Mobile location data used for TV targeting

If our aim, as digital marketers, is to provide more relevant ads at the most suitable time wherever the customer might be looking, then the way PlaceIQ and Acxiom are using mobile location data in the US is a big step forward. If you’re concerned that everything you do is being tracked and you’re being more manipulated than ever, look away.

Starcom MediaVest have teamed PlaceIQ data – which tells you exactly which businesses a customer has visited – with Acxiom data to target TV ads in the US. The obvious use is to target customers who’ve been to a competitor’s store – or get people to come back to yours.

But you could also use it to measure the effectiveness of TV (or direct mail, or out of home for that matter). Show an ad and see how they behave. And this might be the most interesting use of the technology.