Partnership empowers auto industry to intercept prospective buyers in contextually beneficial mobile moments
NEW YORK, July 12, 2017—Verve™, the global leader in location-powered mobile marketing, today announced its industry-first partnership with Urban Science®, global automotive performance improvement consultant. This partnership offers advertisers cutting-edge capabilities to drive incremental traffic and sales, enabling them to efficiently identify and engage consumers via Verve Velocity™, a proprietary mobile marketing platform.
The Verve mobile marketing platform covers 90% of U.S. households. When Verve Kinetic™, a patented suite of location-intelligence capabilities, is combined with Urban Science’s daily automotive industrywide sales data, the pairing enables advertisers to create highly efficient and effective campaigns, scalable to any budget, that target in-market car shoppers.
Automotive brands have been recognized as early adopters of mobile, proactively responding to the dramatic increase of consumers who research vehicle purchases on their smartphones prior to visiting a dealership (17% in 2010, 31% in 2012, 62% in 2016), and, in 2016, eMarketer reported that automotive advertisers spent over $5 billion on mobile marketing. The Verve partnership with Urban Science empowers advertisers to innovate with location-informed and behaviorally-based custom audiences that are augmented with past purchase behavior, including make-and-model, service history, and CRM data. The partnership also enables advertisers to suppress customers who are no longer in-market due to a recent purchase, improving advertising performance and increasing return on investment. Closed loop campaign reporting enables automotive advertisers to finally optimize their campaigns in-flight by connecting ad exposure and shopper behavior, including foot traffic and vehicle sales, to real-world activity at advertisers’ and competitors’ dealerships.
“Our partnership with Urban Science, following close upon the recent opening of our Detroit office, underscores Verve’s commitment to being automotive advertisers’ first choice for ROI-driven location-powered mobile campaigns,” said Kevin Arrix, Chief Revenue Officer at Verve. “Urban Science has the richest, most accurate source of automotive data in the world and our team is ready to extract even greater value from this foundational data asset, helping advertisers increase sales and earn customer loyalty.”
“This collaboration ensures that automotive ads reach people who are actually in the market for a new vehicle,” said Eric DeMont, Global Practice Director of Customer Solutions at Urban Science. “Together, Urban Science and Verve enable advertisers to drive more showroom traffic and sales, giving them deep insight into the entire purchase funnel at the highest level of scale and efficiency.”
Verve™ is a location-based mobile marketing platform that connects advertisers with consumers to deliver successful business outcomes. The company’s proprietary location intelligence, patented technology, premium mobile inventory, and analytics capabilities empower marketers to identify, reach, and engage consumers with compelling mobile advertising experiences. Headquartered in New York City, Verve has offices in San Diego, London, Munich, Washington, D.C., Chicago, Detroit, Austin, Denver, Los Angeles, and San Francisco. For more information, visit www.verve.com. Follow us on Twitter: https://twitter.com/vervemobile.
About Urban Science
Founded in 1977, Urban Science is a global retail consulting firm that takes a scientific approach to help companies identify where they should allocate resources to increase their market share and profitability in the most effective and efficient manner. With headquarters in Detroit, Urban Science serves its global clientele from offices in the United States, Spain, UK, Germany, Italy, France, Australia, China, Mexico, Russia, Japan, India, and Brazil. For more information on Urban Science, visit www.urbanscience.com.
Verve Media Contact:
Chief Marketing Officer, Verve
Urban Science Media Contact:
Global Marketing Director, Urban Science
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