Partnership To Provide Marketers With Critical Intelligence On Offline Roi.
Kantar Millward Brown, a global research agency helping businesses grow strong brands, announced a partnership with Cuebiq, a provider of accurate and precise location data in the U.S., to help marketers measure the offline ROI of their advertising.
The partnership integrates geolocation and campaign effectiveness capabilities in a new tool that evaluates a campaign’s ability to drive audiences to key physical locations — insights which are particularly relevant for verticals such as Auto, Retail, Travel, Hospitality, Restaurants and Entertainment.
“We continue to develop new capabilities to provide the insights our clients need to break through to their audiences with their advertising and media,” said Marc Ryan, Chief Product & Innovation Officer, Media & Digital at Kantar Millward Brown (pictured top left). “With this partnership, we’re integrating geolocation data from Cuebiq into our existing in-market measurement solutions to capture the critical behaviors that occur after advertising exposure.”
Cuebiq’s technology is embedded in over 61MM mobile devices in the U.S, and is accurate within 10 meters. The integration of this robust data source into Kantar Millward Brown’s Consumer Behavior Insights suite of solutions provides a new level of accuracy and granularity in understanding the downstream consumer footprint.
Kantar Millward Brown’s Media and Digital practice has helped marketers measure their advertising’s impact on online behaviors such as search and site visitation for nearly a decade through the Consumer Behavior Insights suite. Now, through partnership with Cuebiq, the solution can also determine a campaign’s ability to motivate offline behaviors and answer questions such as:
· How much did the campaign impact a location’s visitation rate?
· Did the campaign increase frequency of store visits?
· Did people spend more time in stores as a result of advertising?
· How does my campaign performance compare with industry benchmarks?
“Many of our advertisers, especially in the quick-service restaurants category, are looking to drive in-store growth through the reach and relevance of our properties,” says Chris Ryan, senior vice president of ad sales research for Scripps Networks Interactive. “Kantar Millward Brown continues to deliver cutting-edge solutions to help us add more value for our clients, as demonstrated through this partnership with Cuebiq, which enables us to extract deeper insights into offline ROI.”
According to the 2016 Kantar Millward Brown “Getting Digital Right” study, marketers identify measuring/proving ROI as one of their biggest challenges. Marketers spend billions of dollars on digital advertising, yet it has been virtually impossible to link this investment to the resulting offline behaviors that occur during a consumers’ path to purchase, such as visiting a retail store, restaurant or car dealership.
“Radio is uniquely positioned to reach consumers on the move and the right ad message can inspire a swift response,” said Bob Pittman, Chairman and CEO of iHeartMedia. “Geolocation data, linked to advertising exposure, opens up a world of opportunity for us to enhance the insights we can provide our advertisers about their campaign’s effects on audiences’ offline behavior.”
“We are proud to be partnering with Kantar Millward Brown to help marketers understand the impact of their multi-channel efforts and quantify ROI,” said Antonio Tomarchio, Cuebiq’s CEO. “Our superior location data enables us to effectively bridge the online and offline worlds, empowering clients to glean actionable insights into consumers’ real-world behaviors.”
The partnership enables marketers to:
· Quantify increases in customer visits, frequency of visits and time spent on location as a result of advertising exposure
· Understand geographic impacts of a campaign (i.e. which state saw the biggest increase) and analyze results by different campaign elements such as site and creative
· Benefit from actual, not stated, behavioral data in near real time, allowing for in-flight campaign optimization, whereas sales data results are delivered after the campaign is over
Consumer Behavior Insights for offline behavior is now available in the U.S., with plans to expand to other key markets later this year.