Mall owners and city marketers could soon have a new way of reaching visitors thanks to a partnership between two firms – one from Netherlands and one New York – who plan to use location data to open up out-of-home and in-car advertising opportunities.
Netherlands-based HERE Technologies brings location data to the table, adding to the capabilities of New York-headquartered mobile marketing firm, Verve.
The companies say this move, using Verve’s Velocity mobile platform with location data such as venue maps and building footprints, will allow business-to-business customers to deliver more personalised and targeted information as well as improve audience segmentation and optimise campaign measurement.
Ultimately, they say, it will ensure people see advertising that’s relevant to them when and where they’re most likely to “visit, shop and share.”
All of this happens against a backdrop of what HERE and Verve see as a growing OOH market, with the press release announcing the partnership citing an October 2018 case study by the Interactive Advertising Bureau that showed spending on digital OOH advertising in the US in 2018 was expected to reach a record high of $7.4bn.
The partnership could also see digital OOH advertising expanded into vehicle infotainment systems.
Tom Kenney, Verve CEO, said: “HERE gives us a deeper understanding of location context to enhance our data science practices, which extends our mobile platform capabilities and enables our customers to provide more meaningful ad experiences to consumers in the environments in which they interact.”
Hervé Utheza, head of media, advertising and telco at HERE adds: “Verve and HERE align on [a] mission to create advertising experiences that resonate with consumers through the power of location in a responsible, transparent way.
“We are excited to embark on this journey together to improve digital OOH on mobile devices and in the new arena of in-vehicle advertising by embedding mobile signals in a refined and precise geometry of the world.”