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.
Technology goliaths such as Facebook and Twitter have been held to a radically different standard in the marketplace, and their impunity has damaged innovation and the media.
All too often, the challenges around ad delivery transparency and auditing the supply chain are assumed to be out of reach. One concept that isn’t on the table, however, but it should be, is a trustless peer-to-peer ad network.
The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth?