PlaceIQ and comScore have launched a joint solution, PlaceIQ PVR powered by comScore, which is designed to measure lift in retail visits resulting from TV, mobile and desktop advertising.
With this solution, retail marketers (and their agencies)can understand the holistic impact of their advertising and how it affects store traffic. In addition, media sellers can prove the value of their inventory and its ability to drive consumers to visit brick-and-mortar locations.
Ad exposure data from comScore is matched to location data from PlaceIQ to measure the overall and individual impact of campaign components such as TV networks, digital publishers, dayparts and placements. comScore can further integrate viewability measurement to account only for digital impressions that have an opportunity to be seen, as is the standard in TV.
PlaceIQ PVR powered by comScore also provides clients with a detailed picture of campaign-exposed consumers. This feature extends beyond demographics to include advanced audience descriptors, such as likelihood to engage with other brands across different shopping categories. With this information, clients can understand the broader interests and affinities of a target audience and tailor future messaging strategies across channels.