Instantly Partnerships Add Geolocation Features

Research and technology provider Instantly has announced partnerships with location-based mobile advertising specialist xAd and Vistar Media, which it says will expand its Ad Effectiveness offering.

Both xAd and Vistar Media use location data from mobile users to help marketers target promotions to drive on and off-line store traffic and sales. Instantly - until recently known as uSamp - already has a deal with Vistar to measure the effectiveness of ad campaigns across out-of-home (OoH) media.

Instantly Ad Effectiveness makes use of the firm's large panel of online and mobile consumers to measure the impact of campaigns across a range of media channels, including mobile, out-of-home and online ads. The partners can now evaluate different types of ads by consumer store visitation after exposure, and Instantly can follow up with survey options allowing clients to probe in areas like recall, impact, brand affinity and brand lift.

Instantly's Edan Portaro, EVP of Global Business Development and Mobile Innovation, says the broad spectrum of ads to which today's consumers are exposed makes measurement of their impact increasingly difficult, but says: 'we are solving this problem for brands and marketers through our unique application of mobile technology and the strength of our vast consumer panel.'

Michael Provenzano, co-founder and CEO of Vistar Media comments: 'Our clients want to understand the impact of cross-screen campaigns on their physical world KPIs; through our partnership with Instantly we are able to provide these valuable insights.'

Instantly is based in Los Angeles, with offices in the United States, Europe and Asia, and a home page at www.instant.ly . Its partners' web sites are at www.xad.com and www.vistarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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