Solution Leverages xAd’s Proprietary Blueprints Technology and comScore’s Measurement Expertise to Determine How Mobile Ads on the xAd Network Drive Store Visitation
NEW YORK, June 22, 2016 – xAd, the global leader in location intelligence that drives sales, today announced that it has partnered with comScore (NASDAQ: SCOR), a global media measurement and analytics company, to provide its clients with a global measurement solution that links mobile campaign delivery to in-store visitation. comScore Location Lift in xAd, which uses comScore’s proprietary campaign validation and lift methodology alongside xAd’s Blueprints technology, will enable advertisers to measure the reach and frequency of their mobile campaigns and understand how campaign delivery influenced store visitation based on actual foot traffic into stores.
The location-based search and advertising market in the U.S. is expected to grow at a CAGR of nearly 40 percent from 2016-2020. 1 But in order to realize the true value of location intelligence, marketers must be able to measure its impact on sales. Measuring the correlation between mobile advertising and offline sales continues to be a frustrating challenge for marketers. This is concerning, as the vast majority of retail commerce (90%) happens in physical stores. 2 comScore Location Lift in xAd will address this industry need, allowing brands to measure the efficacy of location-based campaigns by understanding which consumers visited their stores as a result of specific ads.
“Accurate measurement tools are essential in helping brands understand how advertising impacts sales, particularly in the relatively new and fast-growing sector of location-based advertising,” said Shashi Seth [pictured], Chief Product Officer at xAd. “xAd’s goal is to help bring people to a better place through location intelligence—in this case, by finally providing marketers with a reliable store visitation metric. Collaborations like this one will help establish a new standard for offline measurement while helping to deliver more accurate and timely ROI metrics to advertisers and publishers alike, validated by the leading online measurement company in the world.”