In an Effort to Woo Brands, Verve Mobile Launches Audience Solution | Street Fight


In an Effort to Woo Brands, Verve Mobile Launches Audience Solution

0 Comments 21 February 2013 by

verve logoFresh off raising $14 million in new funding, Verve Mobile has launched a PlaceIQ-like audience-targeting tool called Place Insights in an effort to bring more brand dollars into the mobile-local fray. The solution allows advertisers to use location data to reach specific audiences – say, middle-aged moms or travelers – with a higher-funnel branding message, rather than the lower funnel “call-to-location” messaging endemic of traditional geo-fencing campaigns.

Here’s how it works. Verve has divided the world into a hexagonal gird and associated demographic, transactional, commercial and other types of data with each grid. If a car company, for example, wants to reach high-earners who recently bought a Lexus, Verve can target mobile impressions located within the hexagons that fit the profile.

But a brand can also target against a user’s historical location as well.  By monitoring the impressions that run through its network, Verve can pick up on recurring device IDs, which mobile operating systems like Apple attach to most impressions, and begin to build a location profile for each device. If Verve sees device XYZ visit a grid that indexes high for parents of young children, it can serve an ad for diapers to that user whenever an impression from device ID XYZ surfaces in its network.

“[Place Insights] is sort of a combination of location context (e.g. PlaceIQ, Sense Networks and Factual) and location audience (JiWire) targeting,” said Tom MacIsaac, CEO at Verve, in an email to Street Fight yesterday. “We’ll continue to work with PlaceIQ and all our other data partners since our goal is to give marketers a broad array of location powered solutions and find what works best for them.”

Verve is one of handful of mobile display players that integrate PlaceIQ’s audience solution, but it’s the first partner to build its own product. However, we may see more mobile ad-tech companies look in-house, as data and targeting become key points of differentiation in the space. And given the accumulative nature of device-level targeting (e.g. reach grows with time), it’s hard to see mobile ad tech leaving the meat of a key competitive asset to a partner.

One way or another, the story here is also the growth of device-level targeting. Apple opened the doors with the introduction of its Apple Advertiser ID in iOS 6, and companies like Sense Networks, JiWire, and now Verve have picked up on the opportunity. It’s hugely important for the hyperlocal ecosystem because it allows marketers to target against users’ past, as well as current, locations, expanding their reach and making hyperlocal targeting a viable option for brands.

Steven Jacobs is Street Fight’s deputy editor.

Denver — March, 5th, 2015
Learn from the pros, network with partners and clients, and ski! Don't miss our second annual event on this important topic.
Register now and save!


Get hyperlocal industry headlines in your inbox every morning. Subscribe to the Street Fight Daily newsletter.

See how brands compare in local presence across areas such as local SEO, data accuracy, social engagement and more. Presented by Where2GetIt and Street Fight. Click here to see the battle!

Free White Paper: Contextualization

Learn how to deliver better, revenue-driving consumer experiences. Download "Contextualization: Leveraging Location-Based Technology and Mobile to Drive Success for Brands."

Sponsored by Artisan Mobile.

Follow Us

Get the latest Street Fight news, information and analysis via Twitter and Facebook.

The Commerce Graph

The “Commerce Graph” is a new framework we have developed to think about the future of physical exchange. The model offers an alternative to the dominant narrative about the commerce landscape that frames digital networks as an adversary of physical exchange.

The $20 Billion Mobile Marketing Opportunity

Strategies and insights into the landscape of targeting options and how they deliver foot traffic and sales for SMBs.
Check out our 2013 report and get your copy today!


© 2015 Street Fight.

Powered by WordPress. Hosting by