Mobile-Based Buyers Zero In On Purchase Data, Ad Targeting
The promise of location-based targeting has long been a selling point for mobile advertising. With more people using their phones as mobile wallets, targeting by purchase behavior is emerging as an option to lure marketers to mobile.
Purchase-based targeting was the focus of a panel titled “Mobile Marketing: Demographics Are Dead,” at the Mobile Marketing Association’s New York Forum on Friday. Much of the discussion centered on the efforts of personalized digital media company Catalina, which offers the Scan It! app for scanning and buying groceries at supermarkets like Stop & Shop and Giant.
Todd Morris, executive vice president, mobile marketing at Catalina, said the Scan It! program generated $1 billion in transaction volume last year and adds 1 million new users a month. He noted that smartphone shoppers, on average, spent 40% more than other customers because offers that mobile users get while browsing the aisles encourage more buying.