Verve adds Activate audiences for mobile video ads to identify future purchasing behaviours

With video views slowly but surely migrating to mobile screens, brands have been keen to boost mobile video ad spending. According to IAB’s 2016 report, mobile video revenue jumped 145% to almost $4.2 billion compared to 2015, highlighting the enthusiasm for the format.

Now, Verve, the location mobile marketing firm, has just rolled out its latest mobile video offering and expanded its mobile ad solutions to boost campaign efficiency.

Verve Activate audiences have been created based on consumers’ past locations and behavioural patterns to identify future and past purchase intent. Paired with mobile video formats, these audiences can help brands to boost engagement and connect in a more meaningful way.

Kevin Arrix, Chief Revenue Officer at Verve, explains:

“What we’re launching is in direct response to what we’re hearing from our clients and where consumer attention is going. We see tremendous value in helping brands unlock the distinctive power of location data for mobile video, not only in terms of finding consumers in real-time but, more meaningfully, by targeting the most relevant audiences based on their historical movement patterns.”

Verve says that the offering lets brands use their own video assets or partner with Verve’s content creator Digital Domain.

Amit Chopra, Executive Director and COO at Digital Domain, adds:

“Our partnership with Verve continues to align around this powerful combination of technology and artistry. Bringing immersive technology to location-powered video expands and enhances the ways in which brands can convey engaging and contextually relevant ads to consumers.”