Verve German Acquisition Pushes Mobile Ad Platform Deeper Into Proximity-Targeting
'We are opening the doors to Germany’s foremost push technology; working together will make our offering even stronger for our clients and bring Verve firmly into the heart of Europe,' says Verve's Ian James.
A year after began building up its presence in Europe with the opening of its London base, Verve has made its first acquisition on the continent with the purchase of German push-marketing specialists matchinguu GmbH.
The deal accomplishes two main goals Verve has been pursuing for the past 15 months.
First, matchinguu GmbH will give Verve access to German publishers and advertisers in Europe. Secondly, it expands Verve’s focus on connecting outdoor geotargeting along with indoor proximity marketing. Verve first explored indoor marketing with its acquisition of beacon platform Roximity in June 2016.
Specifically, four-year-old matchinguu GmbH’s proximity-based push and in-app notification tools will be folded into the enterprise-focused program called Verve Velocity, which is part of Verve’s effort to turn the one-time mobile ad network into a “one-stop-stop” for location-based ad targeting, data, and insights.
“[The purchase of matchinguu GmbH] checked a lot of boxes for Verve,” Fi Taylor, Marketing Manager International, told GeoMarketing’s Lauryn Chamberlain in Cannes last week. “It gives us a push Notification product immediately. That will mean Verve can adopt that product, and we can then overlay our intelligence and location ad tech story that we’ve built up over the past 10 years.”
In essence, matchinguu GmbH will help Verve’s clients reach new European audiences with “enhanced mobile advertising experiences aligned to the unique needs and expectations of consumers in the EU,” the company said in a statement.
Considering that Germany is Western Europe’s second largest advertising market, plus the fact that Germany’s mobile ad spend is expected to reach $3.5 billion in 2017, the deal comes at a good time for Verve to broaden its reach.
“The acquisition came naturally, thanks to the complementary technologies and both parties having similar missions: enabling great storytelling through location-powered data,” said Ian James, Verve’s International GM. “We are opening the doors to Germany’s foremost push technology; working together will make our offering even stronger for our clients and bring Verve firmly into the heart of Europe. Consumers demand relevance and engagement that is as seamless as possible and this acquisition will empower us to deliver this more than ever.”
“matchinguu GmbH’s mission has always been to deliver a premium location data solution for our clients, allowing them to expand their storytelling capabilities beyond the norm, which has always been a core focus of Verve,” said Felix Heberle, CEO, matchinguu GmbH. “I am very excited to see the results of our businesses joining forces, not only in Europe but also in the US market.”