Purchase-based targeting is growing in popularity among mobile media buyers, writes Mark Walsh. Mobile marketers such as Catalina's BuyerVision Mobile derive the data from customer-loyalty programs to focus on more likely buyers in grocery stores where shoppers will ignore 98% of the products to find the 2% they're looking for. Bonin Bough, Mondelez International vice president of global media and consumer engagement, says that Catalina's targeting has helped the company reach consumers at the "zero moment of purchase," leading to higher than ever conversion.

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