John Costello, President of Global Marketing and Innovation at Dunkin Brands, and William Zerella, Chief Financial Officer of Fitbit, have joined xAd’s board of directors.
xAd is a leading location platform hat enables marketers to reach the right people based on the real places they visit every day.
Each month, xAd’s patented location platform helps marketers reach over 300 million people globally with the ability to reach users at nearly 100 million unique points of interest.
Quick international expansion and a first of its kind MarketPlace platform in Beta
As xAd expands its location marketing capabilities in APAC, the company also added new high-profile advisors in China, namely; Alvin Foo of Airwave and Christine Xu of McDonald’s. These appointments come at a time of significant momentum for xAd. The close of 2015 marked the third consecutive year where the company has doubled its revenue while remaining profitable. xAd has over 300 people working in 14 offices offices across 10 countries.
xAd unveiled last february MarketPlace, the fist self-service platform for the buying and selling locations, that enables marketers to leverage the power of real-time consumer intent just like they can do today for search, but for the physical world.
Users of MarketPlace can buy places like keywords, leveraging past trends and real-time behavioral data to make incredibly informed marketing decisions.
Now available just in limited beta, MarketPlace current beta partners include CCI (core Dentsu digital agency in Japan), Blue 449, iHeartMedia, KFC, OMD Worldwide, OUTFRONT Media and Universal McCann.
xAd said that further availability MarketPlace will be announced in the near future.
Two seasoned professionals from the mobile marketing and wearables fields
Costello joined Dunkin’ Brands in 2009 and has had global responsibility for advertising, marketing, digital, mobile and social, product development and retail channel development for both Dunkin’ Donuts and Baskin-Robbins. Additionally, Costello serves as the global chair of the Mobile Marketing Association (MMA) and has been named one of the most influential people in marketing by Advertising Age, AdWeek, ExecuRank and others.
At his 67years old he has decided to get retired in mid 2016 as announced by Dunkin Brands in late 2015.
William Zerella has served as CFO of Fitbit sinceJ une 2014. Prior to joining Fitbit, Zerella worked as Chief Financial Officer of Vocera Communications, Inc., a wireless healthcare communications company which he took public in 2012.
“xAd is the leader in location marketing and like Fitbit, xAd realizes that it is about more than the data, it’s about helping people apply the data to meet their needs,” explained William “Bill” Zerella, when asked what drew him to join the xAd board. He continued, “The proliferation of mobile devices and rise of mobility has changed human behavior and xAd has an exciting role to play in this space.”
Location-based marketing has become a strategic imperative for retailers to deliver the right message to the right person at the right time and xAd’s insights have enabled marketers to use real-time and past location data to influence consumer behavior,” said John Costello, President of Global Marketing and Innovation at Dunkin’ Brands. “xAd is creating new tools and technologies which allow marketers to leverage physical world behaviors like we have been doing with digital behaviors for years and I am delighted to join the xAd Board to remain at the forefront of using location insights to deliver more relevant, personalized messages in an effective and efficient manner.”
Image over the headline.- xAd logo (PRNewsFoto/xAd)
