Interpublic, Navteq demonstrate location-based ad targeting

Provider of digital map data for location-based solutions and vehicle navigation, Navteq,  is working with the Interpublic (IPG) Emerging Media Lab to demonstrate LocationPoint advertising featuring new mobile location-based targeting capabilities for marketers. 

The IPG Emerging Media Lab, a division of Mediabrands, allows Interpublic agencies worldwide, their clients, marketers and vendor lab members access to new trends and technologies shaping the advertising industry.

The Lab will feature an array of location based services using Navteq LocationPoint advertising technology.  These demonstrations will allow marketers to experience the benefits of pinpoint consumer targeting with engaging interactive promotions using mapping and GPS technology.  The Lab will also work with Navteq to facilitate meetings with IPG agencies and their clients. 

Available across mobile phones, PNDs and in-vehicle navigation systems, Navteq LocationPoint advertising empowers 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 directly relevant to their mobile experience. 

Benefiting both the advertiser and the consumer, Navteq LocationPoint precisely targets on-the-go audiences with highly relevant promotions while offering mobile consumers unobtrusive, location aware advertising content that can enhance their navigation experience.

Navteq LocationPoint provides mobile consumers with the following capabilities:
Precisely located retailer and service storefronts can be embedded in the Navteq map to be discovered and viewed by consumers who travel in proximity to advertiser locations
Contextually relevant promotional advertising can be displayed on device screens of nearby navigation users as they request location content such as points of interest (POIs) and traffic information or view maps.

Timely interactive promotions can include special offers, coupons and sweepstakes to engage users and drive customers to the advertiser's front door

Navteq LocationPoint advertising services are particularly relevant to categories targeting consumers-on-the-go: fuel, food and drink, convenience, grocery, pharmacy, auto services, lodging, banking and retail shopping.  Navteq LocationPoint can increase storefront awareness and drive store visits by reaching users when they are already in-market.

"With the rapidly increasing consumer demand for GPS–based systems and mobile navigation content, we're helping marketers take advantage of powerful advertising opportunities.  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," said David Klein, vice president, Navteq.  "This exciting work with the IPG Emerging Media Lab will bring these new capabilities and benefits to life for marketers, and I look forward to working with IPG agencies and their clients."

"Location-based services are one of the most exciting and relevant solutions for marketers to explore in the coming year," said Lori H. Schwartz, senior vice president, director, IPG Emerging Media Lab.  "Navteq is best-in-class in its category and we are thrilled to be working together to share the technology with our agency and marketer partners." 

"The introduction of Navteq into the Lab environment will help us demonstrate applications and solutions on mobile phones, PNDs and 'in-car' devices.  Navteq and the Lab will continuously update demonstrations with enhancements to enable a cutting edge experience for our Lab partners," said Jorge Chediak, vice president, director of planning and development, IPG Emerging Media Lab.

The IPG Emerging Media Lab is enabling the digital future by focusing on the dynamics between technology, behavior and communications.  The Lab was 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 thought leadership from an array of industry leaders.  It features a digital living room, a smart kitchen, mobile room, state-of-the-art conference center, and a Digital Out-of-Home Experience.