Honda and Amplifi, owned by Dentsu Aegis, have signed as the first Cost Per Visit partners in UK.
Cost Per Visit is a new pay-for-performance model, announced by GroundTruth, the leading global technology platform driving offline visits and sales by leveraging location as the source of intent, last week.
Together with Amplifi, the media investment arm of Dentsu Aegis Network, Honda will be the first EMEA brand to test the new CPV product. The car manufacturer will be targeting people who are most likely to buy a car with the help of various location data and will only be paying for the recorded visits into specified dealerships and showrooms.
According to the announcement from GroundTruth, all CPV campaigns offered by the company are measured and verified by the UK’s leading independent location measurement company, Rippll, in response to the industry demand for independent evaluation.
Louise Furneaux, Marketing Communications Manager, Honda UK said:
Cost Per Visit changes the focus for marketers, from placement to strategy by removing the budgetary risk and concentrating on outcomes. Importantly, with GroundTruth’s CPV being independently verified, we have suitable reassurance that we only pay when actual visitation took place.
Theo Theodorou, General Manager EMEA, GroundTruth said:
Cost Per Visit measured by Rippll’s verification methodology allows us to bring advertisers the certainty and confidence they deserve, not only around guaranteeing offline visits but independently verifying that the visits actually happened. We are delighted to have such eminent brands as Honda and Amplifi be the first to partner with us in the UK.
Lucy Fletcher, Digital Account Manager, Amplifi said:
We are really excited to be working with Honda and Groundtruth as the first EMEA brand to test their CPV product and make our media activity even more accountable. Driving footfall has increasingly become a key KPI for Honda, and accurately tracking dealership visits is much closer to the point of sale than other measurements such as downloading a brochure.
CPV is an unusual media buying process since most of the brands are currently paying for mobile ads that drive impressions and clicks. However, for the companies like Honda, this could be a new way for driving potential customers into showrooms with a location data support.