PlaceIQ, specialists in audiences analysis, and Media Storm, the second largest independent media agency in the US, have announced today a unique campaign with a major sports network. The campaign, first to use new PIQ PrimeTime Measurement, was designed to drive viewership of Major League Baseball (MLB) on the network. Leveraging a cross-section of location-based insights and television set-top box data to successfully deploy mobile ads, resulted in significant increases in tune-in and time spent watching MLB on the network.
To create the optimal advertising audience, Media Storm partnered with PlaceIQ to – for the first time – analyse Rentrak television ratings currency of US households that frequently watch MLB across FOX Sports 1, FOX, MLB Network, ESPN, and TBS and identified mobile devices connected to each household using its location intelligence platform. From April 6rd to May 3rd 2014 those selected mobile users received targeted advertisements prompting users to tune into target network to watch MLB.
“We’re breaking new ground with this campaign by examining the cross-section between mobile devices, location and television viewing habits,” said Chris Wilson, president of national television at Rentrak. “This marks the first time our massive and passive TV viewing information has been used for attribution with a location-based mobile marketing campaign and opens the door for future innovative uses of our unique data set.”