xAd and Posterscope Launch OOH Mobile Re-Targeting

Mobile advertising platform xAd and out-of-home (OOH) comms agency Posterscope have partnered to launch a new 'converged media' capability, which they say will enable the retargeting of consumers who have seen specific OOH ads with relevant mobile communications.

The partnership uses xAd's existing 'SmartFencing' targeting technology to identify users who have recently been exposed to Posterscope's ad placements on billboards, and then re-targets them with behaviourally triggered mobile ads. xAd's Store Visitation Lift (SVL) measurement product then tracks actual in-store visits that occur after OOH exposure and re-targeting, to measure campaign performance and ROI.

Those who fit a specific buyer profile can also be targeted to receive relevant follow-up ads, offers or incentives through their mobile phones.

Ray Rotolo, COO of Posterscope, says the tool enables firms to identify prospects based on their real-world behaviors and intent, rather than abstract audience and/or demographic profiles. 'By understanding the needs and movements of these consumers - who already have the brand top of mind through interactions with OOH - mobile ads can be optimized and delivered at the precise right place and time,' he adds.

Web sites: www.xad.com and www.posterscope.com .