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
NEW YORK CITY – Feb. 24, 2016 – 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
Read the full announcement here.