Out-of-home (OOH) advertising firm Posterscope has entered into a multi-territory partnership with location-based ad firm, xAd.

xAd’s platform employs proprietary technologies to precisely pinpoint target audiences at pivotal moments during their day. xAd then facilitates the geo-targeted serving of display ads to mobile users who are in or near targeted OOH media locations. The combination of OOH with mobile display will allowsPosterscope to enhance consumer branding at optimal times and locations – and then engage consumers through contextually relevant ad messages that can now be delivered right to the palms of their consumers hands. xAd’s Store Visitation Lift (SVL) measurement solutions can track in-store visits following exposure to OOH and mobile advertising, enabling Posterscope to effectively close the loop.

Later this year, xAd and Posterscope intend to launch their real world retargeting initiative currently operational in the US. Rather than targeting users based on their current location and behaviours, this solution will allow the targeting of users based on their past visit behaviours. As a result, Posterscope will have the ability to identify users who have recently visited their OOH placements and then to re-target them throughout their day with behaviourally-triggered ads.

“Our partnership with xAd will help our planners and clients accelerate their understanding of how best to derive increased communications value by combining physical and mobile location based media in a highly accountable way,” said James Davies, chief strategy officer at Posterscope. “Mobile is a key strategic focus for Posterscope and we believe that our approach will help drive growth within both the mobile and OOH sectors.”