Consumers are spending more time on their smartphones and CPG brands are increasingly investing in location-based mobile advertising to drive in-store foot traffic. With this in mind, we analyzed device-specific purchase data from over 200 location-based mobile ad campaigns to uncover real-world behavioral, transactional and demographic insights. Dive in to learn how beacon technology can influence in-store behavior; how regionally customized data feeds can enhance ad relevancy and how household-level matching data can boost any CPG campaign.
Verve, the leader in location-based mobile advertising, today published its “State of the Market: Deep Dive on Auto” report. The report highlights the rapid growth, diversity and effectiveness of location-based mobile advertising campaigns across all auto marketing tiers and objectives – tiers include National (1), Regional Dealer Groups (2) and Local Dealers (3).
As the fourth report in Verve’s “State of the Market” series, the “State of the Auto Market” delves into trends from 125 location-based auto marketing campaigns that ran across Verve’s platform. It highlights an increased use of location-powered targeting tactics: a mainstay for Tier 2 marketers. Noteworthy is the fact that that Tier 1 advertisers have also embraced location advertising with the amount of Tier 1 campaigns at 22% of all location-based auto campaigns leveraging such tactic in 2014 to date, versus only 5% YAG.
The new report is the third in Verve’s series of State of the Market studies, and goes into great detail on how location-based mobile advertising is driving consumers that last mile into brick-and-mortar stores and reveals why quality location data from smartphones are heavily influencing consumers’ path to purchase thus transforming the way retailers communicate with shoppers. Specifically, across all retail campaigns, quality of location data drives performance by as much as 4-to-1. The findings in this report are based on data from more than 1,500 mobile advertising campaigns delivered by the Verve Mobile platform in the retail category.