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.
The campaign was very successful in terms of driving incremental visits. AdTheorent delivered a 470% lift in incremental visitation at 79% less than the contracted cost per incremental visit. Based on the contracted rate, AdTheorent delivered 369% in added campaign value.
LIFT IN INCREMENTAL VISIT
IN ADDED CAMPAIGN VALUE
“Purchases made at Goodwill’s network of 158 community-based organizations, including more than 3,000 stores, help people achieve their personal and professional goals, whether it’s planning for their next career, polishing their job search and interview skills, getting their finances in order or overcoming a challenge specific to their experience or background. We partnered with AdTheorent to deliver increased visitation and incremental visitation to Goodwill locations nationwide and they greatly exceeded the promised amount of consumer visitors, which allows Goodwills to advance their work in communities nationwide."
SVP, Media Strategy and Outreach of Ad Council