Posterscope to introduce geo-targeted mobile advertising following partnership deal
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By Ben McCabe
3 February 2014
The agreement allows Posterscope OOH campaigns to gauge footfall more effectively
Posterscope has built on its mobile integration agreements with Proxama and EE, announcing that it has agreed a multi-country deal with advertising company xAd to incorporate geo-targeting and mobile tracking across its DOOH network.
The partnership will allow Posterscope to target customers in the vicinity of their OOH locations with contextually relevant mobile creative. Posterscope will also benefit from xAd's Store Visitation Lift measurement platform, which gives clients a more accurate picture of audience footfall.
"Mobile is a key strategic focus for Posterscope and we believe that our approach will help drive growth within both the mobile and OOH sectors," states James Davies, chief strategy officer at Posterscope. "Partnerships such as this further consolidate our own industry-leading position in convergent OOH solutions."
"We're looking forward to working with Posterscope in the UK, following our successful roll-out of the partnership in the US last year," adds Dipanshu Sharma, chief executive at xAd. "The UK partnership will enable us to continue our success together, delivering advanced, highly-integrated solutions on a truly global scale."
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