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

News

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.




Newsletter

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

Follow Us

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

The Local Merchant Report

Learn how to better target this important-yet-elusive market. Key insights, case studies, and strategies make this a report you can't afford to miss.
Get your copy today!

Free eBook

How Mobile Location and Behavioral Context Skyrocket Conversion Rates: Location personas increase the value of ad inventories and give publishers a way to better target content. Learn how it works and improve your ROI now. Get the ebook produced by:
Download here

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.
Get your copy today!

Why Local is the Future of Commerce

The local marketplace is under renovation and four layers of disruptive technologies have emerged. Siloed early on, these industries are starting to coalesce, working together to form layers in a coordinated stack. Read the introduction to "The Local Stack" special report, underwritten by Yext.

How Back-Office Innovation Is Transforming Local

In this new report, Street Fight takes a look at the impact of supply-side technologies on the local marketing industry, detailing the opportunities and risks that these emergent services present to existing solutions providers.

Twitter

© 2014 Street Fight.

Powered by WordPress. Hosting by Page.ly