SMG Debuts Addressable TV Audience Tool

Publicis-owned agency Starcom MediaVest Group (SMG) has launched a product called SMG Maps TV, combining 'addressable' television audience targeting with data on visits to physical locations.

Addressable TV ad technologies enable advertisers to segment audiences and serve them different ads by geographic, demographic, behavioural, and self-selected individual household levels. Built on the existing SMG Maps location analytics platform, the new tool uses PlaceIQ's proprietary consumer insights platform and audience data, combines it within the Acxiom Safe Haven environment to ensure privacy and security standards are met, and then links it with TV viewing data. It also uses PlaceIQ's Place Visit Rate (PVR) metric, to match consumer visits to physical locations with addressable TV campaigns.

Lisa Weinstein (pictured), SMG's President of Global Digital, Data & Analytics, comments: '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. 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.'

Web sites: www.smvgroup.com , www.placeiq.com and www.acxiom.com .