Automating the way that location-based ads are delivered and analyzed, Publicis Groupe’s Starcom MediaVest Group this week announced SMG Maps, a location analytics platform launched in conjunction with PlaceIQ, a location-based audience targeting firm.
Starcom and PlaceIQ have been partners for two years, and the companies say the new SMG Maps platform uses data that the two have collected during their partnership. The analytics platform houses data about consumers’ location habits and automates the use of that location-based data in campaigns.
For instance, media buyers can automatically “activate media” based on a consumer’s location. The companies also say different creative sets can also be activated based on location and time.
Duncan McCall, co-founder and CEO of PlaceIQ, said in a statement that Starcom and PlaceIQ are looking to use “context of time and location” to “change the way brands understand and respond to consumers.”
The new platform is open to all Starcom clients, including Coca-Cola, P&G, Samsung and Walmart.
"Pin in map" image via Shutterstock.