Ad network Mojiva is bringing local-store-inventory ads to its mobile partners using Retailigence ad units and creative. Below are some example ads (from a Mojiva) slide deck. However they illustrate real ads.
Previously Retailigence announced a deal with DSP DataXu. Indeed, a version of these ad units — which insert location and product inventory dynamically — has been around since March of this year. In October Retailigence started enabling consumers to reserve products for in-store pickup directly from mobile-ad microsites.
Retailigence has a real-time inventory database that the company says contains millions of products for more than 100,000 store locations and 300 retailers in the US. Retailigence also has an API that can deliver its inventory data to any channel or third party platform.
Previously Retailigence released data to argue these “hyper-local” mobile display ads performed much better than conventional mobile display ads:
- Up to 80% lift in CTR with zip code targeting as compared to DMA targeting
- Over 50% shopper secondary action/engagement rate on landing page/microsite
- Over 10% secondary action rate when considering only navigational activity
- Increased in-store conversions
Mobile users have said in various surveys repeatedly that they prefer localized ads over other types of non-localized mobile display ads. The 2012 “mobile path to purchase study” from Nielsen-Telmetrics-xAd (n=1,500 US adult mobile users) showed that consumers are much more likely to respond to mobile ads that are “locally relevant.”
Local relevance was the top driver of mobile ad response in that study:
- That are locally relevant to me: smartphone (73 percent) tablet (70 percent)
- That offer coupons/promotions: smartphone (72 percent) tablet (69 percent)
- Ads from known brands: (59 percent) tablet (65 percent)
A smaller IAB “mobile diaries” study (n=260) found essentially the same thing: