NAVTEQ LocationPoint Ad Network Sees Consumer Engagement Top 11%

NAVTEQ LocationPoint, the location-aware ad-network from the leading GPS provider, has published the results of its first hyper-local ad campaign targeting millions of users of the Poynt mobile application running on Android, Blackberry and iOS. In a series of campaigns, NAVTEQ LocationPoint delivered location- and contextually-aware ads to Poynt users actively conducting related searches.  The initial campaign …   Read More

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NAVTEQ LocationPoint, the location-aware ad-network from the leading GPS provider, has published the results of its first hyper-local ad campaign targeting millions of users of the Poynt mobile application running on Android, Blackberry and iOS.

In a series of campaigns, NAVTEQ LocationPoint delivered location- and contextually-aware ads to Poynt users actively conducting related searches.  The initial campaign featured hyper-local ads for national gas station and restaurant brands throughout the United States.  All four campaigns performed three to five times better than the industry average click-through rate of .49% with an average CTR of 2.68% across campaigns.  Post-click user engagement ranged from 4.49% to as high as 11.25%, depending on advertiser.

NAVTEQ’s LocationPoint platform delivers ads to smartphone users when they’re in the proximity to go, buy and shop at advertised merchants.  The ads are unique in that they guide users to advertised merchant locations, so the effectiveness is much higher than traditional mobile ads.  Ads feature built-in calls to action such as “click to map” to guide users step by step to the retailer’s location.

NAVTEQ recently signed its first large-scale automotive brand to its LocationPoint platform as well, developing a hyper-local campaign for Peugeot.  The ads invite mobile users to detour to their local Peugeot dealer to test drive the sleek, compact Peugeot RCZ—enticing them with a special lease deal of 299 Euros per month.  The campaign targets users as they approach one of 428 Peugeot dealers across France.

“The choice of medium reflects the technological spirit of the brand and the campaign complements the overall communication plan for the RCZ,” explained Marc Giulioli, Marketing Director Peugeot France. “The ability of NAVTEQ LocationPoint to generate traffic into the dealerships by targeting and engaging people on-the-go as they near points of purchase is a very powerful marketing tool.”

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