First-of-its-Kind Product Links Addressable TV Exposure to Brand Location Visits
New York, NY and Chicago, IL – March 31, 2015 – 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 (PVRT) metric to match consumer visitation of physical locations to addressable TV campaigns. SMG’s attribution analytics use PVRT 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 HavenT 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.
VP, Director Brand Marketing & Communications
Starcom Mediavest Group