SOURCE: Varick Media Management

Varick Media Management

April 11, 2016 10:24 ET

Varick Media Management Releases Limited Mother's Day Package

Drive Audience Toward Gift Purchases for Loved Ones

NEW YORK, NY--(Marketwired - Apr 11, 2016) -  With Mother's Day just a few weeks away, programmatic advertising company Varick Media Management has announced the release of a limited-time package to reach last-minute shoppers looking for the perfect gift for their loved ones. Varick's Mother's Day package provides retail brands with the opportunity to engage audiences through various platforms in order to drive gift purchases as the holiday approaches.

Last year, the National Retail Federation found that consumers are spending more than ever on Mother's Day gifts. In 2015, consumers spent approximately $172 on gifts for the mom in their lives. Popular gifts vary from flowers to jewelry and clothing, meaning that advertisers ranging from florists to high-end department stores can benefit from a well-rounded media plan. Advertisers that leverage Varick's cross-channel media package remain top of mind with consumers who are shopping for Mother's Day gifts. This package includes the following strategies aimed at driving consumers to the right place to make their purchase:

  • Instagram placements to showcase images of gift ideas to a brand's audience as well as to its competitors' audiences
  • Branded pins on Pinterest to engage users who browse boards related to Mother's Day
  • Facebook ads that leverage the platform's user data to promote gift ideas and drive brand interactions
  • Keyword targeting to promote ads alongside Mother's Day content and keep a brand top of mind while a consumer is looking to make a gift purchase
  • Dynamic site retargeting to entice customers to purchase products that they have previously browsed

Varick's multi-channel approach begins with driving product awareness though social media placements and results in driving consumers to make purchases with retargeting.

"We see a lot of consumers waiting until the last minute to make their Mother's Day gift purchases," said Jim Caruso, SVP of Product Strategy at Varick. "This strategic package provides retail brands with the opportunity to reach these last-minute consumers through a full funnel strategy to ultimately drive sales volume."

About Varick Media Management
Varick Media Management is a programmatic advertising company servicing brands and agencies with proprietary campaign management software, Alveo. This platform enables marketers to build data-driven creative assets, buy across multiple inventory and data sources, and measure campaign performance through a single interface. Varick's service rests on three pillars for programmatic success: a world-class technology platform, transparency into all aspects of campaign deployment and optimization, and a full-service trading practice that leverages data science to drive campaign results.

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