Tag: xAd

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

xAd Unveils New Platform To Help Stores Gain Insights On Foot Traffic

Posted on by Lab Team

What Happened
On Wednesday, xAd, a New York-based mobile ad tech company, unveiled MarketPlace Discovery, a new location intelligence platform that tracks foot traffic to brick-and-mortar stores. Powered by the anonymized foot traffic data that xAd collects from its network of over a hundred thousand mobile apps and its proprietary Blueprints technology that charts the geo-boundaries of nearly a hundred million store locations, this platform enables brick-and-mortar businesses, especially retailers and chain restaurants, to see not only the foot traffic pattern of their own stores, but also that of their competitors. Users will also be able to see where their customers were prior to their store visit, helping them better understand the consumer journey and geographic distribution. The platform, currently in beta, is free to use and available to the public with a “more comprehensive version” planned for launch later this year.

What Brands Need To Do
The advances in smartphone adoption and location-based mobile ad tech have enabled brick-and-mortar stores to track the volume and sources of their visitors, just like what a digital shop can do with Google Analytics, in order to better understand customer behavior. This new location intelligence platform from xAd can be a great tool for brands with physical stores to gain some valuable insights on a number of things, such as how they measure up to their competitors in terms of store visits, how they can better serve their customers by anticipating the ebb and flow of store traffic, and where they should target their outdoor campaigns based on where customers are coming from.

 

Source: StreetFight

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

 

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