Location services firm, Skyhook, announced that it has been selected by payment and commerce solutions provider, Verifone’s media divison to provide impact measurement tools for ad campaigns.
Skyhook provides location retargeting tools for Verifone
Using the Skyhook foot-traffic attribution solution, Verifone Media will be able to measure effectiveness of customer ad campaigns through real-world consumer movements.
Mobile ad spend is on target to reach $100bn in 2016 and ad networks have come under pressure to deliver better ROI. Because Verifone Media sells Pump Media ads through an installed network of screens, its measurements options have been more of a challenge.
Dan Trotzer, VP of Partner Development at Verifone Media, explains:
“We looked at other mobile attribution solutions, but none of them offered the level of accuracy and scale that our customers required. Skyhook’s solution will provide our customers with greater confidence in our Pump Media network by providing accurate measurement and new behavioral insights.”
In working with Skyhook, Verifone Media is able to provide figures on campaign reach, value and impact. Indeed, Skyhook location services can identify consumer’s exposed to Pump Media ad campaigns and measure their responses via foot-traffic.
Tapping into Skyhook Personas – audience segments derived from mobile device movements – Verifone clients will be able to extend their reach across the consumer journey through mobile retargeting campaigns.
David Bairstow, VP of product at Skyhook, adds:
“Ad attribution is a huge challenge that many in the industry are still trying to figure out. Verifone Media was looking for a way to connect at-the-pump ad content with the effect it had on its target audience. Now leveraging Skyhook’s location expertise, Verifone Media will be one of the earliest ad platforms to deliver on that ever-evasive promise of accurate attribution.”