PlaceIQ And IRI Show How CPG Brands Can Connect Sports Stadiums To Store Aisles
"We’ve worked with large brands for years, to help them understand audiences such as stadium visitors, their affinities outside the sports realm, and the effect marketing has on driving real world visitation," says PlaceIQ CEO Duncan McCall.
Location-based ad attribution primarily is thought of connecting a marketing message to a general store visit, but as consumer packaged goods seek greater ROI on their online ads, they want to know whether their ads were able to generate a purchase at the checkout line.
Geo-data specialist PlaceIQ has been working with CPG shopper tracker analytics provider IRI since Dec. 2015 on making those connections between the point-of-sale and consumers’ locations in the world when viewing a mobile ad.
In a national ad campaign for a beverage brand that began in Baltimore involving several stadiums — the companies aren’t revealing the names — PlaceIQ and IRI are claiming have shown how a sponsorship drove $3 million in store sales.
“We can capture the location signals at stadiums anonymously and see which mobile devices that were exposed to the ad at that time and then match that with IRI’s data at the checkout,” PlaceIQ CEO and co-founder Duncan McCall told GeoMarketing. “But there’s more to it than just identifying that connection. We also found that event visitors spent, on average, twice as much as the control group that were not exposed to the stadium ads. In the end, we were able to quantify and prove that the more events you actually saw additional lift.”
The results are detailed in a joint white paper by PlaceIQ and IRI called Relevance Is Everything.
“Our joint work is focused on giving brands peace of mind that marketing dollars are being used effectively,” said Jennifer Pelino, senior vice president, IRI Media Center of Excellence. “The ability to measure uplift in purchases from a unique audience such as an event like stadium visitation provides much needed visibility into return on investment. This provides valuable insight into how different products within a brand’s portfolio are benefitting from sponsorship. These critical insights can be used by brands to optimize marketing decisions across the board.”
Among the aspects combining location analytics and shopper tracking the report attempts to show include:
- Path to Purchase Assessment: Understand travel routes for consumer audiences before they purchase products in store
- Events and Sponsorships: Quantify the impact of event sponsorship on future in-store sales
- Store or Pop-Up Placement: Place stores or pop-up shops in locations that are most convenient to your target shoppers
- Household Profiling: Understand how your consumers engage across the retail landscape and outside of your industry
PlaceIQ has struck a number collaborations with analytics platform companies that are meant to make the use cases for geo-data more granular than simply looking at foot traffic and ads. Over the past three years, PlaceIQ has begun working with 1010data, comScore, Nielsen Catalina, and more recently, began crafting its location-based audiences through LiveRamp’s IdentityLink Data Store feature.
“We take is a census-based approach, not a panel-based approach,” McCall notes, which means that it looks at all individual devices — again, anonymously — that are exposed to the ads, as opposed to only counting those devices that “check in” to a place. “IRI’s data is based on 300 million loyalty cards — that’s a massive number of households. These are real measurements of actual consumers. That’s what’s making what we’re doing so exciting.”