xAd, the global leader in location intelligence that drives sales, has partnered with comScore, 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 to 2020. But in order to realize the true value of location intelligence, marketers must be able to measure its impact on sales. 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,” says 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,” says 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.”