xAd has launched a new ad exchange platform that lets brands see real-world footfall in-store and across their high street competitors, breaking the barrier between online and offline by using location data. Integrating with over 70,000 apps, Marketplace tracks100 million unique points of interest (geo-coded blueprint boundaries) around the world. Avaialable in limited bete, current […]
xAd has launched a new ad exchange platform that lets brands see real-world footfall in-store and across their high street competitors, breaking the barrier between online and offline by using location data.
Integrating with over 70,000 apps, Marketplace tracks100 million unique points of interest (geo-coded blueprint boundaries) around the world.
Avaialable in limited bete, current MarketPlace beta partners include CCI (core Dentsu digital agency in Japan), Blue449, iHeartMedia, KFC, OMD Worldwide, Outfront Media and Universal McCann.
Recently, KFC worked with xAd to target consumers to identify and reach the relevant target audience for the brand.
KFC has used mobile location technology to tempt consumers into its restaurants and away from competitors in a campaign to promote its new burrito food range.
The fast food brand used the technology to drive nearby consumers into KFC stores through proximity targeting and conquest ads at competitor locations.
As a first adopter of MarketPlace, Jack Foley, digital brand manager at KFC, explained: “Through our ongoing partnership with Blue449 and xAd, we’ve been able to leverage the most accurate location data to reach our target demographics in the most critical moments of intent. The continued growth of mobile will only increase the importance of location data and our need to leverage it in the most strategic way possible. MarketPlace has the potential to help us do this through providing a more granular view into real-time consumer behavior, then allowing us to act on that behavior within one platform.”
Joshua Lowcock, EVP, head of digital, US, at McCann Worldwide, another MarketPlace first adopter, said: “One of the most critical challenges in engaging with a potential customer is having the scale to reach that individual wherever they may be, while remaining agile enough to create a personalized, relevant, in-the-moment interaction. Unlike search and social, MarketPlace’s location data paints a picture of the here and now, allowing us to flex with our target audience.”
www.xad.com/marketplace
