Quattro Delivers 'Where' to Mobile Advertisers

  |  September 9, 2008   |  Comments

Mobile ad network partners with an iPhone application developer to target location-based ads to consumers.

Global positioning and location-aware capabilities of the iPhone are identified by many users to be among one of the top features for the iPhone, and targeted by many developers creating apps for the handset. Quattro Wireless, a mobile advertising network that works with online sites to provide a mobile presence, partnered with uLocate to implement location-based ads for a local search application called Where.

Quattro and uLocate today announced they will work together to bring contextual value to the local search application. Quattro extends its iPhone ad network, called In-APP Network, with iPhone-specific ad units including location-based overlays, ad sponsorships for location-based keyword search, widgets, map options, and banners. ULocate will be providing the local search engine.

"Hearing from advertisers, we see the marrying of the rich, interactive experience...with location advertising as the Holy Grail," said Eswar Priyadarshan, chief technology officer at Quattro Wireless. "It's infusing the Where application in all kinds of ways with advertising capabilities."

Users will be able to conduct search-to-map keyword advertising. One example offered by Priyadarshan is in the case where a user conducts a search for "headache" or "Advil" and a pharmacy such as Walgreens advertises to gain greater visibility with highlighted store locations. Sponsored stores will have more prominent listings than organic results for drug stores in the area.

Another example, the widget sponsorship, allows for a brand or a brand's product to be highlighted on the widget map homepage. Stores can highlight their locations on the map when users conduct searches, even when not directly related. Quattro believes this may appeal to big box and national retailers such as Wal-Mart or Staples, though restaurant chains can also take advantage of the opportunity.

Banners within the search pages provide contextual relevance, and learn from the user behavior. "Because you are on the phone, we know where you are, what's driving you, you've experessed interest in figuring out food options and where you are tonight," said Priyadarshan regarding a search within the widget designed for Yelp, a site for consumer-generated reviews of local businesses.

Integration with Where gives Quattro's In-APP Network more reach. Its advertisers, including Toyota, Herbal Essences, Sony, Comcast, and LionsGate, have been asking for more iPhone, and more location-aware applications.

Where is a location-based search application to help users find area businesses and information. It's been available in the iPhone App Store, and has become one of the top 10 navigation apps. New users will download the ad-supported version while existing users will be prompted to update their current version to the ad-enabled Where.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

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.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...