What’s new? Turns out the media division of Verifone, a world leader in payment and commerce solutions, will use Skyhook’s new foot-traffic attribution solution to measure the effectiveness of their customers’ advertising.
“With experts forecasting mobile ad spend to reach $100 billion this year, ad networks, brands and agencies are under more pressure to deliver strong ROI,” reads a provided media statement. “Unlike traditional mobile advertising on connected devices such as smartphones, Verifone Media sells Pump Media advertising through an installed network of screens at gas pumps. With this approach, measuring the impact of brand campaigns has been a challenge, as there was previously no way to correlate ads delivered with unique viewers.”
The pact with Skyhook means that Verifone Media should now able to prove campaign reach, value, and impact. Skyhook’s location services accurately identify people exposed to ad campaigns at Pump Media sites and then measure consumers’ response via foot-traffic.
“We looked at other mobile attribution solutions, but none of them offered the level of accuracy and scale that our customers required,” said Dan Trotzer, the VP of Partner Development at Verifone Media. “Skyhook’s solution will provide our customers with greater confidence in our Pump Media network by providing accurate measurement and new behavioral insights.”
Want to know more? Additional details are available here.