Verve Opens Self-Serve Location Targeting Platform Aimed At SMBs

As more local businesses adapt their traditional marketing programs for mobile, Verve is offering a broader use for its enterprise tools.

With roughly three-quarters of SMBs availing themselves of digital marketing services, mobile ad platform Verve is releasing a white label self-service ad program that promises local businesses the same geo-targeting capabilities that its enterprise and agency partners currently have.

Verve’s self-serve mobile ad platform lets SMBs select audience targeting segments that can be adjusted based on location and the creative assets and messaging, all of which is directed by a range of consumer data.

“Small and medium-sized businesses are the backbone of the U.S. economy and spend $50B on local media each year,” said Nada Stirratt, Verve’s CEO, in a statement. “Through the power of our new platform, Verve is helping SMBs get the most of out of their precious marketing dollars, executing seamless location-based mobile marketing campaigns.”

While most local businesses have been shifting their spending to social media — primarily driven by Facebook’s increasingly aggressive marketing at the local level — SMBs have also been forced to take a closer look at programmatic tools in general. The bottom line, as Verve and its rivals in the mobile ad space have found is, is that local doesn’t equal unsophisticated.

However, SMBs do need to be convinced that their ad spending will result in clear performance goals, particularly when it comes to driving online, mobile consumers into their brick-and-mortar stores.

“We all know consumers spend an exorbitant amount of time on their devices. Businesses strive to reach them in these crucial moments when in proximity and buying intent is high. Our new platform lets SMBs everywhere scale their mobile initiatives and compete with even the biggest players for in-the-moment decisions,” noted Stirratt.

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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.