In a nod to the increasing importance of location data, Exponential Interactive has partnered with Cuebiq, the largest provider of accurate and precise location data in the U.S.
Exponential Interactive, a large and well known digital advertising company, wants to provide advertisers an ability to target users based on their offline and online activities by combining Cuebiq’s offline location-based audience profiles with Exponential’s online interest-based audiences.
The icing on this location data cake: the partnership will allow advertisers to measure campaign effectiveness by using Cuebiq’s attribution capabilities.
“As advertisers constantly work to achieve better accuracy and stay connected with their consumers, it is essential to obtain a complete view of the consumer, based on both their offline and online behaviors,” said Antonio Tomarchio, the CEO of Cuebiq. “We are thrilled to work with Exponential to provide advertisers this kind of data.”
Recent tests showed success. For a recent campaign for a top automotive brand, Exponential used Cuebiq’s Attribution solution to test the effectiveness of Exponential’s proprietary video VDX ad format. The test analyzed footfall and time spent at the dealerships for consumers who were exposed to the ads.
“The analysis showed the VDX video advertising units led to a 68 percent footfall uplift against the unexposed control group, which when compared to the 24 percent uplift for IAB standard banners, shows how much more effective the VDX units are at driving footfall into store,” the official announcement reads. “In addition, 71 percent of consumers exposed to VDX formats visited a dealer within seven days of seeing the ad and 32 percent of users spent over 30 minutes at the dealership.”