PlaceIQ and IRI Link Off-line Sales to OOH Sponsorships

Location intelligence firm PlaceIQ has teamed up with IRI to link off-line sales to out-of-home (OOH) sponsorships, providing a 'holistic view' of customer journeys and enabling marketers to understand the value of their outdoor campaigns.

The collaboration combines PlaceIQ's location-based insights comprising 190 million anonymous device signals across the US, with IRI's purchase data representing more than 100 million households and 80% of the US market. This combination can be used to understand travel routes for consumer audiences before they purchase products in store and quantify the impact of event sponsorship on future in-store sales. The integration of the two firms' data sets should allow marketers to assess the path-to-purchase and serve ads at the right time.

Jennifer Pelino, SVP of the IRI Media Center of Excellence, says the firms aim to givebrands 'peace of mind' that their marketing dollars are being used effectively. Duncan McCall, CEO and co-founder of PlaceIQ, adds: 'There are substantial marketing investments that require a true understanding of sports audiences as a starting point to justify spending. 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 - and the solutions we offer are made even stronger today through this partnership'.

Web sites: www.placeiq.com and www.iriworldwide.com .