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comScore and PlaceIQ Measure Real World Ad Impact
comScore has teamed up with location intelligence firm PlaceIQ to launch a joint solution measuring lift in retail visits resulting from TV, mobile and desktop advertising.
'PlaceIQ PVR powered by comScore' promises insight into the holistic impact of advertising on driving visitation to physical locations such as retailers, automotive dealerships and dining establishments. The system matches comScore's ad exposure data to location data from PlaceIQ to measure the overall and individual impact of campaign components such as TV networks, digital publishers, dayparts and placements. Comparisons between TV and digital impact are facilitated by comScore's viewability measurement tool which will filter out digital impressions that have no opportunity to be seen.
The product will also give users a detailed analysis of consumers exposed to a campaign, including 'advanced audience descriptors' such as likelihood to engage with other brands across different shopping categories.
Steve Ahlberg, comScore SVP Advertising Products comments: 'Auto dealerships, restaurants, travel providers and retailers all have the challenge of connecting the dots between ad exposures and in-store foot traffic. Today's launch gives marketers access to the neutral, third-party data they need to make those connections, and to ultimately optimize their marketing mix'.
Duncan McCall, CEO of PlaceIQ, says of the ongoing partnership: 'For seven years, PlaceIQ has been at the forefront of developing innovations such as Place Visit Rate (PVR), which has become an industry-standard for measuring foot traffic and informing media decisions'. Mc Call says the new product unifies his company's 'sophisticated approach for real-world attribution with comScore, the industry's trusted choice for impartial measurement in the digital realm'.
PlaceIQ is headquartered in New York City, with offices in Chicago and San Jose. Web sites are at www.placeiq.com and www.comscore.com .
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