Bike brands target shoppers via mobile

Vespa, Moto Guzzi identify shoppers who have been to dealerships

Sense Networks, a company that delivers mobile ads based on mobile location and behavioral targeting data, has launched two campaigns for Piaggio Group Americas (PGA), the North American importer of Italian motorcycle and scooter brands Vespa and Moto Guzzi.

The Vespa and Moto Guzzi brands targeted scooter and motorcycle enthusiasts using Sense Networks’ Retail Retargeting solution — the first solution of its kind to market, according to the company — enabling the brands to identify shoppers who have been to their retail location and to then retarget these shoppers with timely and relevant mobile ads.

Sense Networks, partnering with PGA’s digital agency partner, Resolute Digital, retargeted mobile users who had visited Vespa and Moto Guzzi dealers in the U.S. and demonstrated lifestyle and demographic attributes, such as motorcycle enthusiasts (mobile users who have visited other motorcycle dealers) and high household income.

By applying machine-learned modeling during the campaign, click-through rates (CTRs) for modeled segments reached 0.75 percent versus an untargeted CTR of 0.16 percent. This was an increase of 4.69 percent over the untargeted segment. Interstitial ads reached 2.33 percent CTR — a 14.56 percent increase over untargeted ads.

“Sense Networks’ unique approach to mobile targeting helped us to reach our key audience,” said Melissa R. MacCaull, vice president of marketing, Piaggio Group Americas. “While other mobile advertising providers may have simply geo-fenced targets and sent ads to anyone near a Vespa or Moto Guzzi retailer, we worked with Resolute Digital to seek a more strategic approach that goes beyond traditional location-based campaigns. We wanted to reach consumers who are considering a scooter or motorcycle and have a lifestyle that makes them a legitimate prospect, based on past behaviors. Sense was able to help execute on that vision.”

Since launching Retail Retargeting one year ago, 85 percent of Sense’s clients are now leveraging Retail Retargeting to deliver mobile ads targeted towards a prospect, based on their historical shopping behavior. Sense has built 165 million user profiles, allowing the company to target the most relevant prospects, based on location, behavioral and lifestyle attributes. Providing a greater level of campaign insights, Sense is now delivering Interactive Performance Maps of click and redemption locations. Based on individual user behavior, the maps show where mobile audiences are located when clicking on ads or redeeming mobile coupons. Brands can review hot spots of mobile audience activity to inform future marketing activities.

“Sense has been perfecting its Retail Retargeting technology, enabling brands to understand who they should retarget and when,” said David Petersen, CEO, Sense Networks. “By analyzing mobile location data and its context, we have built 165 million behavior-based user profiles to help brands understand their ideal target audiences. Now we are able to deliver even greater insights into how consumer location correlates to behavior and campaign success with Interactive Performance Maps. These real-time maps allow brands to understand who is clicking on ads and where they are located to deliver a new level of consumer understanding.”