Media agency USIM announced a strategic relationship with Inscape, the provider of smart TV viewing data, enabling USIM to utilize Inscape’s smart TV viewing data to better understand how to use media to more precisely drive foot traffic to specific locations of its retail brand clients. “Smart TV viewing data allows USIM to better target consumers based on preferred TV channels and specific programming genres and even the devices being used which makes it possible for the agency to buy against the shows that index the highest among our retail clients’ active customers and prospects,” said Rob Jayson, EVP of Insights & Analytics for USIM.
USIM developed a platform around location-based data enabling it to target active and/or prospective retail customers, and began refining the method to include TV audience targeting data, incorporating ACR viewing data from Inscape against its custom trading zones to index TV shows, outlets and OTT device platforms based on customer location and how they move through the data to and from retail locations.
“USIM is using Inscape’s viewing data in a rather unique way for its retail, dining, entertainment and education clients,” said Scott Turner, Director, Business Development & Agency Partnerships at Inscape. “The agency realized that for retail, digital-only programs were simply not enough. Leveraging ACR data, USIM is able to target consumers based on where they are coming from, the types of programming they are viewing and then optimize spending in a given market, making TV media buys more efficient and affordable for retail clients.”
