Cuebiq expands attribution solution
January 8, 2019
Cuebiq, a player in offline location intelligence and consumer insights, has announced the launch of its TV attribution solution, rounding out its existing digital and out-of-home measurement capabilities. This addition provides a cross-channel view of how the media mix, including both linear and advanced television, impacts the customer journey to brick-and-mortar locations.
Cuebiq’s TV attribution offering integrates opt-in TV viewing data from multiple partners into its AI-driven location intelligence platform, Clara, which is powered by the largest database of anonymous and accurate location data in the United States. Cuebiq’s integration of Inscape’s automatic content recognition (ACR) viewing data, gives the company access to glass level insights from more than 10 million Smart TVs. Cuebiq is also the first location intelligence company to leverage Gracenote ad exposure data derived from its proprietary ACR technology running on millions of Smart TVs. This allows Cuebiq to connect the largest panel of ad exposure data with store visits for more than 72 million unique users —offering a more comprehensive and representative panel of the U.S. population than other solutions currently available.”
“Given the unique scale of our data integrations with a variety of partners, our intuitive and interactive platform enables clients to slice and dice results for deeper insights, as well as better visualize their campaign metrics and ad effectiveness,” said Antonio Tomarchio, Founder and CEO of Cuebiq.
In recent months, clients from leading QSR, automotive, and home improvement brands, such as The Home Depot, have been part of the beta community for early access to measurement capabilities.
Cuebiq’s TV attribution solution provides granular insights on advertising performance, which can be broken down by program, network, and day part, and is also paired with visitation insights, such as visit uplift and visit rate, walk-to-rate, time spent in stores, and most visited days and hours.
This allows marketers to close the loop on cross-platform advertising by measuring ROI and incremental lift, optimizing the media mix based on consumers’ offline behaviors, and understanding how each channel impacts the others, such as television vs. digital.
A QSR brand, which aimed to drive visitation traffic around a day-specific promotion targeting both the general and Hispanic markets, reported visit uplift, as granular as DMA-level, as well as performance by network and show. The platform revealed that Spanish-language programming and weekend programming, specifically movies, proved more efficient in reaching consumers that converted to visits.
“While media buys depend on audience targeting, ads on Spanish-language networks cost less than general market ads, so such analyses can help advertisers choose the right mix of networks and programs,” said Tomarchio.
Cuebiq’s proprietary methodology enables anonymous collection of location data from users who have opted-in and analysis of aggregated offline trends, helping marketers better understand the offline consumer journey, analyse store performance, and measure marketing activation effectiveness. As members of the NAI and TrustArc certified, Cuebiq applies its gold-standard, transparent approach to privacy in its TV attribution solution.