Target maximizes CTRs with holiday season campaign
Verveʼs prime ad placements were a bullseye for Targetʼs Black Friday and Cyber Monday mobile ad campaigns.
1.03%
CTR for rich media takeover
0.93%
CTR for standard mobile banner
1.95%
CTR on Black Friday
Opportunity
Target wanted to drive traffic to its stores and increase sales volume per customer by amplifying excitement over the holiday sales period, including Black Friday and Cyber Week. The aim was also to create relevant and engaging ad experiences for customers that contributed to brand recall and overall favorability.
Solution
Verve developed a five-stage mobile campaign utilizing several variations of creatives. These ranged from high-impact rich media with video and animation functionality to expandable units showcasing multiple engagement points such as tap-to-map. Verve also worked with its top premium publishers to establish exclusive mobile take-over opportunities and prime placements relevant to Targetʼs audience. Targeting tactics were based on loyal Target shoppers and competitive conquesting.
About Target
Target is an American retail corporation headquartered in Minneapolis, Minnesota. It is the seventh-largest retailer in the US, and one of the largest American-owned private employers.