UberMedia Releases Cross-Media Location Visit Measurement (xLVR)
UberMedia, a cross-screen mobile insights, advertising, and measurement platform, today launched a mobile attribution measurement product that enables marketers to assess how well their cross-channel media investments are driving real-world foot traffic.
Cross-Media Location Visit Measurement (xLVR) links cross-channel digital advertising to large-scale mobile behavioral data and real-world locations, giving marketers insights into which media partners are driving incremental retail foot traffic, cross-shopping analysis, insight into the shopper path-to-purchase, and transparency into their location return on investment and market share gains and losses.
UberMedia's xLVR uses mobile behavioral data to accurately measure which digital media channels (desktop display ads, video, mobile, social, search, etc.) and specific publishers are providing marketers with the most incremental lift to their retail locations, with actionable insights into consumer shopping habits.
"While mobile marketing continues a path toward explosive growth, investing against specific real-world business objectives remains a driving challenge for many marketers," said Michael Hayes, chief revenue officer and chief marketing officer atUberMedia, in a statement. "xLVR is truly a game-changer. Instead of measuring media outcomes like ad impressions, clicks, or rating points, savvy marketers can now measure cross-channel business outcomes and optimize their digital media mix to retail foot traffic."
"Mobile location data is the connective tissue to understanding the link between advertising and real-world business outcomes," Hayes added. "Location visits will be the next big KPI, and xLVR allows marketers to track across their entire media spend as the true indicator of their location return on investment."
To map cross-channel ad delivery to location visits, UberMedia has pioneered several patent-pending technology and data methodologies. The fully integrated platform uses sophisticated data science and multilevel machine learning to analyze billions of location and behavioral data points per day.