Skip to main content
Instapage

PlaceIQ & Acxiom Use Location Data To Measure Offline Impact Of Addressable TV

local-city-with-pins-ss-1920

The range of use cases for location data is expanding well beyond mobile advertising. For example, location data are being used as a tool to measure campaigns for traditional media like Out-of-Home and TV and in so doing helping to make those media more vital — and viable going forward.

Earlier today PlaceIQ and Acxiom’s LiveRamp announced results of “addressable TV” campaigns that measured offline store/dealer visitation. LiveRamp provided the targeting and PlaceIQ added location data and offline metrics to determine real-world performance.

The campaigns were for brands in several market segments: automotive, retail and tourism. Targeted TV ads were shown to US homes fitting buyer/demographic profiles and then real world visits were measured with PlaceIQ’s “Place Visit Rate” methodology.

The offline analytics were able to document incremental visitation lift across the board:

  • 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 value of this sort of measurement is obvious. But PlaceIQ added that, as a secondary benefit to the offline measurement, “this collaboration provided valuable anonymous audience analytics capable of informing future addressable TV campaigns.” In other words, marketers can A/B test or optimize campaigns and creative that deliver more site visits or make media buying decisions accordingly.

In addition to PlaceIQ, NinthDecimal works with TiVo for targeted TV and offline measurement. And Foursquare just announced a new offline attribution product for marketers, which was used to show which Super Bowl ads were effective at driving offline consumer behavior. Others doing various flavors of location-based audience targeting and/or offline attribution include (but are not limited to): Google, Facebook, xAd, ThinkNear, Twitter, YP, Placed, Factual and UberMedia.

While the methodologies differ, offline analytics usually rely on mobile device data in the aggregate and a “control and exposed” approach to show incremental location visits tied to ad exposures. Placed is slightly different and uses an opt-in mobile panel, often surveying participants about attitudes or purchase behavior in addition to recording visits.

It’s important to see all these individual location analytics announcements in broader context.

Location data have an increasingly broad range of use cases, for behavioral targeting (“location is the new cookie”) and offline analytics. Once fully understood by brands and marketers, these tools will become indispensable and change how digital and traditional media campaigns are evaluated, optimized and planned.



via Marketing Land

Comments

Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become majestic.com. Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of majestic.com (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

Software Review Site TrustRadius Has A New Way to Treat Reviews Obtained Through Vendors

Online user reviews are the most powerful marketing technique for influencing purchase decisions. But do they accurately represent the views of most users?Today, business software review platform TrustRadius is announcing a new way — called trScore — to handle the bias introduced in reviews by users obtained through the vendor of the reviewed software product. The site says more than two million software buyers visit each year to check out its product reviews.To understand trScore, let’s first look at TrustRadius’ approach.The site says it authenticates all users through their LinkedIn profiles. It also requires users to answer eight to ten questions about the product, in order to weed out users having no familiarity. Additionally, a staff person reads every review before it is posted, and the site says about three percent of reviews are rejected for not meeting guidelines.As for the reviews themselves, TrustRadius puts them into two main buckets: independently-sourced reviews and ven…