PlaceIQ and Rentrak Partner to Extend TV Targeting to Mobile
NEW YORK, February 5, 2014 (ADOTAS) – PlaceIQ, the company building more accurate audiences with location, time and real-world behavior, today announced its partnership with Rentrak, the leader in precisely measuring movies and TV everywhere. Rentrak’s deep and granular TV viewing ratings from millions of TVs will be combined with PlaceIQ’s audience-building platform to provide more relevant and effective consumer targeting. This first-of-its-kind alliance has already been deployed to raise awareness of a national consumer electronics brand among its key audience.
With viewership information from 13 million households (25 million televisions) across the United States, Rentrak is a trusted source for TV networks, agencies and advertisers, delivering the most precise and reliable ratings all day, every day across more than 230 television networks nationally and in all 210 DMAs networks and stations in all 210 local TV DMAs. By mapping television viewing data against insights gleaned by PlaceIQ from consumers’ use of their mobile devices, PlaceIQ and Rentrak are able to build precise targeted audiences for mobile advertising. In the initial program for a suite of consumer electronics products, PlaceIQ and Rentrak assisted a global brand’s efforts to connect with Major League Baseball (MLB) and National Football League (NFL) viewers, as well as teenagers watching programs across several networks popular with that particular demographic.
“Rentrak is excited to work with PlaceIQ to help add TV viewing behavior intelligence to their platform as the use of mobile devices for information and entertainment continues to rise,” said Chris Wilson, president of national television at Rentrak.
Last year, TV represented 60 percent of global ad spend in 2012, by far the largest channel for advertisers to buy media. PlaceIQ is able to bring its sophisticated analytics capabilities and expertise in helping advertisers understand the trends and correlations between TV viewership and the location behavior of devices, thereby allowing advertisers to more confidently invest in the mobile channel by leveraging television viewing information. Therefore, brands are able to not only target consumers more effectively across mobile, but also measure the impact of mobile ads leveraging PlaceIQ’s Place Visit Rate (PVRTM), the industry standard metric for in-store ROI.
“The partnership with Rentrak adds a very tangible dimension to PlaceIQ’s understanding of audiences based on the content, frequency and usage of consumers’ TV viewing behaviors,” said Duncan McCall (pictured), CEO of PlaceIQ. “We are seeing groundbreaking new opportunities emerging from our pilot campaigns with Rentrak, and we’re looking forward to making this offering available to more brand advertisers in 2014.”
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