Verve built an affluent consumer segment and also geo-fenced the new store in order to deliver the ad to consumers who would be most interested.
A niche luxury retailer recently opened a new store and wanted to build awareness around its products and drive traffic towards its newest location.
Verve™ met the objective through a two-pronged approach, developing a custom audience segment and engaging consumers with a meaningful mobile ad. Keeping the retailer’s target audience in mind to encourage foot traffic, Verve built an affluent consumer segment and also geo-fenced the new store in order to deliver the ad to consumers who would be most interested in the product and in close proximity to the store. The creative showcased the retailer’s product and a map displaying the nearest store, with the ability to see turn-by-turn directions with just a tap.
NEARLY 0.7% CLICK-THROUGH RATE AND NEARLY 14 SECS SPENT IN-AD
Campaign metrics revealed that consumers reached in the custom affluent-consumer audience were most likely to engage with the ad, indicating that the campaign was successful in reaching the luxury retailer’s target audience and driving them to action.
POST-CLICK ENGAGEMENT RATE WITH LANDING PAGE ABOVE 7.0%
Consumer’s interest in both the retailer’s luxury watch line and its new store opening led to a post-click engagement rate that nearly doubled Verve’s standard.
Interfaces are transforming, metrics are increasingly turning on consumer experience and trust, and the rise of privacy regulation (and the laws that will define it) are paramount on every marketer’s agenda.
In this benchmark Verve/Ascendant Network survey, we explore current efforts to future-proof the marketing organization and ensure marketers are prepared to ride — rather than be swallowed by — the next wave of technological and consumer behavioral change.
The critical thing to remember about Apple’s new location-data permissions prompts in iOS 13 is that, beyond the underlying bugginess of the new OS rollout, it’s not a net negative for premium partners working with premium apps.