Acxiom and GSTV Partner to Measure Impact of Video Advertising at Fuel Stations Nationwide
People-based measurement solution enables advertisers to evaluate spend and leverage insights for future campaigns
CONWAY, Ark., MAY 03, 2018 —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.
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.
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.
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.