xAd Report Reveals Location Has Become the Most Accurate and Critical Indicator of Audience in Mobile Advertising

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Mobile Advertising Campaigns Using Audience Targeting Performed 14 Percent Above Industry Standards

“As we evaluate new mobile tools, we found xAd’s platform allows us to identify and track key audiences over time to get a fuller picture of their behavior and preferences,” said Jim Gibbons, president and CEO of Goodwill Industries International.

xAd, a leading global location ad platform, today released its quarterly report, Mobile Location Insights Q1 2014, focused on mobile advertising trends in the first quarter of this year. The report underscores the importance of using accurate location data in mobile advertising campaigns to pinpoint and reach target audiences, as consumers increasingly spend more time on mobile devices both at home and on the go.

By combining local consumer visitation behaviors and demographic cues, marketers can understand the full context of an audience—who they are, where they’ve been, and where they’re going. In addition to signaling a user’s location at the exact moment advertisers are trying to reach them, location also acts as a real-world cookie, recording past visitation patterns. This can be an even more powerful way to define an audience than online cookies, as a location visit can indicate stronger intent than a website visit. Advertisers can then re-target these hyper-defined audiences based on location profiles as they move throughout their days.

According to the report, nearly one in three mobile advertising campaigns leveraged location as an indicator of audience in Q1, and those campaigns performed 14 percent above industry standards. xAd expects the use of location data to grow significantly over the next few years, as marketers gain a greater understanding of mobile’s impact in not only driving online behaviors, but offline behaviors as well.

In Q1 of 2014, Goodwill Industries® partnered with xAd to raise awareness around physical Goodwill locations to encourage donations and support Goodwill’s mission of helping people find jobs. Campaign success was measured by tracking the number of users who saw an ad and then actually visited a Goodwill store or donation center. Using xAd’s SmartAudience™ technology, which targets consumers most likely to respond to an ad based on behaviors and demographics that occur in specific locations, Goodwill successfully inspired its target audience to visit nearby Goodwill locations. Overall, the campaign increased location visitation by more than 40 percent, driving an additional 13,000 consumers into Goodwill locations during the campaign timeframe and over-performed with the target audience by 60 percent.

“As we evaluate new mobile tools, we found xAd’s platform allows us to identify and track key audiences over time to get a fuller picture of their behavior and preferences,” said Jim Gibbons, president and CEO of Goodwill Industries International. “Messaging these audiences at the right time and place strengthens our efforts and allows us to identify the people most likely to donate.”

To download the full Mobile Location Insights Q1 2014 Report, please visit: http://info.xad.com/2014-q1-report.

About xAd
xAd helps brands harness the power of accurate location data to produce measurable results from mobile advertising. Through award-winning location technology that is precise, measurable and scalable, xAd’s platform pinpoints target audiences by neighborhood, across the country and around the globe at pivotal moments during the consumers’ path-to-purchase. xAd’s platform drives results powered by search-enhanced targeting, ultimately yielding unparalleled performance. Founded in 2009, xAd serves more than 1.5 million national and local advertisers, while managing more than 40 billion location-verified ad requests monthly. Connect with xAd at http://www.xad.com, Facebook, Twitter and LinkedIn.

About Goodwill Industries International
Goodwill Industries International is a network of 165 community-based agencies in the United States and Canada, with a presence in 14 other countries. Goodwill is one of America’s top 25 most inspiring companies (Forbes 2013). Goodwill agencies are innovative and sustainable social enterprises that fund job training programs, employment placement services and other community-based programs by selling donated clothing and household items in more than 2,900 stores and online at shopgoodwill.com®. Local Goodwill agencies also build revenue and create jobs by contracting with businesses and government to provide a wide range of commercial services, including packaging and assembly, food service preparation, and document imaging and shredding. Last year, more than 9.8 million people in the United States and Canada benefited from Goodwill’s career services. Goodwill channels 83 percent of its revenue directly into its programs and services. Visit Goodwill online at http://www.goodwill.org, Facebook.com/goodwillintl and Twitter.com/goodwillintl and @GoodwillCapHill.

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Monica Ho
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