Honda and Dentsu Aegis’ Amplifi have teamed up with location technology company GroundTruth and Rippll, a location measurement company, to deliver a pay-for-performance model to drive offline visits to UK car dealerships.

GroundTruth’s third-party verified Cost Per Visit (CPV) model only charges advertisers for recorded visits into specified dealerships and showrooms. All campaigns offered via the model are measured and verified by Rippll. Honda and Amplifi are the first signed CPV partners.

“Cost Per Visit changes the focus for marketers, from placement to strategy by removing the budgetary risk and concentrating on outcomes,” said Louise Furneaux, marketing communications manager at Honda UK. “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 at GroundTruth, added: “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.”