Telling Signs: xAd Extends Global Reach and Revenue KPIs
This week, mobile location ad platform xAd put out yet another proof point of the legitimacy and growth of the mobile local opportunity — and of course, their part in it. The company announced it more than doubled revenue in 2013, reaching profitability and a $65M run rate.
This aligns well with BIA/Kelsey’s mobile ad revenue forecast, tracking growth in not only mobile ad spending but the growing share of that pie going to location based ad campaigns. xAd has taken a lead role among lots of innovative location based ad companies to drive this growth.
According to the release:
Mid-year, xAd launched the first panel-based mobile attribution model that tracks actual in-store visitations post mobile ad exposure, providing clients a way to effectively close the loop and provide a true measurement on campaign performance and ROI. On the heels of that release, xAd launched its real-world retargeting solution, which allows for the effective retargeting of mobile users based on past visitation behaviors. xAd’s proprietary mobile-location solutions, including its SmartLocation™, SmartAudience™ and SmartFencing™, continue to outperform industry standards, enabling advertisers to achieve campaign-specific goals focused on a variety of location types and audience segments.
In addition to its own milestones there’s been a fair share of industry education — needed on both publisher and advertiser ends of the mobile ad equation. This played out in xAd data reports, speaking gigs (including BIA/Kelsey shows), and even an MMA “Smartie” award.
Interestingly, xAd’s platform availability in UK and China make it the only mobile location ad platform operating on a global scale. Up next is Canada, Germany and China says the company. We’ll be watching eagerly to see what the international location based ad opportunity looks like.