xAd and Telmetrics Unveil Plans for 2nd Mobile Path-to-Purchase Study Conducted by Nielsen

U.S. Study to Include New Vertical Categories; Addition of New U.K. Study Announced


NEW YORK, TORONTO February 11, 2013 xAd, a leading mobile-local advertising network and Telmetrics, the top mobile call measurement provider, today announced plans for the 2nd U.S. Mobile Path-to-Purchase research study, conducted by Nielsen, with an expansion of an additional study into the United Kingdom (U.K.).

“We are proud to partner again with xAd to provide comprehensive research on mobile consumers’ rapidly evolving purchase motivations and behaviors in finding local products and services,” said Bill Dinan, president, Telmetrics. “Recognizing the global importance of analyzing mobile trends and monetization strategies, we selected the U.K. market to expand the study globally based on the region’s high mobile adoption rates and a growing mobile ad marketplace.”

With input this year from leading national brands, the study measures not only what consumers report they are doing via mobile devices but also their actual preferences and behaviors. The U.S. Mobile-Path-to-Purchase study will include four releases of specific market findings for the Retail, Gas/Convenience, Insurance and Banking/Finance categories. Overall results are set to be released beginning in April with category-specific findings released throughout the remainder of 2013.

“The findings by specific industry vertical are essential in helping national brand marketers understand how mobile fits into their overall media and marketing plans, as we have found that broad stroke mobile strategies do not work for all categories,” said Monica Ho, vice president of marketing, xAd, Inc. “Each specific vertical report will provide marketers with in-depth insights for unlocking mobile’s potential for reaching and engaging specific mobile audiences.“

The U.K. Mobile Path-to-Purchase study will include overall findings as well as waves of results for the Travel, Restaurants and Automotive categories. Cross-category results will be released in March, with subsequent category findings announced throughout the year.

Results from the U.S. study are based on data from an online survey of 2,000 U.S. smartphone and tablet users and actual observed consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users. The U.K. study results are formed from online survey responses from 1,500 U.K. smartphone and tablet user respondents plus actual observed consumer behaviors from Nielsen’s U.K. Smartphone Analytics Panel of 2,000 Android users.

About xAd

Since 2009, xAd has grown to become one of the largest mobile-local advertising networks in the U.S. and the only one offering the ability to target mobile audiences using a combination of location signal and search context, leading to performance that is 3 to 5 times above the industry average. Across its network, xAd aggregates and manages the largest network of location verified mobile inventory in the industry,  resulting in billions of location-specific ad impressions per month and over one million national and local advertisers. xAd is based in New York City with several satellite offices across the U.S. and internationally. For more information, visit xAd.com.

About Telmetrics, Inc.

For more than 20 years, Telmetrics has been the call measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and across Europe, track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America and Europe. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit Telmetrics.com.

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