Catalina Launches Personalized Mobile Advertising For CPG Brands

AUSTIN--(BUSINESS WIRE)--At the 2013 SXSW® Interactive Festival, Catalina, the personalized digital media company, unveiled BuyerVision Mobile, the mobile ad solution for CPG brands with the ability to deliver personalized media based on in-store purchase history. Already influencing more than 230 million shoppers through the leading in-store media network, Catalina’s new offering delivers personalized mobile advertising to 70 million households.

“Only Catalina could deliver this level of personalization for CPG brands to move media and advertising forward so dramatically. Mobile is the most exciting advertising channel, and the combination of Catalina’s personalization expertise and our patent-pending mobile targeting creates a unique advertising experience.”

“BuyerVision Mobile represents a huge breakthrough in mobile advertising,” said Chris Henger, Catalina’s executive vice president of digital. “We’ve always believed it is critical to put only the most relevant messages in front of consumers, and this is even more imperative in the highly personal, immersive mobile experience. Catalina’s expertise and insights allow our CPG brand clients to not only deliver personalized mobile ads to high-value shoppers, but to measure their impact based on actual in-store sales.”

Relying on brand and category insights from the largest database of shopper history in the world, Catalina’s BuyerVision Mobile enables CPG brands to target their most valuable consumers via mobile based on what they like, need, want and buy, wherever they are in the purchase path – in the store, on the go or at home.

Mobile advertising increases brand awareness three times more effectively than online advertising, according to the InsightExpress “Mobile Consumer Research” report. And, eMarketer predicts mobile ad spending will increase by 77 percent in 2013. However, advertisers struggle with getting the right message and media in front of the right mobile users. BuyerVision Mobile, developed by Catalina in partnership with 4INFO, solves the mobile targeting problem by delivering personalized mobile advertising to anonymized mobile IDs based on their in-store purchase history. BuyerVision Mobile brings the effectiveness of personalized advertising to iOS and Android users through in-app, mobile video or mobile web, enabling CPG brands to reach their most valuable shoppers on the device they use most.

“Now, CPG brands and their agencies can build mobile campaigns targeting the most valuable consumers, and measure the impact based on in-store sales,” said Tim Jenkins, CEO of 4INFO. “Only Catalina could deliver this level of personalization for CPG brands to move media and advertising forward so dramatically. Mobile is the most exciting advertising channel, and the combination of Catalina’s personalization expertise and our patent-pending mobile targeting creates a unique advertising experience.”

Catalina utilizes the buying history of millions of U.S. households to target mobile advertising to a brand’s most valuable consumers by relying on shopper-purchase data matched to anonymized households via Nielsen Catalina Solutions, Catalina’s joint venture with Nielsen.

“Matching mobile IDs to households via a privacy-compliant matching process allows marketers to personalize advertising for their desired audiences. Once an ad has been delivered, BuyerVision Mobile closes the loop by measuring in-store sales lift,” said Mike Nazzaro, CEO for Nielsen Catalina Solutions.

This new offering rounds out Catalina’s BuyerVision product suite, delivering personalized media across online display, video and now mobile.

About Catalina

Catalina's personalized digital media drives lift and loyalty for the world’s leading CPG brands and retailers. Catalina personalizes the consumer’s path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world. Catalina is based in St. Petersburg, FL, with operations in the United States, Europe and Japan. To learn more, please visit www.catalinamarketing.com or follow us on Twitter @catalina.