Verve Hires Dr. Mark Ollila to Drive Continued Innovation in Mobile Location Advertising

Mobile veteran to expand Verve’s innovation pipeline and develop market-leading product offerings that fuse the best in hardware, software, services and consumer experiences

NEW YORK, NY – January 4, 2016 – Verve Mobile, the leader in location-based mobile advertising, today announced the appointment of Dr. Mark Ollila to the position of general manager and chief of staff of Verve’s innovation and new products group. In this role, Ollila will work closely with Verve’s president and chief innovation officer, Tom Kenney, to grow the company’s world-class innovation team focused on advancing the evolution of mobile location advertising.

Prior to this, Ollila was at Nokia where he held a variety of senior roles, including leading the smart devices long term roadmap and innovation portfolio. He played an integral role in the development and roll-out of Nokia’s services, ranging from games, app stores, photo and video sharing and new publisher intake tools, with global reach in the hundreds of millions of handsets. Ollila was also a core member of the deal team between Nokia and Microsoft in the strategic agreement in 2011 managing product requirements. During Ollila’s tenure, he delivered many first-of-their-kind, industry-winning services and solutions, and, most recently, was responsible for complementary products in connected devices. [Read more…]

IdeaMensch Interview: Tom Kenney – President and CIO of Verve Mobile

A version of this article was published on the IdeaMensch website on November 16, 2015. 

“Run often. Literally — go running. Entrepreneurs absolutely need to work out and reduce stress. Plus, you get a lot of great ideas once the endorphins kick in.

As president and chief innovation officer of Verve Mobile, Tom Kenney is responsible for identifying new growth opportunities for the mobile marketing platform.

A pioneer in the mobile location space, Tom was an early employee of startup wireless carrier GO Communications, a spinoff of MCI, as well as a venture capitalist with BlueRun Ventures (formerly known as Nokia Venture Partners). During his time at BRV, Tom was a contributing principal on many investments such as PayPal, eVoice, Lightningcast, and MongoMusic. The businesses were sold to eBay, j2 Global, AOL, and Microsoft, respectively. He also served as director of corporate development at Nokia, where he was responsible for mergers and acquisitions at the height of the company’s growth.

Tom is a graduate of The University of Texas at Austin’s McCombs School of Business and holds an MBA from George Mason University’s School of Management.

[Read more…]

IdeaMensch Interview: Nada Stirratt – CEO of Verve Mobile

A version of this article was published on the IdeaMensch website on November 11, 2015. 

Nada Stirratt is chief executive officer of Verve Mobile. A veteran of the advertising technology industry, Nada joins Verve Mobile from Acxiom where she served as the company’s first chief revenue officer. In this role, she led a global team of more than 3,500 associates responsible for the company’s sales, operations, consulting, and analytics practice and delivery.

Prior to Acxiom, Nada served as chief revenue officer of Myspace where she played an integral role in the social network’s sale to Specific Media in 2011. And before Myspace, Nada was executive vice president of digital advertising at Viacom where she oversaw advertising sales, strategy, and operations for MTV Networks.

Nada joined MTV Networks from, where she spent three years as senior vice president. Upon the successful sale to AOL in 2004, Nada began leading publisher services and network sales. Prior to joining, Nada was senior vice president of advertising for Moviefone. Once the company was sold to AOL in 1999, she became vice president of business development at AOL.

Nada holds a Bachelor of Science in advertising from the University of Illinois and lives in New Canaan, Connecticut, with her husband Avery. She works in New York City.

[Read more…]

Verve and Moat Partner to Ensure In-App Viewability for Mobile Display

Partnership integrates Moat’s SDK and Verve’s premium app inventory to precisely measure viewability and consumer attention on mobile

NEW YORK, NY – November 9, 2015Verve, the leader in location-based mobile advertising, has been integrated with Moat, an independent SaaS marketing analytics firm focused on transforming online brand advertising through trusted measurement and analytics. This exciting partnership will provide advertisers with the ability to transact on MRC-accredited, viewable in-app display impressions powered by Moat measurement. Verve is one of the first mobile location partners to integrate Moat’s SDK solution for iOS and the collaboration will allow advertisers to purchase in-app inventory with an even greater degree of confidence.

