Verve Mobile, a location-based mobile ad network, and Vistar Media, a programmatic location-based video platform, on Thursday announced a partnership that will link digital-out-of-home and mobile inventory to create a multiscreen real-time trading platform for location-based marketers.
The partnership will bring Verve's location-based data to Vistar's platform and available inventory, which Vistar claims is on over 100,000 digital screens across the U.S. The companies claim the resulting multiscreen location-based platform is an industry first.
“Surrounding consumers with large-format digital screens as they are outside of their homes and near the point of purchase has always been the value of our location-based video inventory," stated Jeremy Ozen, Vistar's co-founder. "However, we have also been asked by numerous advertisers to find a way to connect our platform with mobile."
James Smith, CRO of Verve, stated the company has seen "great success in driving ad performance, foot traffic, and sales by utilizing location-powered advertising." He added, "Via our partnership with Vistar, we can add to those successful tactics and utilize location data to reach consumers via video on multiple screens, dramatically increasing the effect and reach of Verve’s location-based platform.”
Through the partnership, advertisers will be able to buy all digital media within the same "geo-fence," or defined location. Advertisers will also be able to buy audiences based on location.
The new platform will be available through Verve later this year.