Data Driven Targeting w/ @Captivate & @WeAreMiq

Tristan Cotterill

Captivate, North America’s leading location-based digital video network, has formed a strategic partnership with MiQ, a global programmatic media partner, to deepen Captivate’s audience targeting and measurement capabilities.

They are filling an addressability gap within the DOOH industry in Canada by combining mobile location and consumer data with website browsing behaviour via a customised self-serve planning tool. Ultimately this will enable more effective campaigns for advertisers.

Barb Huggett, General Manager at Captivate Canada told us “As advertisers look to deepen their consumer relationships, we’re excited to partner with MiQ to provide a turnkey solution that reinforces brand messaging and drives action. By utilising this scale of targeting, we can now identify valuable, hard-to-reach B2B & B2C audiences and take measurement to a new, deeper level.”

As the line between work and home continues to blur, upscale consumers are completing personal and professional tasks across multiple devices during moments of work, live and play. This alliance provides Captivate’s advertising partners with more pointed exposure — targeting campaigns based on consumer activity across offline and online touchpoints.

Jason Furlano, SVP of Commercial, MiQ said “This partnership bridges the power of geolocation data with online activity data to provide marketers an accurate picture of their DOOH audience, while helping to eliminate wastage and inform strategies. Today’s definition of OOH, ironically, doesn’t always mean outdoors. High traffic areas still exist, and this partnership helps to better segment these areas for relevant and meaningful messaging.”

MiQ is a programmatic media partner for marketers and agencies. They connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. They’re experts in data science, analytics and programmatic trading, and they’re always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.

Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific.

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