STARCOM MEDIAVEST GROUP AND PLACEIQ
LAUNCH MOBILE KPI – PLACE VISIT RATE™
Organizations partner to bring more mobile solutions to market
[NEW YORK, April 4, 2013] Starcom MediaVest Group (SMG) and PlaceIQ announced today the launch of a new mobile solution that will help SMG clients to measure the effectiveness of mobile advertising. Known as Place Visit Rate™, this is the first offering from a new strategic partnership between SMG and PlaceIQ to bring best-in-class mobile solutions to SMG clients.
Place Visit Rate™ refers to the ratio of people who view mobile advertising for a physical retailer and subsequently are observed in that store.
Place Visit Rate™ (PVR™) is a unique KPI in that it not only measures the effectiveness of mobile advertising’s ability to drive in-store traffic, but also gives marketers the ability to optimize towards it. Starcom MediaVest Group and PlaceIQ developed PVR™ as a key performance indicator during a recent campaign for a leading brand. The breakthrough mobile campaign and KPI was successful in proving that contextually relevant, location-based messaging, was successful in driving increased store traffic.
“Mobile’s true potential relies on the ability to harness data and connect with consumers at the right place and the right time with the right message to drive a specific action,” says Derek Thompson, Senior Vice President & Global Mobility Director at Starcom MediaVest Group. “We are very excited about our ground-breaking work with PlaceIQ and the measurable impact we are generating for our clients.”
By partnering together, Starcom MediaVest Group and PlaceIQ are able to combine the best thinking in technology and human experience to innovate and solve some of the most pressing issues concerning today’s leading brands.
As a company that pioneered the application of location intelligence to mobile marketing, PlaceIQ continues to lead by innovation in mobile audience science. They have built a suite of solutions designed to help marketers identify, engage and learn more about key audience segments as they move throughout the physical world.
“We developed PVR™ because we saw an area of mobile that was lacking: providing a clear way of measuring and impacting the success of a brand driving consumers into their stores via mobile advertising,” says Duncan McCall, CEO & Co-founder of PlaceIQ. “Our DNA is very much about innovating on behalf of our clients. When Starcom MediaVest Group came to us for this collaboration, we knew it was time to roll up our sleeves and create a solution that would help the entire industry understand real-world, measurable ROI.”
About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We grow our clients’ business by transforming human behavior through uplifting, meaningful human experiences. These brand ‘experiences’ are brought to life by SMG’s three global agency brands: MediaVest, Starcom, and Spark. Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts. With nearly 6,500 employees in 110 offices worldwide, SMG partners with the world’s leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, Walmart, among others. In 2010, Adweek named SMG “Media Agency of the Decade.”
SMG is part of Publicis Groupe [Euronext Paris: FR0000130577], the world’s third largest communications group. Publicis Groupe is also ranked as the world’s second largest media counsel and buying group and is the first global network in digital and healthcare communications. Website: www.publicisgroupe.com
PlaceIQ (www.PlaceIQ.com) is a leading provider of location intelligence, enabling advertisers to reach and define mobile brand audiences at scale for a wide range of marketing activities. Working with agencies, brands, and channel partners, PlaceIQ deploys proprietary, patent-pending big data science to aggregate and analyze extensive amounts of location data from multiple sources. The resulting intelligence gives marketers an unprecedented understanding of consumer behavior, while offering a privacy-friendly way to define, locate, reach and measure mobile audiences. Founded in 2010, the company has offices in New York City, San Francisco, Chicago and Boulder, Colorado.