Shopper intelligence and omnichannel media provider Catalina has partnered with PlaceIQ, a data and technology provider, to bring location-driven planning, measurement and attribution to its retailer, CPG brand, agency and place-based media partners.
Catalina will tap PlaceIQ’s Firehose Visits product to enhance its measurement, audience creation and analytics offerings. Firehose Visits includes visitation metrics from across the country, along with useful Place metrics to capture information like open hours and multi-use properties. PlaceIQ will extend its large point of interest (POI) database to include more than 30,000 custom locations to support Catalina’s growing out-of-home (OOH) and place-based media service.
PlaceIQ’s location-based data and POI database, combined with Catalina’s “highly scaled” deterministic shopper transaction data and shopper panel data aims to enable advertisers to reach more precise audiences, optimize offline and online media engagement across channels, and deliver real-world ROI on a brand campaign’s performance.
“As Catalina brings our omnichannel and out-of-home/place-based media capabilities closer together, this new partnership enables us to map location-based visit signals to our anonymous shopper ID graph,” said Brian Dunphy, senior vp, digital business & strategic partnerships at Catalina, in a new media release. “With PlaceIQ further extending our knowledge of where shoppers shop, as well as what they care about, we can help CPG advertisers better target them at locations they frequent with relevant, impactful advertising. We can also measure sales lift conversion based on shoppers seeing specific ads while on their path-to-purchase.”
Catalina selected PlaceIQ for its “ease and flexibility” to define and monitor custom locations necessary for OOH, as well as the company’s reach and visit attribute quality. According to the release, PlaceIQ’s data was tested for accuracy by comparing historical data to Catalina’s own truth sets of transaction data.
“We’re happy to take our offering further into the CPG marketplace by partnering with Catalina to create ease of access and seamless usability for brands and channel partners,” said Brian Bradtke, vice president of partner development at PlaceIQ, in the release. “What’s really exciting about this partnership is we’ll be focusing on OOH work, while expanding into other channels as we grow together.”