NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world, today announced early results of a first-of-its kind location-aware mobile ad services campaign in the United Kingdom.
The O2 campaign promoted the chance to win free concert tickets to a local concert or special event. NAVTEQ LocationPoint in conjunction with high-quality Ovi Maps delivered location-aware ads to Nokia smartphone users as they approached one of more than a dozen O2 concert venues throughout the U.K. Campaign results show an initial click-through rate of 20%. Of those, 40% of consumers visited the mobile web site to register to win or clicked on a map showing the venue location and 16% requested an Ovi Map orienting or directing them to the venue.
Available in the United States and across Europe, NAVTEQ LocationPoint Advertising leverages NAVTEQ’s location content and capabilities to pinpoint where mobile consumers are, deliver ads and calls to action within close proximity to advertised points of purchase, and guide them to the merchant’s doorstep. Built-in calls to action including “click to map” and “click to web” drive traffic to advertised locations and make the network unique.
“We are always looking for innovative ways to communicate through new technologies,” said Shadi Halliwell, Head of Brand at The O2. “LocationPoint advertising has enabled us to be more relevant with our messages whilst offering people in the local area the chance to win free tickets to one of our venues.”
“NAVTEQ lets advertisers intelligently tap into the rich potential of mobile for branding and advertising,” said David Barker, NAVTEQ Director Ad Sales Europe and Africa. “NAVTEQ’s LocationPoint advertising services is the solution that allows big destinations like O2 to drive consumers in their doors—and do it in ways that can be measured to show proof of return on investment.”
Telefónica O2 UK Limited is a leading communications company for consumers and businesses in the UK, with 21.6 million mobile customers and over 700,000 fixed broadband customers as at 30 June 2010. Telefónica O2 UK Limited is part of Telefónica Europe plc, a business division of Telefónica S.A. which uses O2 as its commercial brand in the UK, Ireland, Slovakia, Germany and the Czech Republic, and has 54.5 million customers across these markets.
NAVTEQ (avteq.com) is the leading global provider of maps, traffic and location data (digital location content) enabling navigation, location-based services and mobile advertising around the world. NAVTEQ was founded in 1985 and now supplies comprehensive digital location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company is celebrating its 25th anniversary in 2010, proudly supported by approximately 5,100 employees located in 212 offices in 48 countries.
NAVTEQ and LocationPoint are trademarks in the U.S. and other countries. All rights reserved.
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