comScore and xAd Partner to Provide Global Measurement Solution Linking Campaign Delivery to In-Store Visitation
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, 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.”
The solution will initially be available globally for mobile campaigns through xAd, and will be available at massive scale for desktop and television through comScore in the future, providing the invaluable cross-screen measurement and viewability that marketers need.
“We’re excited to help advertisers close the loop between ad exposure and in-store conversions through this new partnership,” said Duncan Trigg, SVP of Advertising at comScore. “comScore Location Lift in xAd will provide the cross-media comparable insights brands need to understand how they’re reaching their target audiences across screens, and whether those impressions converted into actual physical store visits.”
For more information about comScore Location Lift in xAd and the comScore/xAd partnership, visit: www.comscore.com/LiftinXAd
About xAd
xAd is the global leader in location intelligence that drives sales – unlocking opportunity in the 90% of retail transactions that are still completed offline. By leveraging a mobile device’s current or past location data, xAd can provide in-store visitation insights by market, brand and even by specific competitors. It is through this first party data and intelligence that xAd can interpret the most relevant moments to introduce a brand’s message, providing a more personalized and meaningful mobile ad experience to consumers while impacting the point of decision – driving in-store foot traffic and sales. Each month, xAd’s patented location solutions help marketers reach unprecedented scale with access to over 500 billion meaningful mobile moments, 325 million people at nearly 100 million unique places and points of interest globally. With xAd, marketers can finally close the gap between online activities and offline sales. Learn more: www.xad.com.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. For more information on comScore, please visit comscore.com.
1 Source : Technavio Report: Location-based Search and Advertising Market in the U.S., 2016-2020
2 Source : US Department of Commerce Report: Quarterly Retail e-Commerce Sales, Q1 2016
