ComScore is teaming up with PlaceIQ to launch a new product that promises to measure the impact of advertising in terms of actually getting consumers to visit physical locations.
PlaceIQ’s PVR measures lift in retail visits resulting from TV, mobile and desktop advertising. ComScore will match its 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, according to a release. ComScore said it can further integrate viewability measurement to account only for digital impressions.
“Auto dealerships, restaurants, travel providers and retailers all have the challenge of connecting the dots between ad exposures and in-store foot traffic,” said Steve Ahlberg, senior vice president of advertising products at ComScore, in the statement. “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. ComScore is excited to partner with PlaceIQ, a premier provider of advanced location data and analytics, to launch this product, which is available to our clients today.”
PlaceIQ PVR is promising to also offer a snapshot of campaign-exposed consumers including data points like likelihood to engage with other brands across different shopping categories.
“Our longstanding partnership with the ComScore family continues to equip marketers with advanced audience insight and measurement solutions,” said Duncan McCall, CEO of PlaceIQ, in a statement. “For seven years, PlaceIQ has been at the forefront of developing innovations such as Place Visit Rate, which has become an industry-standard for measuring foot traffic and informing media decisions. PlaceIQ PVR powered by comScore is a significant addition to our large portfolio of location-driven product innovations. It unifies our sophisticated approach for real-world attribution with comScore, the industry's trusted choice for impartial measurement in the digital realm."
"It provides a powerful way to quantify engagement and justify investments," he added. "With it, marketers get a better understanding of how all forms of media impact foot traffic, the audience affinities behind those interactions, critical insight into viewability for digital campaigns, and the ability to optimize cross-channel campaigns to drive additional visitation.”