“We started with the ideal, the ‘holy grail’ of mobile advertising, and worked with retailers and CPG co’s to make it happen.” - Tom MacIsaac, CEO, Verve Mobile.
New York, NY (PRWEB) February 10, 2014
Verve Mobile, the leader in location-based mobile advertising, today announced a new mobile advertising solution that leverages Verve’s unique location-based mobile ad targeting platform and its proprietary rich media creative suite along with Apple Inc.’s Passbook and iBeacon technologies, revealing the first-ever end-to end solution for retailers that combines location based mobile advertising and in-store technologies.
With this new solution, Verve offers marketers a full range of tools that enhance their ability to see which offers and creative executions are most effective at driving foot traffic and sales.
“We started with the ideal, the ‘holy grail’ of mobile advertising – to show a consumer an ad targeted to their location and context, invite the consumer to engage with the ad through a special offer, have the consumer engage with the offer and save it to their device and then re-engage with the consumer when they are in-store -- and worked with retailers and CPG co’s to make it happen,” said Tom MacIsaac, CEO of Verve Mobile. “It required deep integration between our ad tech and creative platforms and the native capabilities Apple has built into iOS through Passbook and iBeacon. We have even procured the Beacons for our clients to help them prove out the potential of this end-to-end solution.”
Apple, Inc.’s Passbook is a pre-installed application on iPhones that allows users to save marketing messages, coupons, store cards, and other items in a “virtual wallet”. Apple’s iBeacon technology works with Bluetooth Low Energy devices (‘Beacons’) that enable iOS devices to react with a marketing message in close proximity.
For example, on behalf of a major national CPG manufacturer and in coordination with its retail partners, Verve is targeting specific users who, based on their location and context, are optimal recipients for the CPG brand message and the specific offer in a ‘drive to retail’ campaign. Consumers engaging with the ad have the option of saving the offer to Passbook. At retail, the offer is re-activated via Verve-supplied iBeacons. The solution then provides engagement, location and other analytics back to the Verve ad server.
Additionally for marketers, this solution enhances the already significant utility of Verve’s proprietary “Foot Traffic Index” a method of measuring the amount of lift in foot traffic attributable to a specific campaign. In combining Bluetooth LE beacon technology with device location observations, Verve is extending FTI’s usefulness to scenarios where location data are unavailable or imprecise, for example, indoor shopping malls or multi-story retail environments. Verve’s unique combination of device location and beacon proximity intelligence makes FTI a much more effective tool for gauging a campaign’s performance in more challenging and densely populated retail locations.
Marketers working with Verve on this new solution may either deploy low-cost beacons supplied by Verve specifically for the campaign or leverage existing beacon programs.
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.