PlaceIQ and LiveRamp Deliver Industry-First Addressable TV Campaigns, Coupling Household Level TV Advertising with Location Visitation Data, Driving Substantial Lift for Leading Automotive, Retail and Travel Brands
TV Advertising to Targeted Households Combined with Accurate Foot Traffic Measurement Demonstrates 46 Percent Average Lift in Visitation Across Retail, Auto, Travel
24 Feb, 2016, 10:00 ET
NEW YORK, Feb. 24, 2016 /PRNewswire/ -- PlaceIQ, the company building a new model of consumer behavior by connecting physical and digital activities across time, space and mobile devices, and LiveRamp, an Acxiom company, today announced the completion of a series of industry-first addressable TV campaigns.
These campaigns, conducted for major brands in automotive, retail and tourism, delivered highly targeted TV ads to households and utilized location data to measure real world visitations, yielding advanced insights into performance. The result was an average lift in visitation of 46 percent across the three verticals, measured by PlaceIQ's Place Visit Rate (PVR®) metric.
Key takeaways from these campaigns, which were all measured against control groups and based on highly accurate movement and location data, reveal the impact of addressable TV across verticals:
- Retail brands saw an average lift in visitation of 70 percent
- Automotive brands saw an average lift in dealership visitation of 50 percent
- Tourist destinations saw an average lift in visitation of 20 percent
"The ability to measure the effect of addressable TV, an already powerful targeting mechanism for home viewership, on foot traffic is a pivotal industry milestone," said Duncan McCall, CEO and co-founder of PlaceIQ. "It provides a definitive answer to whether that TV ad led to a real world interaction. This requires a measurement partner with access to incredible scale. We've had a head start in this area, building a platform that interprets 10 billion movement data signals per day from more than 100 million consumers. I'm proud PlaceIQ, working alongside LiveRamp, is the first to bring this vision into reality."
To analyze the effect of addressable TV, PlaceIQ provided location insight and visitation measurement, while Acxiom's LiveRamp subsidiary provided the privacy safe data onboarding and connectivity services needed to match and deliver campaign audience segments. In addition to the strong campaign results, this collaboration provided valuable anonymous audience analytics capable of informing future addressable TV campaigns.
"Better connections across data sets and marketing platforms help marketers engage consumers with relevant messages and tie campaigns back to real results," said Travis May, President and GM of LiveRamp. "We're excited to provide connectivity technology that helps PlaceIQ deliver high-impact addressable TV campaigns to leading brands across verticals."
The announcement was made in conjunction with RampUp 2016, the premier event for leaders in the advertising technology industry.
PlaceIQ invented the PVR metric in 2012 and has since delivered benefits and insights to hundreds of brands across retail, CPG, auto, travel, entertainment and more. In addition to widespread adoption by brands and media agencies, PVR has been recognized by leading industry analyst firms and associations as a powerful solution for accurate foot traffic measurement. In 2015, PVR was the recipient of the prestigious Oracle Data Cloud Activate Award in addition to PlaceIQ's selection as one of Gartner's Cool Vendors in Mobile Marketing.
To learn more about PlaceIQ, PVR and addressable TV, please visit: www.placeiq.com.
For brands seeking to understand consumer behavior, PlaceIQ connects physical and digital activities across time, space, and mobile devices to uncover opportunities to learn and connect with audiences. PlaceIQ is a powerful, location-based audience and insights platform that organizes a wide variety of consumer activity data around a precise location base map at massive scale. PlaceIQ uses its detailed understanding of location and consumer activity to reach a targeted audience, and also to derive powerful insights about consumer behavior to inform market and business strategies for national brands. The company is headquartered in New York City and has offices in Palo Alto, Chicago, and Detroit. For more information, visit www.placeiq.com. Follow us on Twitter @PlaceIQ and like us on Facebook: PlaceIQ.
LiveRamp connects more than 250 digital marketing platforms and data providers. We help marketers eliminate data silos and unlock greater value from the tools they use every day. By onboarding and unifying customer data across disparate systems, we provide the connectivity brands need to reach their customers across channels and measure the impact of marketing on sales. LiveRamp is an Acxiom company, delivering privacy safe solutions to market and honoring the best-practices of leading associations including the Digital Advertising Alliance's (DAA) ICON and App Choices programs. For more information, visit LiveRamp.com.
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