Tag: Location-based

ComScore Teams Up With xAd To Measure Offline Impact Of Digital Ads

Posted on by Lab Team

What Happened
Continuing the hot trend of ad-tech companies introducing offline attribution measurement for digital ads, online audience measurement firm comScore and location-based mobile ad network operator xAd are teaming up to introduce comScore Location Lift in xAd. Combining comScore’s campaign data with xAd’s mobile ad network, the new product allows advertisers to measure reach and track how their online campaigns affect foot traffic. The companies also plan to add cross-screen measurement and tools for tracking revenue later this year.

What Brands Need To Do
In this month alone, major social platforms including Facebook, Pinterest, and Snapchat have all forged partnerships with ad-tech companies for tracking offline attribution. So it makes perfect sense for comScore and xAd to come onboard and offer a great tool for brands with physical stores to gain some valuable insights on how their online campaigns are impacting store visits and use the learnings to inform future campaigns.

 

Source: AdWeek

Major Publishers Join Blis’ New Location-Based Programmatic Platform

Posted on by Lab Team

What Happened
London-based location data company Blis unveiled its private programmatic marketplace Blis Prime on Tuesday at the Cannes Lions Festival. Designed to help brand advertisers ensure their ads are geographically relevant to their audience, the new product will supply advertisers with performance data, measured by analytics firm Moat, to determine whether their ads are being served in the right places, at the right times, and viewed by real humans. Condé Nast, The Times, and Forbes are among launch partners for this programmatic platform.

What Brands Need To Do
Location-based ads are very useful for businesses to target local consumers with relevant messages and drive store visits. With more and more people consuming digital content on mobile devices, it is imperative that brands advertising on mobile take context into consideration as well. In that regard, brands may find it beneficial to explore this new platform and see how it can help boost ad effectiveness.

Location-based mobile advertising was also a hot topic we encountered at the Mobile World Congress earlier this year, which you can read more about here.

 

Source: AdWeek

 

Google Updates AdWords To Improve Location-Based Ad Products

Posted on by Lab Team

What Happened
Google has made some significant changes to its AdWords platform, beefing up its local search ad products. The search giant is bringing local search ads to Google Maps, allowing brands to surface their local search ads when a user searches for certain keywords in the Google Maps app or its web version. The company is also experimenting with a new ad unit called Promoted Pins (not to be confused with Pinterest’s ad product of the same name), which enables brands to put their logos on their store locations in Google Maps to make them easily identifiable among the generic map icons.

Besides these two major additions, Google also expanded the text preview of AdWords ads, enhanced ad image responsiveness, and tweaked its ad bidding process to allow advertisers to place bids for specific device types.

What Brands Need To Do
Altogether, these changes should make AdWords a more robust ad platform for brands. The two new additions to its local ads, in particular, should help retailers and quick-service restaurants drive more foot traffic to their stores. As Google remains a dominating force in the local search market, brands should be aware of the new products and changes Google unveils and take full advantage of them to reach consumers in moments that matter.

 

Source: TechCrunch

Mobile World Congress 2016: Buying Location-Based Mobile Ads By Keyword

Posted on by Lab Team

What Happened
The 2016 Mobile World Congress continues today in Barcelona, Spain, where several mobile ad tech vendors are promoting their tools capable of making the shift from online to real-world advertising. Among them, xAd‘s new ad-buying tool called MarketPlace seems particularly interesting, for it claims to make buying location-based mobile ads on a global scale as easy as buying a keyword-based search campaign.

The xAd MarketPlace is built off data from 100 million locations around the world the company has collected in recent years, each tagged with keywords – such as “fast food lovers,” “car dealerships,” or, more precisely, “KFC stores” and “BMW lots” – that reflect specific groups of places that marketers would want to target with mobile ads. Advertisers buying certain keywords will have their mobile ads served to consumers in all locations with those tags, targeting potential consumers by their behavior (where they are visiting) instead of demographics.

This innovative ad-buying tool currently powers ads in 70,000 apps reaching 300 million global users, according to xAd, and KFC, Starcom Mediavest Group, and iHeartMedia are among a handful of brands that have tested it.

What Brands Need To Do
For brands looking to reach a global audience based on interests and behavioral data, this new tool from xAd offers a streamlined platform to conduct a location-based campaign. The locations are tagged based on consumer interests, and showing up at those tagged locations definitely make those consumers desirable targets for brands to reach. As mobile ads continue to evolve, we anticipate more new ad buying tools like these to pop up and bridge the gap between mobile and real-world advertising.

 

Source: AdWeek

 

Header image courtesy of mluxurystyle.com

 

Clear Channel Introduces Mobile Outdoor Ad Platform

Posted on by Lab Team

Out-of-home ad company Clear Channel Outdoor is partnering with the New York-based ad tech firm Blue Bite, featured in our virtual lab, to bring its mobile ad platform “Connect” to 28 U.S. cities and Toronto, after a successful trial in some European markets. The platform aims to connect out-of-home advertisements with consumers’ smartphones by turning outdoor structures into digital interfaces using QR codes and near field communication (NFC) technology. It is also reported to be looking into more advanced location-based technology, such as beacons, to explore the largely uncharted territory of proximity-based advertising. As a first step, this is certainly a right step for the OOH ad seller towards a steady digital transformation.