MiQ, a programmatic media partner for brands and agencies, has partnered with Lifesight, a leading customer intelligence data platform in Asia Pacific, to equip marketers with consumer behavior insights, real-time proximity targeting and footfall measurement. that helps them to better plan, target, and activate their digital campaigns and effectively measure their impact on driving store visits.
Effectively targeting, engaging and converting today’s consumers is a challenge for brands with omnichannel buying journeys, changing shopping behaviors and media consumption patterns. To help marketers navigate these complexities, MiQ has partnered with Lifesight, to provide marketers with industry-leading audience and location intelligence, to optimize campaigns on-the-go, drive more conversions and improve return on ad spend (ROAS).
As India gears up for the festive season, marketers are looking to measure how their digital campaigns are driving in-store visits. Along with audience profiling, this partnership enables measurement of store visits, which can aid marketers from FMCG, apparel, auto, travel, hospitality, entertainment and real estate sectors to gauge the impact of their digital campaigns on sales.
Commenting on the partnership, Siddharth Dabhade, Managing Director, MiQ says, “By partnering with Lifesight, we’re augmenting our data, analytics and technology capabilities to deliver targeted, high-performing and data-driven programmatic campaigns for our clients in a privacy compliant manner. This partnership will play a key role in bolstering our solutions and driving better results for our clients in India.”
Why marketers need high-quality, interest-based audience segments
The digital advertising space is increasingly cluttered, and more than 50 per cent marketers agree that ad clutter is the biggest challenge in multi-screen campaign effectiveness. Naturally, brands and agencies need to break through the clutter in order for their campaigns to reach the right audience at the right time. With over 1000 pre-defined audience segments across 8 categories, and a unique reach of over 530 million profiles, Lifesight Audiences is designed to help brands and agencies to effectively reach the right consumer and break through ad clutter. The solution can help boost conversion rates by targeting the right consumer, at the right time and place through effective targeting.
According to Lifesight CEO, Tobin Thomas, “MiQ is one of the world’s leading programmatic media partners and Lifesight has been the leading audience and attribution player in the South East Asia and APAC Market since 2018. As part of our growing expansion in other parts of the globe, MiQ is the perfect partner to bring onboard. We are certain that this will bolster MIQ’s campaign effectiveness and empower brands and agencies by providing them with easy access to high quality predefined, interest-based audience segments and measurement capabilities.”
Lifesight’s Customer Intelligence Platform connects people, data, and devices across the digital and physical world, powering the people-based marketing revolution and allowing consumers to safely connect with the brands and products they love. Through access to Lifesight’s curated audience segments following the partnership with MiQ, brands and agencies around the region have a new opportunity to bolster their audience segmentation strategy and measurement capabilities.
