Exponential Interactive, one of the largest digital advertising companies reaching over 700 million users monthly, has partnered with Cuebiq, the largest provider of accurate and precise location data in the U.S. The partnership is twofold. First, it provides advertisers the 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. Second, it allows 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, CEO, Cuebiq. “We are thrilled to work with Exponential to provide advertisers this kind of data and intelligence needed to drive campaigns forward.”
In a recent campaign for a top automotive brand, Exponential used Cuebiq’s Attribution solution to test the effectiveness ofExponential’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% footfall uplift against the unexposed control group, which when compared to the 24% uplift for IAB standard banners, shows how much more effective the VDX units are at driving footfall into store. In addition, 71% of consumers exposed to VDX formats visited a dealer within seven days of seeing the ad and 32% of users spent over 30 minutes at the dealership.
“This partnership enables us to harness a more complete view of consumers, both online and offline. The success of our advertisers’ campaigns, like the one for the auto dealership, speaks for itself and we see only positive gains for our advertisers by partnering with Cuebiq,” said Tim Sleath, VP, product management, Exponential. “We look forward to continuing our work together and building our data, which allows us to measure our campaigns more effectively, reach the right audiences and to draw them to physical locations like dealerships and stores.”