Case Study: Media Storm achieves precise store‑visitor audiences and more efficient ad spend with SafeGraph Places

Media Storm's Location-Based Audiences Using SafeGraph POI Data

Media Storm, the second-largest independent full-service media agency in the U.S., needed to turn noisy anonymous GPS data tied to Mobile Advertising IDs (MAIDs) into precise location-based audiences for clients like AMC, Big Lots!, and Celebrity Cruises. The agency struggled because client-supplied store centroids were often inaccurate and centroid-based radii included nearby traffic in dense retail areas, so Media Storm selected SafeGraph and its SafeGraph Places dataset to get exact store locations and building footprints.

Using SafeGraph Places’ nearly 5 million POIs with brand info, NAICS codes, and polygon (building footprint) geometry, Media Storm geofenced the MAID feed to identify true store visitors and filter out irrelevant nearby devices. SafeGraph’s data enabled more accurate store-visitor audiences, reduced wasted ad spend, and produced superior campaign performance for Media Storm’s clients; Media Storm now plans A/B store-visit attribution tests using SafeGraph polygons to measure lift from paid media.

Media Storm

Yoram Greener

Executive Director