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Catalina Unveils Targeted Mobile Ad System

AUSTIN, Texas — At the 2013 SXSW Interactive Festival here, Catalina, St. Petersburg, Fla., unveiled a mobile ad system for CPG brands — called BuyerVision Mobile — with the ability to deliver personalized offers based on a shopper’s in-store purchase history, and then measure the impact on store sales.  

Campbell Soup is participating in a pilot of BuyerVision Mobile, said John Caron, vice president of marketing for Catalina.

BuyerVision Mobile, developed by Catalina in partnership with 4INFO, delivers “privacy compliant” personalized mobile advertising on mobile apps, video or websites to unidentified mobile IDs based on in-store purchase history. The purchase history is also linked to unidentified households via Nielsen Catalina Solutions, Catalina’s joint venture with Nielsen.

Catalina’s checkout coupon printers are linked to than 230 million shoppers and the company says the mobile system can delivers mobile ads to 70 million households or some segment thereof. Notably, said Caron, “we can close the loop and measure the impact of the mobile ads on in-store sales.”

Caron said that the system can deliver personalized ads without knowing the name of a particular shopper. The mobile ads appear on a slew of mobile publishers with whom Catalina has relationships, including CBS, USA Today the NFL and AOL.

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