Verve Mobile Extends Cross-Platform Location-Based Audience Targeting

Verve Mobile, the leader in location-based mobile advertising, today unveiled a revolutionary cross-platform audience targeting solution that allows advertisers to reach consumers throughout the consumer journey and on multiple screens: from their smartphones and on digital out-of-home screens when they are out and about in the real world, to their tablets and PCs when they are at home or at work.

New York, NY (PRWEB) December 03, 2013

Revolutionary Cross-Device Targeting Technology Allows Advertisers to Reach Verve Audiences Throughout the Consumer Journey

Verve Mobile, the leader in location-based mobile advertising, today unveiled a revolutionary cross-platform audience targeting solution that allows advertisers to reach consumers throughout the consumer journey and on multiple screens: from their smartphones and on digital out-of-home screens when they are out and about in the real world, to their tablets and PCs when they are at home or at work.

Following its announcement last month of its new capability to reach Verve audiences via location-based digital out-of-home*, Verve now introduces a unique device matching technology, which allows marketers to also reach the same consumer on PCs and tablets. This powerful cross-platform solution is powered by Verve’s proprietary data and technology combining data from the same consumer’s desktop, mobile and tablet devices.

Verve pioneered the development of scaleable audience segments based on mobile location data observed over time. These ‘longitudinal models’ of mobile users can be more insightful into user intent, demographics, behavioral, transactional or psychographic dimensions than the cookie-based attributes and profiles developed in the first generation of digital advertising online.

“Effective location based advertising is much more than looking at a single device’s current location and placing that device’s owner into a pre-defined bucket.” said James Smith, Verve’s CRO. “Effective location advertising is about understanding consumer behavior in the physical world and also across their many devices.”

For example, now a brand advertiser who wants to reach a specific target audience – affluent, stay-at home women with children, for example -- can work with Verve to reach those women on their smartphones while planning shopping, on digital out-of-home screens while in the mall, and at home when they are on their PCs planning their week. Verve’s audience platform identifies members of a particular audience segment by observing mobile device locations over time. A device observed at a Whole Foods on a weekday morning, at a soccerplex on a Saturday morning, and at a nearby suburban mall on a weekday afternoon is likely owned by a member of the target audience segment. Other data, such as the demographics of the neighborhood in which the device is observed or the types of retailers in the mall, might also inform the segmentation.

“We’ve taken mobile location targeting beyond simply finding a marketer’s target audience on mobile,” said Tom MacIsaac, CEO of Verve. “We recognize consumers use different devices at different times of day and at different places, and we can now make sense of that usage data and help advertisers reach their desired audience wherever they may be.”

Verve's unique system uses four primary signals -- location information, IP address, anonymous mobile advertising IDs and anonymous cookies -- to connect all of the many devices a consumer uses throughout the day. The fully anonymized algorithmic procedures do not use any personally identifiable information (PII), device-level information or fingerprinting.

In addition, Verve uses this model and the scale of its network to offer the broadest data integration product suite in the mobile location-based advertising industry, allowing Verve to overlay its proprietary location data targeting products with third party or CRM data. Verve’s has over a dozen data partners spanning targeting, attribution and CRM integrations.

  • Verve announced its partnership with leading location-based Digital Out-of-Home provider Vistar Media on October 30th, providing location based mobile and digital out-of-home to better target the same audience while they are on their consumer journey.

About Verve
Verve Mobile is the leader in location-based mobile advertising. Verve's customers are national brand advertisers who want to engage consumers on their mobile devices with location-aware, data-driven and highly targeted marketing. We also serve premium publishers across the nation, delivering the platforms and services they need to power and monetize their mobile properties. The Verve location powered technology platform and the proprietary data it generates are revolutionizing mobile media and advertising. Verve has offices in New York, NY, Chicago, Washington DC and San Diego, CA.


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