NEW YORK and CHICAGO, March 31, 2015 /PRNewswire/ -- Global media communications network Starcom MediaVest Group (SMG) today announced an industry-first addressable TV product—SMG MAPS TV— that activates and measures addressable TV audiences based on brand location visits. With SMG MAPS TV, marketers—including those in the retail, QSR and auto space—can understand TV advertising's effect on people in real time and optimize TV investment to maximize those real-world behaviors.
SMG MAPS TV is built on the SMG MAPS location analytics platform and toolset, which was created in partnership with PlaceIQ in 2014. It is powered by PlaceIQ's proprietary Consumer Insights Platform and leverages its unique audience data, which is harmonized within the Acxiom Safe Haven environment to ensure robust standards, privacy and security, and is linked with TV viewing data to power media planning, activation and measurement.
In addition, SMG MAPS TV's performance attribution uses PlaceIQ's Place Visit Rate (PVR®) metric to match consumer visitation of physical locations to addressable TV campaigns. SMG's attribution analytics use PVR® to create a true understanding of both digital and traditional media performance and to uncover new insights and behaviors about viewers and visitors.
"In an industry first, location-aware intelligence and household matching can now be used to activate more precisely and understand the effectiveness of addressable TV advertising," said Lisa Weinstein, President of Global Digital, Data & Analytics at SMG. "SMG is now on the leading edge of precision video solutions powered by best-in-class data, partnerships and technology. This partnership is illustrative of our overarching strategy to take precision marketing to an entirely new level, creating a marketplace that moves at the pace of people and creates a new way to measure TV advertising effectiveness."
"We are excited to be working with PlaceIQ and SMG to help them to both accurately match a digital audience to be reachable on TV, and provide mapping on post-TV exposure for attribution purposes," said Dana Hayes Jr, Group Vice President of Partner Development at Acxiom. "We believe this kind of back-end TV campaign measurement using Acxiom Safe Haven™ capability is a game-changer."
"We have been both activating and providing insights to major brands using mobile media for years by connecting physical and digital consumer behavior through the lens of location," said Duncan McCall, CEO and co-founder at PlaceIQ. "This is the first time audience targeting of this robust a nature can be used to activate a TV audience and measure the efficacy of the campaign at scale."
SMG MAPS TV will launch on a combination of addressable TV channels.
About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We believe experiences matter. They enhance lives and build brands. We bring brand experiences to life through SMG's three global award winning agency brands: MediaVest, Starcom and Spark. In 2014, SMG was named Media Network of the Year at the Cannes Lions International Festival of Creativity. SMG was also named Festival of Media Global Network of the Year for the second year in a row, and the fourth time in the last six years. Ranked the number one global media network in billings in the world by RECMA, SMG (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital & technology experts. With over 8,000 employees in 130 offices worldwide, SMG partners with the world's largest marketers including The Coca-Cola Company, P&G, Samsung, and Walmart, as well as new establishment brands including Spotify, Twitter and Airbnb. SMG is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], one of the world's leading communications groups.
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.
Acxiom is an enterprise data, analytics and software-as-a-service company that uniquely fuse trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. For more information about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of Acxiom Corporation.