BOSTON -- The media division of Verifone has selected location services company Skyhook to measure the affect of at-the-pump advertising campaigns. Using Skyhook’s new foot-traffic attribution solution, Verifone Media can measure the effectiveness of customers’ advertising using real-world consumer movements through time and space.
Unlike traditional mobile advertising on connected devices such as smartphones, Verifone Media sells its Pump Media platform advertising through an installed network of screens at gasoline dispensers. With this approach, measuring the impact of brand campaigns has been a challenge, the company said, as there has been no way to correlate ads delivered with unique viewers.
By working with Skyhook, Verifone Media can now prove campaign reach, value and impact, the company said. Skyhook’s location services identify people exposed to ad campaigns at Pump Media sites and then measure consumers’ response via foot traffic. In a recent tier-one retailer campaign, Verifone Media determined that consumers exposed to the Pump Media ads visited the client’s retail locations more than twice as much as a control group, it said.
Using Skyhook’s Personas—audience segments derived from mobile-device movements—Verifone Media can now extend its reach along the consumer journey by offering mobile retargeting to the consumers who viewed an ad at the pump.
“Skyhook’s solution will provide our customers with greater confidence in our Pump Media network by providing accurate measurement and new behavioral insights,” said Dan Trotzer, vice president of partner development for Verifone Media.
“Ad attribution is a huge challenge that many in the industry are still trying to figure out,” said David Bairstow, vice president of product for Skyhook. “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.”
Boston-based Skyhook powers location requests and location-based context requests around the world for adtech, publishers, devices, apps, wearables, media, mobile-device management, digital-rights management, device recovery and more. It is a wholly owned subsidiary of Liberty Broadband Corp.
Verifone Media, a division of San Jose, Calif.-based Verifone, is an out-of-home media network with more than 128,000 digital screens across 194 designated market areas (DMAs), providing programming content and advertising in gas pumps, convenience stores and taxis. It delivers more than 329 million digital impressions and more than 2 billion traditional impressions across its three media platforms, reaching on-the-go target consumers on the path to purchase, driving brand awareness and purchase intent.