Verve CEO Stirratt’s First Priority: Sharpen Location Ad Message

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.

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Former Acxiom Revenue Chief Lands CEO Role at Verve Mobile

April 21, 2015 – Ad Age Digital industry vet Nada Stirratt, most recently chief revenue officer and exec VP and Acxiom, has landed in a CEO role. Ms. Stirratt will serve as CEO of Verve Mobile, a location-based mobile ad firm. She was with Acxiom for around three years following jobs with MySpace, MTV andAOL.

During her stint with marketing-data giant Acxiom, the firm formed a partnershipwith Starcom MediaVest Group and acquired data onboarding outfit LiveRamp.

The Wall Street Journal reported:

“Verve has raised $36 million to date, and the 10-year-old company boasts partnerships with over 2,000 media partners. According to Ms. Stirratt, Verve helps companies such as Hearst, Gannett, 21st Century Fox…and NBC Universal deliver highly targeted local ads via their mobile sites and apps by marrying mobile device data with advertisers’ own data and data from individual publishers.”

Acxiom often helps clients link their proprietary customer data to mobile device and online data for ad targeting, so it’s no surprise Ms. Stirratt sees the value in Verve’s business.


Verve’s New CEO: ‘Location Is The Sweet Spot Of Mobile Advertising’

April 21, 2015 -- AdExchanger Acxiom vet Nada Stirratt is looking to spread the good word about location-based advertising in her new role as CEO of Verve Mobile, announced Monday.

“The last few years have been about Angry Birds and app downloads, but now the market is finally talking about reaching consumers in particular locations,” said Stirratt, who comes to Verve after more than three years as CRO at Acxiom, where she helped guide last year’s LiveRamp acquisition.

Verve hasn’t deviated from the core hypothesis the company was founded on in 2005, said Stirratt, who takes the reins from former CEO Tom MacIsaac.

“People are going to continue to buy things at a location – more than 90% of of commerce is conducted in brick-and-mortar stores,” she said. “That’s the premise we were built on and we don’t see it changing. Verve has been evangelizing around this for the last 10 years, but it’s now that the message is really starting to resonate.”

Verve has 150 employees spread across three offices in Carlsbad, California; Bethesda, Maryland; and New York City, where it has its headquarters. Clients include Kohl’s, Nordstrom, P&G, Macy’s, Best Buy, H&M, Mercedes-Benz, AT&T, Diageo, Kraft, Hallmark, Well Fargo and Target. The company, which has raised $36.9 million since 2008 and has been profitable since the fourth quarter of 2013, is set to do more than $75 million in revenue in 2015.

Stirratt talked with AdExchanger on day one of her new post.

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Verve Mobile Taps Acxiom’s Stirratt As CEO

April 21, 2015 – MediaPost Former Acxiom Chief Revenue Officer Nada Stirratt is joining location-based mobile ad network Verve Mobile as CEO. She succeeds Tom MacIsaac.

Stirratt, who will be based in Verve’s New York City office, is a veteran top digital media sales exec.

Prior to Acxiom, she was the chief revenue officer of MySpace, and previously served as executive vice president-digital advertising at MTV Networks, and held senior roles at and Moviefone.

At Acxiom, she helped introduce the company’s Audience Operating System to Madison Avenue, and was a key player in its acquisition of data onboarding platform LiveRamp.

Verve Mobile Digital Ad Veteran Nada Stirratt Named CEO

April 20, 2015 — Geomarketing Location ad platform Verve Mobile has named Nada Stirratt, a widely respected, highly visible interactive ad executive who has led sales teams over the past decade at AOL and MTV, as its CEO.

Stirratt is replacing Tom MacIssac, who joined Verve four years ago from digital video provider ExtendMedia.

MacIssac, who could not be reached for comment, left the company on amicable terms, sources said.

In choosing Stirratt, who is widely regarded as a sharp deal maker who has developed close relationships with major brands over the past decade, Verve has selected someone to help raise its profile amid an increasingly crowded space.

Whereas MacIssac’s tenure was product-based and focused on repositioning the New York-based company from a mobile ad network to a more fully realized location-based programmatic platform, it is likely Stirratt’s role will be different. Stirratt will likely be charged with helping agencies and brands better understand how Verve stands out from rivals such as xAd, YP, Factual, NinthDecimal, PlaceIQ, Thinknear, and Placed — not to mention companies like Google and Foursquare—companies which are now attempting to expand their own digital services in the online-to-offline local marketing space.

On the product side, Verve has recently been setting up its own private marketplace aimed at driving higher quality mobile ad placements from publishers, as well as developing a white label app and advertising network for TV broadcasters’ digital properties.

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