April 22, 2015 – GeoMarketing As digital ad vet Nada Stirratt settles into her first week as CEO of location ad platform Verve Mobile, the first challenge she wants to address is the often muddled perception of the company’s strengths in a very crowded space.
For the past year, Verve has focused on lining up partnerships with companies such as beacon platform Gimbal and local TV broadcasters, as well as on solidifying its role as a programmatic point of connection for both buyers and sellers by crafting geo-targetable audience segments.
Verve has gotten a good share of attention from brands, agencies, publishers, and other platform companies for its range of location analytics and ad serving products. But as the space matures rapidly, being able to demonstrate a clearer distinction on products, analytics, and marketing alliances versus its competitors is considered key.
GeoMarketing: What are your initial goals as you take on this new role? What do you think are the main opportunities and challenges for Verve?
Nada Stirratt: My first goal is to focus on marketing and I am in the process of recruiting for a CMO. Verve has unique and proprietary capabilities in our platform and we need to make these better known to a much broader swatch of the marketing mix. What we have built is so compelling across so many categories — retail, automotive, CPG — but also applicable to many other industries.
We have a superior product and the unique capability to combine our mobile media reach, precise next-generation targeting capabilities like beacons, Passbook and in-store loyalty app integrations. These not only reach and drive consumers into stores but also continue to communicate with the consumer in the store and drive them to the register.
A challenge for us is how to break through the noise around location marketing. It’s a really hot concept right now. But the combination of the premium reach with the precision we offer is unique to Verve — real-time, verified location data that’s tied to a device ID. Driving that message into the marketplace is one goal I have right now.