Navteq LocationPoint Ad Network Expands with Major New Publishers Worldwide
February 14, 2011Global map provider Navteq today announced it has dramatically increased the reach of its LocationPoint Ad Network by forming partnerships with RIM and Samsung, in addition to an ongoing collaboration with Nokia. Also joining the Navteq LocationPoint ad network are location-based app providers Appello, CoPilot Live, Navigon, NDrive, Poynt, and Telmap.
The expansion positions Navteq as a leading aggregator of top-quality ad inventory that spans devices, apps, and global regions, according to the company.
Navteq LocationPoint is a location-based mobile advertising network that delivers ads to smartphone users when they’re in the proximity to go, buy, and shop at advertised merchants. Location-aware ads delivered to users when they’re approaching potential points of purchase guide users, step-by-step and turn-by-turn, to advertised merchant locations, Navteq said. This network expansion paves the way for the Navteq LocationPoint Advertising Network to provide brand advertisers with large-scale audience reach, ability to actively engage consumers near points of purchase and route them to advertised merchants, and metrics that measure return on investment, the company said.
As the provider of map and location content to major handset makers, mobile operators, mobile application developers and automotive companies, Navteq is positioned to organize the marketplace so companies can participate and make money on mobile ads, the company said, adding that Navteq provides an "ad ecosystem" where publishers can monetize their high-value content.
Navteq has conducted trial and commercial campaigns on its LocationPoint Ad Network through 2010. A European effort for McDonald’s garnered 7 percent consumer click-through rates and won an EMMA for Europe’s most-effective location-based mobile ad campaign.
“This announcement marks a positive shift for the mobile advertising industry,” said Linda Barrabee, research director, Connected Intelligence, NPD Group. “It is significant to see such big players come together to create a global hyper-local advertising play, and very necessary to build enough audience reach for advertisers.”
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