NavTeq Service Targets PNDs with Relevant Ads

February 1, 2009 GPS World

Digital map provider NavTeq has rolled out its LocatoinPoint advertising service, which provides location-based targeting capabilities for marketers.

Available for mobile phones, PNDs, and in-vehicle navigation systems, NavTeq LocationPoint advertising is designed to give marketers with the ability to reach and engage consumers where and when they make shopping and purchasing decisions.

Research indicates more favorable consumer reaction to advertising when its directly relevant to their mobile experience, said David Klein, NavTeq vice president. “We know from our research that consumers accept and even expect advertising in exchange for content. They see this exchange as adding value when presented in the right location-relevant context and integrated tactfully within the navigation experience.”

LocationPoint provides inclusion of advertiser storefront information in NavTeqs map and helps users find their way to these storefronts. LocationPoint also enables advertisers to promote their locations with interactive targeting of consumers in the vicinity of their storefronts.

Contextually relevant promotional advertising can be displayed when users request points of interest (POIs) and traffic information. Promotions can include special offers, coupons, and sweepstakes to engage users and drive customers to the advertiser’s front door.

“We believe that this new advertising service provides a valuable tool to meet industry needs,” Klein said. “Using NavTeq LocationPoint, advertisers can target mobile audiences with meaningful messages that provide immediate benefits to consumers exactly where and when they’re making purchase decisions.”

LocationPoint advertising services are particularly relevant to business that target consumers-on-the-go: fuel, food and drink, convenience, grocery, pharmacy, auto services, lodging, banking, and retail shopping.

LocationPoint can increase storefront awareness and drive store visits by reaching users when they are already in-market, the company says.

Laboratory Demos. To demonstrate the service, NavTeq is working with the Interpublic (IPG) Emerging Media Lab, based in Los Angeles. The IPG Emerging Media Lab, a division of Mediabrands, allows Interpublic agencies, their clients, marketers, and vendor lab members to experience new trends and technologies shaping the advertising industry.

The lab will feature an array of location-based services using LocationPoint advertising technology. Itwas built as both a physical space where agencies and clients can immerse themselves in the latest technologies, as well as a virtual space with a blog, weekly emerging media updates, and an online repository of thoughts from industry leaders. It features a digital living room, a smart kitchen, a mobile room, state-of-the-art conference center, and a digital out-of-home experience. The lab’s demonstrations are intended to allow marketers to experience the benefits of pinpoint consumer targeting with interactive promotions using mapping and GPS technology. NavTeq and the lab will update demonstrations with enhancements.

“The introduction of NavTeq into the lab environment will help us demonstrate applications and solutions on mobile phones, PNDs, and ‘in-car’ devices,” said lab vice president Jorge Chediak.

Garmin International was the first to join with NavTeq to bring an ad-supported navigation device to market, offering free lifetime traffic in North America available on its 2x5 and 7x5 series. Advertisers can engage consumers using these Garmin devices with an array of innovative calls to action including click to map, click to navigate, and click to coupon.

» MERGERS AND ACQUISITIONS

MiTAC Completes Purchase of Magellan Consumer

Taiwan’s MiTAC International Corp. has completed its purchase of the consumer product division of Magellan Navigation Inc., reiterating that it intends to maintain the brand in North America, along with its other brand, Mio.

Magellan’s consumer division will be renamed MiTAC Digital Corp. and function as a MiTAC wholly-owned subsidiary, but will continue to use the Magellan name and logo. The division will remain headquartered in Santa Clara, California. It will share technological expertise with Mio, even as the two brands remain separate.

EADS Astrium Buys SSTL

The European Commission has approved Netherlands-based EADS Astrium’s acquisition of the U.K.’s Surrey Satellite Technology Ltd. (SSTL), the University of Surrey spin-out company which specializes in the design and manufacture of small satellites and subsystems. The acquisition follows the approval of the European Commission in December 2008.

SSTL joins EADS Astrium following a decision by the University of Surrey to sell its majority stake of 85 percent in the small satellite manufacturer it founded. SSTL will remain an independent U.K. company with its individual brand while benefiting from access to EADS Astrium’s financial resources, according to the companies. Astrium will benefit from enhanced links with the University of Surrey to support staff training and development, also leading to greater cooperation and research.

PCTEL Acquires Wi-Sys

Chicago-based PCTEL, Inc. has acquired Wi-Sys Communications Inc., the Ottawa, Canada-based company that specializes in GPS antenna and receiver technology. PCTEL made the announcement January 5.

In 2008 Wi-Sys’s proprietary products and technology generated about $2.2 million in revenue. PCTEL will pay $2.1 million for Wi-Sys and will fully integrate the Wi-Sys operations into its Antenna Products Group.

Wi-Sys’ product line includes antennas for GPS L1/L2 and for Iridium and GlobalStar satellite communications systems. With this acquisition, PCTEL will extend its product offering and technology base of GPS antenna-receivers. The Wi-Sys product line will also be sold through PCTEL’s existing distribution channels.

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