USIM just won the Programmatic Agency of the Year Award.
Their data was powered by MFour. The award is for targeting active and prospective retail customers: something that was previously not possible in mass media.
And the targeting is working. The data has generated sales lifts averaging 10% to 15% — and as much as 50% — over normal targeted local TV advertising buys.
It all started when Rob Jayson, USIM Executive Vice President-Insights & Analytics, stumbled upon MFour's unique platform. Capable of providing an opt-in panel of mobile users, MFour gave Rob a way to track devices for media research purposes. He was intrigued.
MFour has nearly three million users, making its sample both big enough and stable enough to be used as a building block for refined analyses. So, USIM decided to use MFour's panel to create a geo-targeting methodology dubbed PureView. That allowed the firm to effectively create custom trading areas based on the actual travel patterns of its retail clients’ customers.
“The end result is a much more efficient deployment of programmatic and OTT and other media we can buy with geo tags that is much more efficient in driving traffic to stores,” Jayson explained when MediaPost first wrote about the innovation early last year.
For more information on the article, please view the original post, published by MediaPost.