Acxiom and GSTV Partner to Measure Impact of Video Advertising at Fuel Stations Nationwide
May 03 2018 - 8:30AM
Business Wire
People-based measurement solution enables
advertisers to evaluate spend and leverage insights for future
campaigns
Acxiom® (Nasdaq: ACXM), the data foundation for the world's
best marketers, today announced its partnership with GSTV to
provide advertisers with people-based measurement that will
effectively quantify the impact of video advertising delivered
through GSTV.
The partnership leverages Acxiom’s leading analytics practice
and identity resolution technologies to connect audiences and
transaction data in a privacy-compliant Safe Haven® environment for
analysis of fuel station video advertising campaign performance.
This solution allows marketers to better understand GSTV audiences
to optimize campaign messaging and targeting decisions that
ultimately enhance consumers’ experiences with the brands they
love.
“The growth of non-traditional digital media channels has
brought to light the need for more effective tools to measure
campaign performance at the customer level,” said Chandos Quill, VP
of Global Data and Strategic Alliances at Acxiom. “With this unique
new offering from Acxiom and GSTV, marketers can now measure at a
granular level how GSTV campaigns contribute to key performance
indicators, such as customer acquisition, spending and lifetime
value.”
The partnership helps brands and advertisers manage the
complexities of marketing measurement at the individual level,
enabling more acute insights. Acxiom Analytics provides a
comprehensive set of capabilities for thorough measurement of GSTV
campaigns, including robust reporting and incremental lift
analysis, increased speed to insights and greater opportunity for
campaign optimization via this direct channel.
The new offering helps brands determine whether customers were
exposed to GSTV ads through person-based location data available
via the LiveRamp® IdentityLink™ Data Store. Leading identity
resolution technologies are then used to unify anonymized location
and transaction data for a complete customer view.
The novel measurement approach allows marketers to assess the
impact of GSTV’s unique video platform and control for other media
exposure, enabling marketers to demonstrate the value of their GSTV
media spend. It will also improve targeting and optimization by
leveraging measurement insights for subsequent campaigns.
“GSTV is an addressable digital video platform that now reaches
1 in 3 American adults monthly. But reach is only part of the story
– it’s quantifiable impact that matters to marketers,” said Eric
Sherman, Senior Vice President of Insights and Analytics at GSTV.
“Our partnership with Acxiom Analytics enhances our ability to
measure the impact of advertising on GSTV, while deepening our
commitment to advanced data solutions. We’re thrilled to be
launching this joint offering and are excited about our initial
collaborations with leading automotive and financial services
brands.”
Acxiom Analytics is a trusted partner providing a full suite of
analytics, including digital and addressable TV measurement, to
many of the world’s leading brands. Fueled by deep data
heritage and leading identity resolution technology, Acxiom
Analytics provides omnichannel analytics and measurement solutions
across the entire customer lifecycle to enable effective
people-based marketing.
About Acxiom
Acxiom provides the data foundation for the world's best
marketers. We enable people-based marketing everywhere through a
simple, open approach to connecting systems and data that drives
seamless customer experiences and higher ROI. A leader in identity
and ethical data use for more than 48 years, Acxiom helps
thousands of clients and partners around the globe work together to
create a world where all marketing is relevant. Acxiom is a
registered trademark of Acxiom Corporation. For more information,
visit Acxiom.com.
About LiveRamp
LiveRamp offers brands and the companies they work with identity
resolution that is integrated throughout the digital ecosystem, and
provides the foundation for omnichannel marketing. IdentityLink
transforms the technology platforms used by our clients into
people-based marketing channels that improve the relevancy of
marketing, and ultimately allow consumers to better connect with
the brands and products they love. LiveRamp is an Acxiom company
(NASDAQ: ACXM), delivering privacy-safe solutions to market and
honoring the best practices of leading associations including the
Digital Advertising Alliance’s (DAA) ICON and App Choices programs.
For more information, visit www.LiveRamp.com.
About GSTV
GSTV is a data-driven, national video network delivering
targeted audiences at scale across tens of thousands of fuel
retailers. Reaching 1 in 3 American adults monthly, GSTV engages
viewers with full sight, sound, and motion video at an essential
waypoint on their consumer journey. Analysis of billions of
consumer purchases demonstrates that GSTV viewers spend
significantly more across retailers, services, consumer goods and
other sectors, following a fuel transaction. While offering
consumers entertaining and informative content, GSTV drives
immediate action and creates lasting brand impressions, delivering
measurable results for the world’s largest advertisers. GSTV’s
convenience and fuel partners include leading retailers like
7-Eleven, Arco, BP, Circle K, Chevron, Conoco-Phillips,
Exxon-Mobil, Gulf, KwikTrip, Marathon, Speedway and Sunoco.
For more information, please visit GSTV.com.
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Havas Formula for AcxiomNisreen Sarryeh,
646-510-4106acxiom@havasformula.com
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