• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Analytics & Data

Cuebiq, Verve-HERE announcements show utility of location as targeting, attribution tool

Cuebiq announced linear TV offline attribution; Verve and HERE are working on bringing digital OOH to in-car infotainment systems.

Greg Sterling on January 9, 2019 at 12:35 pm
  • More

Image courtesy Here Technologies

Location and location data are what PlaceIQ’s CEO Duncan McCall have called “horizontal enabling technologies” that can help brands with audience targeting and segmentation, business and operational insights, offline attribution and media planning.

Two recent announcements highlight the diverse and expanding uses of location, for linear TV attribution, digital out-of-home (OOH) and in-car advertising. Cuebiq announced TV attribution, which includes linear TV and so-called “advanced television.” Meanwhile, HERE and Verve announced a partnership that lays the groundwork for in-car advertising.

TV to store measurement. Cuebiq is not the first company to offer offline attribution for TV or OTT video advertising. Foursquare, Placed, PlaceIQ, Simplifil, Factual and NinthDecimal all have programs that track video content or TV programming to the store.

As with Foursquare and others, Cuebiq is working with Inscape, which is owned by TV manufacturer Vizio. The company also said it’s “the first location intelligence company to leverage Gracenote ad exposure data derived from its proprietary ACR technology running on millions of Smart TVs.” TV viewing data are matched to mobile devices in an aggregated (and anonymous) way, allowing advertisers to see which audiences were exposed to ads and then visited particular stores within a designated attribution window.

Expanding digital OOH to in-car environments. Mobile-location data company Verve and mapping and location platform HERE are seeking to extend digital out-of-home (OOH) ads to cars. HERE is providing its location data sets to Verve, which will enhance the latter’s capabilities. And the two hope to bring ads car infotainment systems.

Waze currently features multiple ad units within its navigation app, which is used predominantly in cars. And, back in 2007, now defunct connected-navigation company Dash partnered with Yahoo (and others) to offer local search content drivers. The company was paving the way for in-car ads but didn’t survive to see its vision fully realized.

HERE is doing a great deal of work on connected cars, and ads within in-dash systems are all-but-inevitable. In an earlier, related case study released by Cuebiq, the company found traditional OOH outperformed mobile-only advertising but the combination of mobile and OOH generated a more than 2X lift over OOH only.

Why you should care. These are just two examples that reflect the versatility and broad application of location data to a range of marketing scenarios. Indeed, location data should probably be a component of every brand’s marketing, regardless of whether it sells through stores or not.

Location data offers real-world behavioral and competitive insights; store visitation is one indication of purchase intent. Location data can be used across platforms to determine how all kinds of digital media are impacting offline sales — where the vast majority of transactions take place.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: Martech: Analytics & DataMobile Marketing & Martech

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok