Navteq expects this investment to enhance its ability to meet the growing demand for interactive advertising delivered onto location-aware devices as well as gaining a deeper expertise into this interactive advertising space. "NAVTEQ has more than seven years experience in location-based advertising and this investment will serve to further strengthen our expertise on the delivery side of the equation," commented John MacLeod, executive vice president at NAVTEQ.
Acuity Mobile's Embedded Mobile Advertising Platform (EMAP) technology is a marketing solution that provides geographically targeted advertising. The company provides platform-independent, real-time, interactive advertising content which can be targeted based on relevance of offer, recipient preference, and precise location. The service supports campaign management, tracking and reporting as well as APIs for integration of ads into a large number of applications and platforms.
Navteq’s subsidiary Traffic.com was already using Acuity Mobile's EMAP technology to enhance Traffic.com's delivery of targeted real-time advertising to mobile devices with live local traffic information for the top 50 U.S. metropolitan areas. Through an agreement announced in March 2007, Traffic.com has the exclusive license to implement Spot Relevance with mobile traffic content.
Using Acuity's EMAP technology, NAVTEQ will enable clients to target consumers with real-time and geographic precision. In turn, consumers will have advertising move with them, as their mobile mapping applications unobtrusively present ads, offers, coupons, or other promotions, based on their opted-in preferences. The ads might feature audio, rich graphics, or calls to action such as routing to the closest advertiser storefront.
Read our interview with Acuity Mobile’s CEO here.