Listen Up: Foursquare and Pandora Partner to Measure Real World Impact of Internet Radio Ads
Foursquare and Pandora are joining forces to bring offline measurement with Attribution by Foursquare to Pandora’s expansive suite of digital and streaming ads including audio, display, video, native ads and branded stations.
When we launched Attribution by Foursquare just over a year ago, we set out to bring Foursquare’s world-class location intelligence to the offline measurement space, allowing marketers to finally understand how effectively digital ad campaigns drive foot traffic into brick-and-mortar locations.
Leveraging first party data from our consumer apps and places database that is relied upon by over 100,000 developers — including tech giants such as Samsung, Apple, Reddit and Twitter — we quickly signed on major advertisers, publishers and programmatic platforms. We’re proud to now add the world’s most powerful music discovery platform to that esteemed list.
With this new preferred partnership in place, Pandora’s roster of leading national advertisers are measuring and analyzing how ads running across Pandora’s ecosystem drive consumers into their locations.
Attribution by Foursquare equips advertisers with insights including visits to stores, incremental visits, lift for a campaign, return on ad spend, incremental revenue, impressions and devices reached, as well as audience insights such as geography, age group, gender, customer loyalty and category, chain and taste affinities. All data is rooted in Foursquare’s growing foot traffic panel that currently measures anonymized, aggregated trends for over 2.5 million people. Attribution by Foursquare is the largest, non-incentivized always-on foot traffic panel available to advertisers.
Subway and Mohegan Sun have already run campaigns, leveraging Attribution by Foursquare to measure foot traffic impact. To date, we have already allowed over 20 advertisers to run a combined one billion impressions while measuring foot traffic lift. By integrating Attribution by Foursquare, Pandora has been able to demonstrate to brands advertising on the platform that their ads have the potential to drive as much as 7.5% incremental visits to store locations. And we’re just getting started.
Noted Keri Degroote, VP of Research and Analytics at Pandora: “Pandora has always provided rigorous data insights and strong ROI for advertisers, collecting over one billion signals from our 100% logged in 84 million user base — who they are, what they do and how they listen on Pandora. By pairing our suite of innovative advertising solutions with Foursquare’s best-in-class Attribution by Foursquare platform to deliver offline measurement for all ads, brands can now get a deep and constantly refreshed understanding of how campaigns are driving results in the real world.”
Want to learn more about how your brand, publishing platform or programmatic solution can leverage Attribution by Foursquare for leading offline measurement rooted in the best location technology available? Contact us at ads@foursquare.com or visit https://enterprise.foursquare.com/.