[Read more…]

Verve’s Executive Team Rebuild Continues, Kevin Arrix Named CRO

October 6, 2015 — GeoMarketing Digital advertising veteran Kevin Arrix is taking on the chief revenue officer role at Verve Mobile, filling a large hole at the mobile ad platform as CEO Nada Stirratt continues to reposition the company in way that balances “data-driven” programmatic ad sales with traditional, brand-friendly models.

While Arrix arrives at Verve from SFX Entertainment, where he was EVP of worldwide brand partnerships, he previous worked closely with Stirratt at Viacom’s MTV Networks. At the time, Stirratt was digital ad sales head at MTVN and among the leadership posts Arrix had during his nine-year tenure at the company was EVP of digital ad sales, where he was in charge of sales, operations, marketing, and product development for a variety of Viacom brands, including MTV, Nickelodeon, Comedy Central, and Spike.

[Read more…]

Verve Names Kevin Arrix Chief Revenue Officer

Appointment fuels company growth and international expansion following record-breaking third quarter

NEW YORK, NY – October 6, 2015 –  Verve, the leader in location-based mobile advertising, today announced the appointment ofKevin Arrix to the position of chief revenue officer, effective immediately. Reporting to Verve’s chief executive officer, Nada Stirratt, Arrix will be responsible for maximizing revenue and expanding Verve’s position in U.S. markets as well as overseas.

Arrix joins Verve from SFX Entertainment, where he was executive vice president of worldwide brand partnerships. In this role, he served as chief revenue officer for Viggle, a mobile-based entertainment rewards platform.  As revenue lead for SFX, Arrix oversaw global sales and business development and was responsible for the strategic direction and execution of SFX live events, media and content creation, as well as licensing.

“I worked with Kevin at Viacom. He knows how to build and scale successful, strategic sales organizations,” said Stirratt.  “I am confident his leadership will even further accelerate our revenue growth as we lead advertisers and their agencies into more sophisticated, data-driven mobile marketing.”

[Read more…]

Advertisers Only Want to Buy Viewable Mobile Ads, But Sellers Are Waiting For Standards

August 20, 2015 — The Wall Street Journal Over the past few months, a growing number of ad buyers have started insisting on purchasing only mobile ads that people can actually see, say media sales executives.

The insistence when it comes to mobile ads follows an industrywide push over the past year or so aimed at ensuring that marketers only pay for viewable ads on desktops.

Problem is, the advertising industry’s leading measurement authority, the Media Rating Council, which audits research firms ranging from Nielsen to Rentrak, has yet to accredit any third-party technology firms to track mobile ad viewability. (Over a dozen companies have been accredited for desktop ads.) Many ad buyers and sellers say that the mobile data available today from companies such as Moat and Integral Ad Science is far from perfect.

But with mobile accounting for 50% or more of traffic to some major websites, advertisers don’t want to wait for mobile viewabilty to get sorted out. They want to run mobile ads now, and they only want to pay for ones that people have a chance to see. There’s a lot of money at stake, with mobile ad spending expected to exceed $28 billion in the U.S. this year, according to eMarketer. The concern is that money may be wasted on mobile in one of two ways.

On the one hand, advertisers don’t want to pay for mobile ads that people never have a chance to see, either because people scroll past them before they are fully in view on a given screen, or because these ads technically fail to render for whatever reason.

On the flip side, media companies are concerned that the mobile ads they are delivering that actually are viewable aren’t being given credit because the tracking technology is flawed or because the way the technology is being implemented doesn’t count mobile ad campaigns accurately.

Ad buyers’ insistence on purchasing only viewable ads before standards and tracking technology have been established is causing big headaches for media companies. Those companies say that because vendors haven’t been accredited to track mobile ads and because tracking mobile ad viewabiliy is inherently different on mobile devices versus desktop computers, they are faced with all sorts of discrepancies–and potential lost revenue–when tracking the performance of ad campaigns.

“It’s a struggle,” said Monica Ho, head of marketing at the mobile ad firm xAd. Her team frequently runs mobile ad campaigns, only to hear from a third party that 50% of the ads they believe are being delivered are deemed non-viewable. “That’s significant. But we are being told that if we don’t use some sort of mobile viewability guarantee we won’t be on campaigns.”

