Retail foot traffic · CPG · Multi-channel

Digital media drove 8,260 verified store visits.

Multi-channel campaign across mobile, desktop, and CTV — coordinated with West Marine, BOW, FGCI, and Seafarer Marine retail partners. Effective cost per visit: $2.14.

Retail foot trafficMobile + CTVGeo-targetedSummer 2024
$2.14 Cost per verified visit ↓ 66% lower CPV vs. 2023
STORE VISITS
8
verified attributed footfall
TOTAL CLICKS
63
1.14% CTR — 74% above benchmark
YEAR-OVER-YEAR
-21%
budget cut
YOUTUBE WATCH
162 days
aggregate brand exposure
WHERE THE FOOT TRAFFIC LANDED
Drive-to-store visits by state, Summer 2024
West Marine + BOW + FGCI + Seafarer Marine. Florida led; coordinated reach across the U.S. coastal Southeast and Gulf.

“We loved working with GroundTruth and found the results to be phenomenal. Their innovative approach to advertising and their measurement capabilities closed the loop, and allowed us to deliver results we were proud of to the end client. We are particularly happy with the low cost per visit and look forward to a continued partnership in the future.”

— Nick Huhn, Avocado Digital, in the GroundTruth Sika Marine case study

How we built it

  1. Modular media plan: Google Performance Max + YouTube + programmatic display/video/CTV + GroundTruth location-based mobile across 10 states.
  2. Geographic targeting concentrated on ZIP codes within 20 miles of 97 West Marine locations + BOW, FGCI, Seafarer Marine partners.
  3. Audience targeting layered Boat Owners (339K available impressions), Boating Enthusiasts (879M+), and West Marine affinity.
  4. Reserved 20% of budget for post-Memorial Day redeployment to top-50 retail locations and best-performing CTV/Desktop placements.
  5. Added incremental $500 BOW-specific campaign mid-flight to lift volume at 8 BOW locations across AL and FL.
  6. Brand-awareness video creative paired with on-premise mobile triggers when shoppers entered a target retail area.

What it produced

  1. 8,260 verified store visits at $2.14 effective cost per visit across 84 days.
  2. 8.29M total impressions on $39,245 spend — $9.47 blended CPM, 1.14% CTR (74% above benchmark).
  3. 162 days of YouTube watch time accumulated (vs. 68 in 2023). 96.71% video completion rate on CTV placements.
  4. Top retail location: West Marine St. Petersburg, FL — 874 directly attributed visits.
  5. 21% lower budget vs. 2023 with comparable results — quality over quantity validated.
  6. Featured in GroundTruth's published case study — credentialed proof of attribution methodology.