Foursquare, Pandora Partner To Measure Impact Of Digital Radio Ads

Foursquare and Pandora on Wednesday said they’re partnering to bring offline measurement using Attribution by Foursquare to Pandora’s suite of digital and streaming ads including audio, display, video, native ads, and branded stations. 

Subway and Mohegan Sun are among the advertisers already using the tool to measure and analyze how ads running across Pandora’s platform drive consumers into their locations.

In a blog post, Peter Krasniqi, VP, Global Sales Strategy & Operations at Foursquare, said that Attribution by Foursquare, which the company launched a little more than a year ago, aims to bring location intelligence to the offline measurement space.  It uses first-party data from Foursquare’s consumer apps and places database to enable marketers to understand how digital ad campaigns drive foot traffic into physical locations.

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Krasniqi wrote: “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.”

The post also said that Pandora advertisers that have integrated Attribution by Foursquare have the potential to drive as many as 7.5% incremental visits to store locations.

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