Foursquare to help Pandora with real-world advertising impact analysis

Foursquare announced that it has entered a partnership with Pandora for an effort to measure the real world impact of radio advertisements. The center of the agreement is Attribution by Foursquare, which applies the company’s location intelligence to offline measurements. This tool will help Pandora for Brands clients to understand the impact of digital ad campaigns on visits to brick-and-mortar stores.

Pandora’s advertisers will be able to use Attribution by Foursquare to measure and analyze ad performance. Available insights include 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 tool can be used on Pandora’s audio, display, video, native ads, and branded stations.

“Pandora has always provided rigorous data insights and strong ROI for advertisers, collecting over one billion signals from our 100% logged in 84 million user base — who they are, what they do and how they listen on Pandora,” said Keri Degroote, Pandora’s vice president of research and analytics. “By pairing our suite of innovative advertising solutions with Foursquare’s best-in-class Attribution by Foursquare platform to deliver offline measurement for all ads, brands can now get a deep and constantly refreshed understanding of how campaigns are driving results in the real world.”

Anna Washenko