Placed is launching its Attribution tool through xAd, a mobile location-based ad platform that will incorporate Placed’s offline attribution reports into campaigns for its clients. In addition to its partnership with Placed, xAd offers its own set of location-based tools such as the ability to target mobile users through “geo-conquests.”
Aimed at consumers who visit a brand’s competitors, xAd “looks for ad requests from mobile devices and we note the lat/long data of the requestor,” explained xAd VP of marketing Monica Ho. “We’ll map those lat/longs to a specific area and see which businesses are in that area. If a client’s competitor is in the area, they can tell us that they want to serve a specific ad or store location data to people who show some kind of intent to visit their type of business.”
This approach, Ho argued, takes geo-fencing to another level by adding an extra layer of targeting so that instead of automatically serving an ad to anyone who comes within a certain range, brands can direct their ads at consumers who are searching on their phone for a certain business or have a history of visiting their competitors.
As an example, Ho pointed to Outback Steakhouse, which set up a five-mile “SmartFence” around nearby restaurants. Outback declined to comment on its use of the tool, but according to xAd, the company saw an 11% lift in conversion actions when it showed the location of its nearest restaurant to customers who crossed into the targeted area or performed a search for similar restaurants.
“This approach offers a huge potential for finding people who show intent or interest [in visiting your business],”maintained Ho, who added that xAd holds on to consumers’ mobile use data for about six months. “This extends a brand’s reach outside of their own locations and allows them to make their ads so much more relevant.”