Advertisers can now attribute store visits to podcast and streaming radio ads, setting a new standard for audio ad performance

GroundTruth, the media platform known for driving in-store visits and other real business results, is expanding its offering with a new audio advertising product with built-in foot-traffic attribution.

“Advertisers look to us to run media that drives foot traffic and other real business results generated from their campaigns, so expanding to podcasts and streaming radio was an easy move,” Rosie O’Meara, GroundTruth’s CEO, said. GroundTruth’s offering includes CTV, mobile, desktop, direct mail, and now audio advertising, all with built-in attribution.

Until now, audio ads have lacked reliable attribution with real business results like foot traffic. While most ad platforms measure audio ad performance through media metrics like impressions or web visits, GroundTruth’s proprietary Blueprint Technology also provides deterministic, one-to-one attribution that verifies when an individual listener visits a specific location after listening to an ad.

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Using GroundTruth’s self-serve Ads Manager platform, advertisers can create, launch and measure their audio ad campaign, with the ability to choose between podcasts or streaming audio, ad position, location, topics and genres, and demographic data for precise targeting. Using GroundTruth’s in-depth reporting suite, advertisers can gain insight into what podcasts or publishers their ads are running on, listen-through rates, website conversions, and in-store visits.

Over 228 million people regularly listen to digital audio in the US according to eMarketer, with the average US adult listening to digital audio for 1 hour and 24 minutes per day. Other industry reports found that 64% of consumers pay full attention to podcast ads and 95% of regular listeners take action after hearing one (Acast).

“The popularity of podcasts and streaming audio has created an incredible opportunity for advertisers to reach their audience when they’re most engaged. But some marketers have been hesitant to spend without a holistic view into the results driven by audio,” O’Meara added.

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A beta campaign with CPG brand Gary’s Quicksteaks saw a 50% bump in incremental sales lift after adding audio to their GroundTruth CTV+mobile campaign, and 23k physical in-store visits driven to Walmart and Sam’s Club stores. By running on the right media channels and connecting to a real-world source of attribution data, advertisers can gain a holistic view of their results, allowing them to optimize their strategy across channels for maximum impact.

This product release comes as GroundTruth accelerates its focus on product and technology development to better serve advertisers. In January, the company named Matt Knight as Chief Technology Officer to lead the vision and execution of GroundTruth’s technology roadmap, and just two weeks ago, Jeanine Percival Wright, former Global COO of Amazon’s podcast division, Wondery, and CFO of broadcasting company, SiriusXM, joined GroundTruth’s Board of Directors.

With GroundTruth’s new audio offering, advertisers can now combine the power of engaging audio ads with proven real business results like foot traffic.