is set for ensure bookkeeping and finance isn't one of them. Patriot Software launched a public TV mission to guarantee organizations of all sizes they can set aside time and cash with Patriot's accounting and payroll software.
Begun in the basement of a factory more than 3 decades ago, Patriot knows direct how significant it is for business to have simple software that really works, so they can focus in on what they specialize in.
Patriot tapped All-Inclusive TV office Marketing Architects for the campaign. They launched with two diverse creatives, "Our Mission, Your Success" and "The Few," both identified as winners by the agency’s creative pretesting platform. The pilot will run for one month on networks like CNN, Comedy Central, Fox Business News, and ESPN.
Anzu Virtual Reality Ltd. | August 16, 2021
Anzu.io, the world’s most advanced in-game advertising platform, announced today that it earned three major industry certifications: the Trustworthy Accountability Group (TAG) Brand Safety Certified Seal, the TAG Certified Against Fraud Seal, and the Internet Advertising Bureau (IAB) UK Gold Standard Certification 2.0. Together, these certifications demonstrate Anzu’s ongoing commitment to promoting a safe, secure, and fraud-free ecosystem that benefits the entire advertising chain.
Anzu was awarded the TAG Brand Safety Certified Seal after an independent validation by third-party auditor ABC, demonstrating that the company had achieved the program requirements, including industry best practices to improve brand safety and reduce the risk of ad misplacement. The TAG Certified Against Fraud Seal is awarded to companies that maintain rigorous standards to combat fraudulent and invalid traffic in the advertising supply chain. As part of those requirements, Anzu uses MRC-accredited anti-fraud solutions and measures and verifies that traffic is compliant with industry safety standards.
Anzu is known to take a proactive approach to meeting and exceeding industry demands for greater transparency. These certifications will give media buyers, and advertisers increased confidence in the steps taken to protect brand safety and reduce fraud through Anzu’s in-game platform.
“As digital gaming continues to grow rapidly, we are pleased that forward-looking companies like Anzu are adopting best practices to combat fraudulent, invalid traffic and protect the brand safety of their ad partners,” said Mike Zaneis, CEO of TAG. “These supply chain challenges extend across all parts of the digital advertising ecosystem, so TAG is committed to ensuring its program covers gaming and other emerging digital advertising channels, and we look forward to continuing to work with Anzu on these important efforts.”
To receive the IAB Gold Standard Certification 2.0 in the Full-Service Support category, Anzu took the necessary steps. These included implementing IAB Tech Lab’s ads.txt to tackle ad fraud and its Transparency & Consent Framework v2.0 to ensure GDPR and e-privacy laws are adhered to, undergoing a TAG Brand Safety audit, and endorsing the guiding principles from Coalition for Better Ads.
“As the industry evolves, with areas such as gaming seeing rapid growth, it’s essential that businesses are upholding standards and best practices across the board. The Gold Standard is key to this, helping to create a digital ecosystem that is both responsible and sustainable. We’re delighted to have Anzu’s support in this mission, and many congratulations to them on becoming Gold Standard 2.0 certified,” said Tina Lakhani, head of ad tech, IAB UK.
In addition to these achievements, Anzu is the first and only platform of its kind to earn an ISO 27001 certification. The in-game advertising company also partners with many top-tier AdTech industry leaders to enable advertisers to make smarter, more effective media buys. Anzu and Moat work together to track impression delivery and IVT measurement in 3D mobile and PC game environments. The company’s partnership with Comscore brings advertising measurement and attribution solutions to advertisers to better understand audience behaviour and campaign impact.
“The public’s interest in gaming and esports has exploded over the past few years, and advertisers have taken note, realising that they can connect with a diverse audience of 3.1 billion gamers. We have taken the concepts of brand safety, transparency, measurement, and data privacy to the next level, ensuring advertisers and publishers operate within an environment that delivers value for them while protecting the player experience,” said Tegan Hull, Anzu’s head of operations. “We are proud to have earned these certifications, and we will continue to lead the industry in promoting them and establishing new ones that uphold our values.”