The leader in location-aware mobile advertising

Introducing Verve

ABOUT US

Verve has developed the most sophisticated location-aware mobile ad platform available today

Mobile publishing platform used by hundreds of premier media companies to power their mobile web sites/ apps

Multi-level location and audience targeting

Pioneers in complex dynamic location–aware ad creative and executions

Founded 2005, backed by leading venture firms

Led by veteran mobile and advertising executive team

Offices in NY, DC, Chicago, LA, SF, Atlanta, San Diego

Access to broad reach of premium national mobile publishers and 91.8 million mobile users*

Verve’s publishing technology gives it exclusive access to premium brand-safe content not available elsewhere

Providing contextual relevance and in market depth for location-aware campaigns

UNIQUE INVENTORY UNIQUE DATA

Verve location server identifies the most relevant location data available on every impression

Because of our proprietary inventory we have not just more but better location data

Our audience product combines our location expertise and data with rich demo and transactional data for audience targeting

UNIQUE TECHNOLOGY

• 327+ Million active U.S. mobile subscribers1

• Smartphone ownership has taken off 1/2 of U.S. adults use smartphones2

• Tablet ownership is on the rise 1/3 of U.S. adults now own tablets2 38 million tablets will be sold in 20123

• Mobile advertising is set for stellar growth U.S. mobile ad spend will reach $2.6 B this year and is expected to double in size to $6.5 B by 20144

• Mobile outpaces online advertising Achieves a greater lift for ad awareness, message association, brand favorability and purchase intent by nearly 400%5

1CTIA, 2Pew Research 3Forrester, 4eMarketer, 5Dynamic Logic

Mobile is mainstream

Mobile Adoption…Ridiculously Fast

Location: Fact vs Fiction

“Are we concentrating too much on ad targeting?”-Brian Morrissey,

Editor-in-Chief Digiday Agency

Summit 2012

Location, Location, Location . . .

Source: Google, Microsoft

95% of smartphone users have looked for nearby information 77% contacted business after

accessing such info

44% purchased

88% took action within one day 79% use phone

for shopping

GOOGLE: 40%

MICROSOFT: 53%

NewsDining / Going outNavigationWeatherReal Estate

All of the top categories of mobile content consumption have a strong connection to the users location:

EntertainmentShoppingSportsBusinessTravel

In mobile, location is everythingAlmost half of all mobile searches are

for location-aware information

All mobile searches

Verve specializes in developing the largest set of quality location data for its proprietary Verve Location Service

Location-based targeting

We focus on inventory with rich location data shared by the user, device or carrier network and inventory that has an endemic connection to the targeted location.

Latitude & Longitude

WiFi network location

Zip (User Registration data)

Carrier IP

Location-based content

Lat / Long

WiFi

Zip / User reg.

Location-based content

Carrier IP

CITY BLOCK LEVEL

METRO LEVEL

Verve specializes in developing the largest set of quality location data for its proprietary Verve Location Service (VLS)

The VLS parses every impression and derives the best available location data whether shared by the user, device or carrier network or from inventory that has an endemic connection to the targeted location (e.g. traffic / weather / news)

Location Data Comparison

10%

20%

20%

30%

20%

55%

20%

20%

5%

VERVE COMPETITORS

Location Targeting Defined

Geo-Fence: The process of defining a specific physical location (e.g. store) and determining a fixed radius (i.e “fence”) around the location for targeting purposes. A consumer inside this area would be served an advertisement, while a consumer outside this area would not.

Geo-Aware: The process of determining a consumer’s location relative to a physical point or points of interest (e.g. store location), allowing the advertiser to recommend certain actions based on the consumer’s relative position.

Location-Based TargetingWithin a single campaign, executions may vary based on the quality of the location data

ACCURACY: METRO LEVELEXECUTION: GEO-AWARE

ACCURACY: BLOCK LEVELEXECUTION: GEO-FENCE

If Verve Location Service (VLS) receives block-level data (lat/long & WiFi), we can provide dynamic messaging within geo-fenced campaigns that can display more precise location messaging.

If VLS only receives metro-level data (carrier IP), the dynamic messaging will display all locations, to cover a broader area via a geo-aware campaign.

Geo-Aware Dynamic Ads

Geo-Fence: RadioShack

Geo-Fence: west elm

Geo-Aware: Burger King Dynamic

Best Practices: Location Targeting

1. Not all location data is created equal

2. Set an appropriate radius based on store density

3. Know when to use Geo-Aware vs Geo-Fencing

4. Leverage Geo-Aware to augment and refine Geo-Fencing

5. Limit use of additional targeting variables when applying location targeting, run multilevel plan instead

6. Audience clusters are only as good as your location data

Thank you…now let’s go ski!

Greg HallinanChief Marketing Officer(760) 479-0055greg@vervewireless.com@ghallinan @vervewireless