Back in May, the MRC issued interim guidance on measuring mobile ads for viewability. Essentially, the MRC’s message for the ad market was this: we are working toward establishing metrics to track mobile ad viewability. At this point, no vendors are accredited to do so. In the meantime, you should count ads in mobile browsers as viewable the same way you count desktop display ads: if and only if at least 50% of the ad is visible for at least one second (two seconds for video ads).

However, in that guidance, the MRC also introduced a new metric that is unique to ads that appear in mobile applications. It said that ads that are “loaded” in apps, but may be visible for too short a time or have too little of the ad on screen to be considered  “viewable” to consumers, should not be counted as viewable in ad buys.

Needless to say, it’s complicated.

[Read more…]

Verve Adds Execs To Oversee Ad Operations And Creative Services

August 10, 2015 — GeoMarketing Four months into her tenure as Verve Mobile’s CEO, Nada Stirratt has added two senior management executives designed to enhance the company’s approach to campaign performance and how its mobile ad units actually look to consumers.

Most recently at entertainment rewards app platform Viggle, Anna Hougart is joining Verve as VP of revenue operations.  In addition, Walter Geer has left G/O Digital rich media provider PointRoll to become Verve’s VP and creative director. Both Hougart and Geer are former colleagues of Stirratt’s during her role as digital ad sales head at Viacom’s MTV Networks.

These two hires follow June’s addition of department store marketing vet Julie Bernard CMO. In the days after Stirratt was named to succeed Tom MacIssac as CEO, she had emphasized the need to redouble the work Verve had been doing over the past year of reshaping its identity from that of an insertion order-focused mobile ad network to a more programmatic and dynamically creative geo-targeting ad platform.

In her previous post, Hougart was responsible for all sales ops related to Viggle Audience Networks.

Among Geer’s accomplishments, he’s been cited for “applying biometric research to the development of creative executions and minimizing risk by understanding how consumer emotions and demographics impact brand engagement. He holds a total of six U.S Patents for digital ad formats and has served in various product strategy roles at Google and MySpace, in addition to his time at Viacom.

“Anna’s operational expertise and Walter’s award-winning creative precision make them essential additions to our leadership team,” said Stirratt in astatement. “We are delighted to welcome Anna and Walter as we continue to offer leading-edge mobile ad delivery and creative execution at the forefront of our industry.”


Verve Mobile Expands Leadership Team to Scale Sales Operations and Creative Development

NEW YORK, NY – August 10, 2015Verve Mobile, the leader in location-based mobile advertising, today announced two key senior management appointments to its leadership team: Anna Hougart will serve as vice president of revenue operations and Walter Geer joins the company as vice president and creative director. Both Hougart and Geer will be based in Verve’s headquarters in New York City. [Read more…]

Mobile Wallet Marketing: Offers, Coupons and Loyalty at the Center


August 5, 2015 — eMarketer — US consumers probably won’t be replacing their leather wallets or designer purses with mobile phones or smart watches any time soon, but that doesn’t mean brands—especially retail brands—can afford to ignore the burgeoning marketing opportunity mobile wallets offer. As people grow accustomed to using devices to pay at the point of sale, the mobile wallet will become an important hub that will enable marketers to provide customers with more context as well as greater convenience, according to a new eMarketer report, “The Mobile Wallet: Six Things Marketers Should Know.”

Offers, coupons and loyalty programs are nothing new to marketers and advertisers seeking to engage with customers and drive demand. But by connecting these tactics to mobile wallets, they’re starting to provide more convenience and context to consumers while they shop, as well as providing real-time insights that marketers can harness immediately to improve performance or meet specific objectives.

“I think the first use case [for marketing on mobile wallets] is more relevant offers that are specifically targeted to a consumer in a mindset to make a purchase,” said Alistair Goodman, CEO of Placecast. He elaborated that past purchase history could be triangulated with real-time location information to deliver compelling contextual messages and offers to individuals at the perfect moment to provoke a desired action.

Julie Bernard, CMO of Verve Mobile, agreed that sale messaging, coupons and promotional offers currently dominate the conversations related to marketing on mobile wallets. “While it may
 not be terribly exciting from an advertising industry perspective, it remains enormously relevant from a consumer point of view,” she explained. When consumers take advantage of a coupon, deal or promotion, it makes them feel like a savvy shopper, Bernard said. “Delivering those coupons and offers to the consumer in a manner that makes life easy for them is a hugely advantageous opportunity for advertisers and marketers,” she noted.

[Read more…]

Blue Star Families Welcomes Verve Mobile CEO and craigslist Founder to Board

Nada Stirratt and Craig Newmark accept positions on nonprofit board

WASHINGTON, DC – July 14, 2015 – Blue Star Families (BSF), the largest and fastest growing military family engagement organization in the nation, announced today that Nada Stirratt, CEO of Verve Mobile, and Craig Newmark, founder of craigslist, were appointed to the organization’s board of directors.

Stirratt and Newmark join a board team of 15 members, with diverse backgrounds in strategic planning and government relations, emerging technology, military support services, and philanthropy and nonprofit management. Sheila Casey, chief operating officer for The Hill, serves as chairman.

Blue Star Families serves in 1.5 million military family members annually through its programs and resources with 47 chapters at home and overseas. With strong ties into all branches of service, the nonprofit is nationally recognized for leading innovative programs and special initiatives that address the challenges faced by military families; including its Annual Military Family Lifestyle Survey. The largest of its kind, the Survey provides concrete data and information about prominent aspects of the military lifestyle, and used by the White House, Congress, the DOD, and state and local officials to help with key decisions made on behalf of service men and women and their families. [Read more…]

Verve’s Bernard Brings Mantra Of ‘Drive The Visit’ To Role Of CMO

June 19, 2015 — GeoMarketing —During Verve Mobile incoming-CMO Julie Bernard’s five years at Macy’s, she helped craft the department store chain’s strategies around driving consumer loyalty and other “data-driven” programs.

As she prepares to officially begin her new job at Verve next week, Bernard plans to take all the questions and concerns she had on the marketer side and show how a company rooted in mobile marketing can use geo-targeting and data to develop a full “omnichannel” strategy.

“At Macy’s, among other things, I was responsible for testing and learning initiatives intended to further extract value from customers’ data and see how it could be applied, not only against traditional marketing use cases and direct marketing, but for insights against the entire enterprise of the business,” said Bernard, who, before Macy’s made her mark during her 14 years at Saks Fifth Avenue. “Whether it’s merchandising or pricing or omnichannel shopping experiences online, in-store, or on mobile, it’s all about driving loyal customer behavior and how to measure against all of that. That’s what I plan to bring to my post at Verve.”

[Read more…]

Verve Mobile Names Retail Marketing Vet Julie Bernard CMO

June 17, 2015 — GeoMarketing Less than two months after Verve Mobile CEO Nada Stirratt emphasized the need to find a CMO that could help sharpen the company’s identity in the omnichannel marketplace, department store marketing vet Julie Bernard has been tapped for that role.

Bernard brings about two decades of experience in shaping retail marketing through her most previous post as SVP for customer strategy, data science, and loyalty at Macy’s. She’s been recognized for setting the unit that connected sales efforts to interactive loyalty programs.

“Data is a competitive advantage and Verve’s wealth of proprietary intelligence allows us to break through in the category,” said Bernard in a statement. “Verve’s momentum and market leadership is incredibly impressive, and I am excited to dig in with the talented team and continue to build entirely new experiences and benefits for our brands and retailers.”

Before Macy’s, Bernard made her mark over her 14-year tenure at Saks Fifth Avenue. She held a variety of executive posts at Saks, ultimately rising to the role of SVP for retail systems and vendor relations. That last job charged Bernard with developing ways to enhance the “customer experience” through the use of data technology across merchandising, marketing, and store management.

“With the majority of commerce happening at physical stores, we sought a marketing expert with a proven track record in the retail space to help our customers better engage with theirs, ” Stirratt said in a statement. “Julie is an exceptional, award-winning, executive to bring this expertise to Verve. From her experience scaling customer strategies via advanced behavioral analytics and attribution to her strong operational leadership, I couldn’t be more proud to have her join the Verve executive team.”

