Case Study: Target achieves higher holiday campaign CTRs with Verve Group

Target boosts mobile CTR to 1.95% with Verve

Target, a major American retail corporation, wanted to drive store traffic and increase sales during the critical Black Friday and Cyber Week period. Their challenge was to amplify holiday excitement and create engaging ad experiences that would boost brand recall and favorability. They partnered with the vendor Verve Group for a mobile advertising campaign.

Verve developed a five-stage mobile campaign using high-impact rich media with video and expandable units, alongside standard banners. They secured exclusive mobile takeover opportunities and prime ad placements with premium publishers, targeting both loyal shoppers and competitive conquests. The campaign was highly successful, achieving a 1.03% CTR for the rich media takeover and a 1.95% CTR specifically on Black Friday, significantly outperforming the 0.93% CTR for standard banners.

Target