AdTheorent partnered with the Ad Council to support Goodwill’s “Bring Good Home” Mobile Advertising Campaign. The primary campaign objective was to increase visitation and drive incremental visits to Goodwill store locations nationwide.
To drive incremental visitors to Goodwill locations, AdTheorent leveraged its Cost Per Incremental Visit (CPIV) ad-pricing model, which was a first for the Goodwill brand. The CPIV pricing model guarantees that a brand pays only for incremental foot traffic, as verified by a third party. An incremental visit is a physical store visit from a consumer who would not have visited absent receipt of the digital ad, as distinguished from visits which might have happened anyway.