Market Overview

Kantar Millward Brown Partners with Cuebiq to Provide Marketers with Critical Intelligence on Offline ROI


Kantar Millward Brown, a leading global research agency helping
businesses grow strong brands, today announced a partnership with
Cuebiq, the largest provider of accurate and precise location data in
the U.S., to help marketers measure the offline ROI of their advertising.

The partnership integrates geolocation and campaign effectiveness
capabilities in a new tool that evaluates a campaign's ability to drive
audiences to key physical locations — insights which are particularly
relevant for verticals such as Auto, Retail, Travel, Hospitality,
Restaurants and Entertainment.

Cuebiq's technology is embedded in over 61MM mobile devices in the U.S.,
and is accurate within 10 meters. The integration of this robust data
source into Kantar Millward Brown's Consumer Behavior Insights suite of
solutions provides a new level of accuracy and granularity in
understanding the downstream consumer footprint.

Kantar Millward Brown's Media and Digital practice has helped marketers
measure their advertising's impact on online behaviors such as search
and site visitation for nearly a decade through the Consumer Behavior
Insights suite. Now, through partnership with Cuebiq, the solution can
be used to determine a campaign's ability to motivate offline behaviors
as well.

"Many of our advertisers, especially in the quick-service restaurants
category, are looking to drive in-store growth through the reach and
relevance of our properties," says Chris Ryan, senior vice president of
ad sales research for Scripps Networks Interactive. "Kantar Millward
Brown continues to deliver cutting-edge solutions to help us add more
value for our clients, as demonstrated through this partnership with
Cuebiq, which enables us to extract deeper insights into offline ROI."

The partnership enables marketers to:

  • Quantify increases in customer visits, frequency of visits and time
    spent on location as a result of advertising exposure
  • Understand geographic impacts of a campaign (i.e. which state saw the
    biggest increase) and analyze results by different campaign elements
    such as site and creative
  • Benefit from actual, not stated, behavioral data in near real time,
    allowing for in-flight campaign optimization, whereas sales data
    results are delivered after the campaign is over

"Radio is uniquely positioned to reach consumers on the move and the
right ad message can inspire a swift response," said Bob Pittman,
Chairman and CEO of iHeartMedia. "Geolocation data, linked to
advertising exposure, opens up a world of opportunity for us to enhance
the insights we can provide our advertisers about their campaign's
effects on audiences' offline behavior."

"We continue to develop new capabilities to provide the insights our
clients need to break through to their audiences with their advertising
and media," said Marc Ryan, Chief Product & Innovation Officer, Media &
Digital at Kantar Millward Brown. "With this partnership, we're
integrating geolocation data from Cuebiq into our existing in-market
measurement solutions to capture the critical behaviors that occur after
advertising exposure."

"We are proud to be partnering with Kantar Millward Brown to help
marketers understand the impact of their multi-channel efforts and
quantify ROI," said Antonio Tomarchio, Cuebiq's CEO. "Our superior
location data enables us to effectively bridge the online and offline
worlds, empowering clients to glean actionable insights into consumers'
real-world behaviors."

Consumer Behavior Insights for offline behavior is now available in the
U.S., with plans to expand to other key markets later this year.

To learn about how Consumer Behavior Insights can help you measure the
effectiveness of your campaigns, please contact

About Kantar Millward Brown

Kantar Millward Brown is a leading global research agency specializing
in advertising effectiveness, strategic communication, media and brand
equity research. The company helps clients grow great brands through
comprehensive research-based qualitative and quantitative solutions.
Part of Kantar, WPP's data investment management division, Kantar
Millward Brown operates in more than 55 countries. Learn more at

About Cuebiq

is the largest provider of accurate and precise location data in the
U.S. Its leading data intelligence platform analyzes location patterns
of 61 million monthly active U.S. smartphone users on over 180 mobile
apps, allowing businesses to glean actionable insights about real-world
consumer behaviors and trends. Cuebiq provides clients geo-behavioral
audiences for cross-platform ad targeting, the industry's only SaaS
based real-time campaign optimization and footfall attribution tools,
and offline location analytics. Cuebiq does not collect any personally
identifiable information. Its privacy-sensitive methodology has earned
the company membership status with the Network Advertising Initiative
(NAI), the leading self-regulatory industry association dedicated to
responsible data collection and its use for digital advertising.

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