• by Erik Sass , Staff Writer @eriksass1, December 19, 2014

Starcom MediaVest Group is moving to integrate location-based data into clients’ media campaigns with a new service, SMG Maps. This will be a joint effort with PlaceIQ, as part of a renewed, expanded partnership between the two companies.

SMG Maps is a location analytics platform that uses anonymized data gathered from consumers’ mobile devices by PlaceIQ’s Consumer Insights Platform to inform media planning and measurement. PlaceIQ’s CIP has collected over two years of data on more than 100 million consumers, including their physical location and digital activities over time and across devices, as part of campaigns carried out for SMG.

This data will enable SMG to craft media activation strategies, conduct place visit rate analysis, and measure campaigns on behalf of clients, with the larger goal of integrating real world behavioral, demographic, consumption, and purchase data into marketing efforts. Among other things, SMG Maps will allow clients to deliver more relevant ad creative aligned with consumers’ real-world behaviors.