PlaceIQ, which provides audience data with location, time and real-world behavior, just announced with Rentrak that it will extend TV targeting to mobile for national brands. TV viewing data from Rentrak will now flow to PlaceIQ, providing rich mobile tracking and targeting info. PlaceIQ will layer on Rentrak TV viewing data representing 13 million households, allowing advertisers to extend TV buys to mobile. So, an advertiser buying a particular program could extend a TV campaign to mobile display ads, reaching people who watch the show.
This first-of-its-kind alliance has already been deployed to raise awareness of a national consumer electronics brand among its key audience.
Rentrak is a source for TV networks, agencies and advertisers, delivering the precise ratings all day, every day across more than 230 television networks nationally and in all 210 DMAs networks and stations in all 210 local TV DMAs. By mapping television viewing data against insights gleaned by PlaceIQ from consumers’ use of their mobile devices, PlaceIQ and Rentrak are able to build precise targeted audiences for mobile advertising. In the initial program for a suite of consumer electronics products, PlaceIQ and Rentrak assisted a global brand’s efforts to connect with Major League Baseball and National Football League viewers, as well as teenagers watching programs across several networks popular with that particular demo.
PlaceIQ CEO Duncan McCall tells RBR-TVBR: “Rentrak’s deep and granular TV viewing data from 25 million set top boxes, now linked to PlaceIQ’s real world mobile audiences, provides a completely new set of opportunities for brands and advertisers across these two mediums,” said PlaceIQ’s CEO Duncan McCall. “The partnership is extending TV viewership and targeting to mobile devices in the physical world, enabling targeting, analytics and insight like never before – and we are excited to make this available to more advertisers.”