MapQuest Test Drives In-Map Ad Offering

  |  January 8, 2008   |  Comments

The mapping site is placing Lat49 network ads on its Gas Prices sub-portal.

With gas prices skyrocketing, many drivers are eager to find the lowest prices available in their local area. MapQuest is giving them what they want: directions to the cheapest gas in their vicinity. And along the way, it's serving up geo-targeted ads courtesy of Idelix's Lat49 map-based ad network.

MapQuest is one of 50 publishers to adopt the Lat49 API to install ads into maps, and is testing the system with its MapQuest Gas Prices portal before deciding on a further rollout.

"We plan to evaluate the success of the program to determine if and how to expand� our use of advertising on the map within other areas of," Allie Burns, a spokesperson at AOL for MapQuest, told ClickZ in an e-mail. "We believe there is significant potential for advertisers to leverage on-the-map advertising as another avenue to engage [visitors]. Working with Lat49, our aim is to provide that opportunity for advertisers without sacrificing the consumer's experience."

Ads appearing over the MapQuest Gas Prices site are geo-targeted, generally relate to travel services and should appeal to local advertisers, according to Tiffany Chester, director of marketing and business development for Idelix Software.

The Gas Prices portal carries information on over 100,000 stations around the country, updated several times a day by the Oil Pricing Information Service.

Lat49 launched last June to allow ads to be placed directly over specific areas of a publisher's map. As online maps have evolved through the use of AJAX and Flash developer environments, fewer pages are refreshed and users are able to scroll from location to location with a drag of the mouse, which typically results in fewer banner ads being served to viewers. With Lat49, text ads are shown on specific areas of a map regardless of how users get there.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!


Matthew G. Nelson

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.



Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.


    Information currently unavailable


    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...