Best Buy is running a highly targeted campaign that features offers and local store inventory to drive consumers to its mobile properties and store locations.

The company teamed up with ShopSavvy and Longboard Media for the mobile initiative. The companies have joined forces to offer highly targeted ad campaigns via ShopSavvy?s AdOns platform.

?Best Buy is generally considered an innovator and early adopter of advertising technology,? said John Boyd, cofounder/vice president of business development at ShopSavvy, New York.

?There is no more targeted ad experience you can generate than a mobile ad on ShopSavvy,? he said.

?The potential of mobile advertising capacity is just getting started; agencies and brands are just starting to adopt.

?Over the next 3-6 months, the advanced potential of ShopSavvy targeting will start to be utilized, with support from Longboard Media. Everyone else is just selling banners.?

ShopSavvy empowers smartphone users to quickly and seamlessly locate, research and buy products at the point of sale.  

Longboard Media is a shopping vertical ad network providing direct sales, ad serving and monetization to leading shopping publishers and online retailers.

Mobile retailer
The Best Buy campaign is currently running with feature offers, local store inventory and branding content delivered when ShopSavvy users scan relevant products at Best Buy locations. 

The campaign targets ShopSavvy users who scan tablets, laptops and consumer electronics for a back-to-school campaign for two months.

According to Mr. Boyd, it is the first of a series of several campaigns that target location and intent of shoppers when they are trying to make the best purchase decision possible inside retail stores.

?When back-to-school shoppers are shopping for specific products such as tablets, laptops and consumer electronics, the campaign reminds them of related products they might also be interested in purchasing at Best Buy, driving online and in-store sales,? Mr. Boyd said.

Best Buy campaign
When a consumer scans specifics products, they are prompted to add to a "checklist" of Best Buy products that fall in the Back to School category, encouraging them to purchase the scanned product, as well as related products at Best Buy ? either in-store or online.

?It's to nudge them to make additional purchases ? the possibilities of AdOns targeting go well beyond this initial campaign,? Mr. Boyd said.

?To give you an idea of something we have coming up soon ? a consumer scans a specific TV brand at a specific retailer, then a competing TV brand runs an ad for a comparable model and displays three reviews that explain why their model is better and cheaper than the one you originally scanned,? he said.

?The consumer is then offered a coupon for an additional 25 percent off if they buy it right now with ShopSavvy's in-app payment mechanism, so it's ready for in-store pickup or home delivery within the hour. This is the kind of advertising that we believe will eventually be the norm for mobile consumers. The opportunities for early adopters are significant.?

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York