A US-based provider of navigation solutions has recently launched its services in China to help companies tap into the second largest economy in the world.
NAVTEQ, which provides maps, traffic and location data enabling navigation, said it has launched NAVTEQ LocationPoint mobile ad network in China to help businesses develop targeted and relevant offers to reach out to China's consumers through their mobile devices.
NAVTEQ LocationPoint is a platform-independent service that helps advertisers effectively roll out their campaigns based on the location of mobile users and their proximity to local merchant outlets. The service uses NAVTEQ's location content and capabilities, including its maps which are accessed 100 million times daily.
"LocationPoint provides advertisers with a dynamic new medium to reach on-the-go consumers with more relevant, high-impact advertisements," said Chris Rothey, vice president, NAVTEQ. "The platform enables publishers to explore new revenue streams for their high-value content while adding value to the consumer experience."
To get into the ad network, publishers and developers can choose from any of two NAVTEQ applications -- REST API provides deeper customisation options or the WebApp API for iOS and Android apps -- to build targeted ads for advertisers.
NAVTEQ cited a Forrester Research 2011 study indicating the increase in mobile ad spending this year. "Forrester expects marketers around the world to finally allocate dedicated resources to mobile. In the US, for example, Forrester forecasts that marketing spend on mobile display ads and search will pass US$1 billion in 2011, stated the Forrester Research Mobile Trends 2011.
Sign up for MIS Asia eNewsletters.