Verve Mobile Hires Retail Marketing Executive Julie Bernard as Chief Marketing Officer

NEW YORK, NY – June 17, 2015 Verve Mobile, the leading location-based mobile marketing platform, today announced the appointment of Julie Bernard as the company’s new chief marketing officer. Bernard, who brings over two decades of retail marketing experience, will direct the company’s corporate, product, sales marketing and communications efforts.

Following Verve’s acquisition of beacon and mobile wallet campaign platform Fosbury, Bernard’s appointment reflects the company’s commitment to transforming the retail market through the use of location-driven mobile marketing. She will be based in the company’s New York headquarters, reporting to chief executive officer, Nada Stirratt.

“With the majority of commerce happening at physical stores, we sought a marketing expert with a proven track record in the retail space to help our customers better engage with theirs, “said Verve Mobile CEO, Nada Stirratt. “Julie is an exceptional, award-winning, executive to bring this expertise to Verve. From her experience scaling customer strategies via advanced behavioral analytics and attribution to her strong operational leadership, I couldn’t be more proud to have her join the Verve executive team.”

Most recently, Bernard was senior vice president of customer strategy, data science and loyalty at Macy’s, a role in which she helped Macy’s deliver exciting and nationally recognized omnichannel marketing campaigns. Specifically, she was credited with building a best-in-class team that successfully executed inventive initiatives that drove sales and delivered customer relevance, including award-winning highly personalized communications and Macy’s first-of-a-kind coalition loyalty program.

Bernard began her career at Saks Fifth Avenue, where she enjoyed fourteen years in various executive positions throughout the organization, rising to senior vice president of retail systems and vendor relations. In that role, she improved business management, enhanced customer experience and increased profit margins by implementing appropriately unique technology solutions in merchandising, marketing and stores.

“Data is a competitive advantage and Verve’s wealth of proprietary intelligence allows us to break through in the category,” said Bernard. “Verve’s momentum and market leadership is incredibly impressive, and I am excited to dig in with the talented team and continue to build entirely new experiences and benefits for our brands and retailers.”

Bernard is a graduate of Hamilton College, graduating magna cum laude with a Bachelor of Arts degree in Government. She serves as vice chair of the board of directors for the Direct Marketing Association and participates in a variety of industry forums as a keynote speaker.

Verve Mobile Acquisition of Startup Fosbury Signals More Beacon Buys to Come

June 10, 2015 — AdAge Verve Mobile, a firm focused on location-based advertising, acquired beacon-centric campaign management technology Fosbury for an undisclosed sum. It’s a small deal, but Verve Mobile’s move portends an inevitable consolidation within the sprawling beacon space.

Verve delivers hundreds of millions of mobile ad impressions each day, typically messages enticing consumers to click to receive a discount or deal of some kind. The Fosbury buy will help Verve act on location data for message targeting more rapidly and allow that targeting to be based on more granular information. It also gives Verve a tech platform to add mobile wallet payment functionality to their ads.

“We would like to add that to every one of our creative units,” said Tom Kenney, president and founder of Verve Mobile, regarding Verve’s mobile wallet capability. “This enables us to do that.”

Beacon technology has been adopted by retailers, eateries and other businesses large and small around the globe, forming a complex web of third-party technologies and partnerships among retailers, shopping centers and mobile tracking and ad firms. This recent acquisition is bound to be among the first of many in the cluttered beacon space.

The deal marks the first major initiative at Verve of Nada Stirratt, who joined Verve as CEO in April following a three-year stint at marketing data services giant Acxiom.

Fosbury’s technology works with more than 10 different beacon hardware systems such as Mobiquity, Gimbal and Roximity, and that’s key for Verve. Think of that universal beacon SDK (software developer kit) as similar to a universal television remote, though in this case rather than helping one TV remote talk to a television, DVD player, or other accessories, Fosbury’s technology will serve as a way for Verve to communicate with multiple beacon platforms through a singular system.

“This helps us bring a solution to the table that’s ready,” said Mr. Kenney. “We now have the ability to go to Mobiquity [for instance] and say, ‘Let’s go.'”

