Kantar Millward Brown partners with Cuebiq on offline ROI

Geo-location and campaign effectiveness information will be integrated in the new tool, to determine a campaign’s ability to drive audiences to certain locations. These insights will help sectors such as automotive, retail, travel, hospitality and restaurants in particular.

Cuebiq’s data – which is collected through its 61 million monthly smartphone users and accurate within 10 metres – will be fed into Millward Brown’s consumer behaviour insights products.

Marc Ryan, chief product & innovation officer, Media & Digital at Kantar Millward Brown, said: “We continue to develop new capabilities to provide the insights our clients need to break through to their audiences with their advertising and media.

“With this partnership, we’re integrating geo-location data from Cuebiq into our existing in-market measurement solutions to capture the critical behaviours that occur after advertising exposure.”

It will initially be available in the US and will extend to other markets later in the year.