TVSquared Deal Links Ads to Consumer Behaviour

Cross-platform television ad measurement specialist TVSquared has added Foursquare's location data to its ADvantage platform, enabling users to connect linear and OTT/CTV ads to physical outcomes such as store visits and foot traffic, and understand how campaigns impact off-line consumer behavior.

Through the integration, TVSquared clients can use Foursquare data to understand whether someone from a household that was exposed to an ad actually visited a location within a certain period of time. With same-day analytics, advertisers can then obtain a view into which campaign elements led to visits - by publisher, day of week, daypart, network, program, genre and creative - and which audience segments are driving outcomes. According to TVSquared, brands that use TV to drive physical outcomes will find this integration allows them to tie ad exposure directly to location visits - across 95 million global points of interest and 500 million devices.

Chief Strategy Officer Bob Ivins (pictured) comments: 'From an advertiser's perspective, measurable outcomes come in many shapes and sizes - from a web site visit to an actual purchase. Adding location data to our platform connects TV ad exposure data to actual foot traffic, supporting the attribution needs of brands with physical locations, including retailers, QSRs and auto dealers'.

Web sites: www.tvsquared.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.