Fosbury’s consolidated technology will streamline Verve’s connections to beacon platforms, and allow it to act on ad campaign opportunities for brand and retail clients more rapidly because the necessary connections to the beacon hardware found in stores and shopping malls have already been made. It also brings a much larger pool of consumers who already have opted in to shopping and store brand apps that feature those individual SDKs, essentially letting Verve target far more pre-opted-in shoppers based on beacon data.

Verve also expects the universality of Fosbury’s platform to help it target messages better to consumers in stores, based on more refined location data than it’s been able to access before. For example, it could now aim ads based on the fact someone is in a particular store department. “This allows us to pick that back up in the store and continue the messaging,” said Mr. Kenney. “It brings us closer to a closed-loop offering in stores.”

Fosbury’s home base was in the Netherlands, though the company came on the scene in the U.S. through its participation in the TechStars startup accelerator program in Austin. The four principals and creators of the technology at Fosbury are not part of the acquisition.

Verve and Fosbury have worked together for around six months previous to the acquisition, according to Mr. Kenney, who said some of the firm’s execs will serve as consultants after Fosbury is folded into Verve.

“It’s a small deal,” said Mr. Kenney of the acquisition, noting that the fact that the startup’s principals are based in The Netherlands led to Verve’s decision to buy the technology only rather than keep it intact with its creators. However, he said he expects many more beacon tech acquisitions to come. “There’s definitely going to be a significant rollup.”

Verve’s Acquisition Of Fosbury Puts Marketers In The Mobile Wallet

June 9, 2015 — GeoMarketing Less than two months after Nada Stirratt took over as Verve Mobile’s CEO, the location ad platform has acquired Fosbury, which has become a major player in the indoor marketing space.

Stirratt’s first acquisition hints at the subtle changes in direction she wants to take the decade-old company, whose roots began as a mobile ad network.

As she concentrates more heavily on serving smartphone ads designed to increase shops’ and brands’ offline retail business with closer ties to agencies as well as publishers, the purchase of Fosbury helps broaden the company’s position by giving Verve greater control over consumer engagement programs while people are in-store and at the checkout counter.

Making Mobile Pay… And Pay

The strategy is an expansion of the one pursued at Verve under Tom MacIssac and James Smith, the New York-based company’s former CEO and CRO, respectively. Over the past year, Verve has worked to tap into the rise of beacons and the use of mobile pay via ads made for Apple Passbook — soon to be called “Apple Wallet” — and through partnerships with the likes of beacon maker Gimbal.

Although some location ad industry observers believe that the best, most scalable use of geo-data based advertising lie in attempts to trace consumers place patterns over time to build better audience segments. The idea is that there is simply not enough scale to target ads at consumers as they’ve already made their decision of what and where to shop.

But Verve cites the expectation that beacons and proximity-based advertising will drive $44.4 billion in U.S. in-store retail sales next year, according to BI Intelligence’s often-reported estimates And since location-based mobile campaigns are the center of the online-to-offline marketing space, Verve is well-placed to take advantage of the growing interest in this area of programmatic advertising. Furthermore, having the data that comes from regular consumers’ visitation rates — which can be measured, in part, by beacons — and the (anonymous) spending info from mobile payments processed by Fosbury’s software.

Fosbury’s clients include brands such as American Express and Chobani, which also should help Verve boost revenues as it’s likely to make further changes in its sales structure under its new CEO.

The Changing Face of Mobile Commerce: ShopSavvy, RetailMeNot & Verve

June 9, 2015 — MediaPost In and around mobile commerce, some things stay the same but things around those things tend to evolve and expand.

Three recent but totally unrelated mobile program modifications caught my eye over the last few days.

First, ShopSavvy, one of my favorite apps for in-store price checking since its launch several years ago, evolved its app to cater to shoppers. The app started aggregating all sales from more than 500,000 retailers and created more than 3,000 navigational product categories.

I now receive push notifications from ShopSavvy highlighting nearby sales. The app gives the option of not being notified, though not sure which mobile shoppers won’t want to be notified of nearby sales.

The app started as a price checking utility, which it still does, but evolved to identifying deals and sales.

A second example is RetailMeNot, a location-based deals app I’ve been using since forever ago.

