Webinar: Rethinking Native Advertising for Mobile

Tapping the promise of mobile native advertising takes much more than applying lessons learned from online display. We know that native advertising, when done right, contextually blends ads and content, but mobile is a different beast. Mobile advertising thrives on real-world applications, and, with this as a lens, harmony must exist between mobile ads and the user’s physical environment.

Join Verve’s Vice President, Creative Director and Head of User Experience Joel Fisher for a 30-minute deep dive on new creative strategies to take advantage of mobile’s unique user experience.

CPG Brands Drive Sales With Location-Powered Mobile Ads [Infographic]

December 12, 2014 — CMO.com CPG is the fastest-growing category in location-powered advertising—the third largest location-powered advertising vertical—and is on track to continue its heavy spending in 2015.

Location-aware mobile advertising is a proven driver of measurable foot traffic to retail. It works best by blending first- and third-party data, location-informed audience targeting, and precise proximity targeting, to ensure CPG brand messages are served in and around a shopper’s real world path to purchase.

CPG_verve_Infographic 

Location-Based Mobile Ad Spending Rose 90 Percent In Q4

December 5, 2014 — GeoMarketing.com It’s been a week since we first took a look at Verve Mobile’s expectations for the impact of location-based advertising on Black Friday. We decided to follow up with Verve CRO James Smith to see how the geo-marketing platform’s predictions were holding up — and what a difference mobile is making this year in terms directing consumers in their offline purchases.

The big takeaway from Verve’s research, which included analysis of over 200 campaigns from a broad variety of consumer packaged goods categories, including household products, food and beverages, personal grooming, and pet food, was that CPG is the fastest growing area of location-based advertising.

Still, Verve’s findings indicate that, with 14 percent of CPG ads using location on their mobile ads, the category still has some catching up to do when compared with retail (which makes up 28 percent of location-based ad activity) and automotive (15 percent).

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Starcom Campaign Wins “Best Use of Mobile” at the CIMA Star Awards

Starcom’s mobile campaign for a prominent salon brand successfully drove foot traffic to salons with the first cohesive campaign using geo-fencing, mobile couponing, Apple Passbook and iBeacons, and won top honors at the Chicago Interactive Marketing Association (CIMA) Star Awards. The “Best of Mobile” award recognized companies exhibiting excellence and innovation within the mobile internet space and demonstrated how they leveraged the platform, as voted on by a panel of CIMA digital and interactive marketing professionals.

Dealer distribution models often can pose challenges for brand marketers. In the case of the shampoo brand, Starcom leveraged location-data to target hairdressers and salons where 97 percent of the shampoo brand’s product sales occur. The salon-centric brand needed an effective way to get more salon customers to start trying their salon-exclusive products.

The campaign leveraged Verve’s location-based ad technology, and geo-targeted ads were pushed to users within 25 feet of a number of salons. Consumers were engage with the option to add an exclusive offer through the iOS Passbook app, whereby beacons placed in the select salons triggered the Passbook offer to remind the customer of the opportunity at point of sale. Salons saw a 133 percent lift in coupon redemption for the brands products, and a two percent add-to-Passbook rate for their coupons.

Verve congratulates Starcom for the innovative campaign, and is thrilled to be able to help solve the salon brand’s unique marketing challenges by providing location-based marketing technology that helped drive foot traffic, which ultimately led to increased conversions and ROAS (return on ad spend) – as demonstrated by the tremendous spike in coupon redemption around salon brand’s campaign.

CPG Brands Enter The Geo-Marketing Moment

November 26, 2014 — GeoMarketing.com Holiday shoppers will emerge from their collective food hangovers on Black Friday, and most of their purchasing thoughts will be on big ticket gift ideas from electronics to home improvement. While the big box businesses and department stores are expected to use geo-data and beacons heavily this shopping season, once the holiday shopping dust settles,  various studies (such as this one about mobile moms) indicate that consumer packaged goods (CPGs) will be among the primary drivers of location-based ads.

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