Mobile location data and intelligence firm Location Sciences has announced a contract with Vicinity Media, Africa’s first premium location-based ad network.
The partnership will see Vicinity run verification on all its location impressions.
Vicinity Media initially implemented Verify, Location Sciences’ proprietary location verification platform, to carry out an independent audit of its location data. An analysis of over 20 campaigns between March and July revealed Vicinity Media’s clients – including Nando’s – are benefitting from near perfect scores on quality and accuracy.
To maintain this standard and provide full transparency to brands over the use of location data in their targeted advertising campaigns, Verify will now be “always-on” for Vicinity Media’s clients.
Mark Slade, CEO of Location Sciences, said: “Our recent report found that on average up to 65% of spend is wasted on poor quality and mistargeted location impressions. As one of the suppliers which is doing an excellent job, Vicinity Media jumped at the opportunity to have its tech audited. It’s actually easy to score well in a one-off audit, but Vicinity scored brilliantly time after time. They are obsessed with getting location right and are achieving standout scores.”
Neil Clarence, COO of Vicinity Media, commented: “We welcome full transparency on all analytics, viewability and now location accuracy. We’ve included Location Sciences in all our campaigns so that our clients can have an independent reassurance that they’re getting what they pay for. High-quality location ensures performance and ROI.”
Ashleigh Kerr, Digital Marketing Manager at Nando’s commented: “We want to make sure that every advert we deliver is relevant to our customers, and we’re delighted to work with a partner that takes accuracy so seriously. All marketers and agencies should expect and demand this independent kitemark.”