The Austin-based company just introduced a new products section featuring curated products available at merchants with mobile-optimized websites. A product click brings the shopper to a page for completing a purchase and handling shipping details.

While starting as an app to provide location-based coupons, which it still does, RetailMeNot evolved so that manufacturers of products that sell items through other retailers can advertise directly to targeted mobile shoppers through the RetailMeNot app.

A third example this week is the acquisition by Verve Mobile of beacon software company Fosbury.

“We’re good at driving people to the store and we’re seeing beacons as an extension,” Tom Kenney, co-founder and president of Verve Mobile, told me yesterday.

Verve manages 4 billion ad impressions a day and the beacon capability addition will allow the company to extend the location-ad targeting into the store, based on product proximity, Kenney said.

While starting as an ad serving platform and working with thousands of advertisers, Verve is expanding from driving people to the store, which it will continue to do, to driving consumers in stores to the cash register.

While not related, ShopSavvy, RetailMeNot and Verve are good examples of how mobile commerce is evolving, while still staying the same.

Mobile wallets, smart coupons, and iBeacons: Verve Mobile acquires Fosbury

June 9, 2015 — VentureBeat Location, location, location. No, it’s not the old adage of real estate — it’s the new “last mile” of advertising. While e-commerce and m-commerce are growing fast, old-fashioned bricks-and-mortar purchasing is still 93 percent of all retail sales. Which means that brands and companies who want to address the bulk of consumer spending still need to think hard about local.

Mobile advertising platform Verve Mobile, which bills itself as a “location-based mobile platform,” announced this morning that it has purchased beacon technology platform Fosbury to, it says, further link mobile marketing to offline retail performance.

“Fosbury’s Apple Passbook, Google and Samsung wallet capabilities augment the success and scale of retailers’ marketing and loyalty programs by allowing businesses to advertise their presence to nearby smartphones,” Verve president Tom Kenney said via email. “The Fosbury acquisition allows Verve to integrate Passbook and Wallet functionality as one of our key secondary actions into all of our mobile advertising campaigns, driving more in-store customer engagement and sales.”

In other words, Fosbury isn’t just about beacons.

[Read more…]

Verve Mobile Acquires Beacon Technology Platform Fosbury To Further Link Mobile Marketing to Offline Retail Performance

NEW YORK, NY – June 9, 2015 Verve Mobile, the leading location-based mobile marketing platform, today announced the acquisition of Fosbury, an innovator in the beacon and mobile wallet space. For more than a decade, Verve has driven customers into stores with proprietary device location targeting and premium inventory on behalf of some of the biggest brands in the world. The Fosbury acquisition provides marketers with an even greater and more precise ability to both initiate the engagement as well as validate when consumers are in-store and in the purchase mindset.

With beacon-triggered messaging expected to drive $44.4 billion in U.S. in-store retail sales next year, location-based mobile campaigns will be instrumental in how retailers engage consumers and influence sales through relevant messaging. Since 2012, Fosbury has partnered with global brands from American Express to Chobani to drive mobile product innovation and customer experiences.

“What Verve does better than anyone else is engage consumers via their devices and drive them into stores,” said Nada Stirratt, chief executive officer, Verve Mobile, “Fosbury further enhances this ability by maintaining that consumer connection for marketers in a more personalized and meaningful way, with the ultimate goal of driving them to the cash registers. That’s incredibly powerful and available to marketers immediately.”

New Verve CEO: Mobile/Location Combo Will Continue to Increase in Importance

May 1, 2015 — Street Fight Mag In the past two years, mobile ad tech has gone from an immature testing ground to a battlefield with billions of dollars at stake. In this struggle, location data has emerged as one of the most sought after assets in the mobile media mix, fueling the growth of a handful of local-centric mobile marketing startups.

One of the earliest players, Verve Mobile, has reached a turning point in its own evolution. The company parted ways with longtime CEO Tom MacIsaac in April, introducing former Acxiom CRO Nada Stirratt as the new chief executive. Stirratt faces an advertising industry in the throes of a deep transition to programmatic buying, even though mobile media is substantially farther along than its desktop counterpart.

Street Fight caught up with Stirratt to talk about the company’s vision for the future of the industry.

[Read more…]