Home  › Media › Mobile
navteqpeugeot

Peugeot Launches Location-Based Mobile Ads in Europe

  |  April 13, 2011   |  Comments

Auto brand will use technology from Navteq to serve ads to users close to its dealerships.

navteqpeugeotEuropean auto manufacturer Peugeot has launched a location-based mobile ad campaign in France, designed to target users as they approach dealerships there and encourage them to test drive the brand's new RCZ model.

The campaign, powered by Navteq's LocationPoint ad product, will serve ads to users close to one of 428 individual Peugeot outlets throughout the country.

Those ads will appear across Navteq's network of mobile applications, which reaches around 150 million users a month globally, the company said. The units will feature built-in calls to action including click-to-call and click-to-map to allow users to navigate to dealerships from their current location.

Location-aware mobile ads reflect the "technological spirit" of the Peugeot brand, the company's marketing director Marc Giuliolo suggested. "The ability… to generate traffic into dealerships by targeting and engaging people on the go as they near points of purchase is a very powerful marketing tool," he said.

In February Navteq took a large step forward in expanding the reach and scale of LocationPoint, areas of weakness according to some agencies. The company added major handset manufacturers RIM and Samsung, as well as location-based app providers Appello, CoPilot Live, Navigon, NDrive, Poynt, and Telmap.

Throughout 2010 the company conducted trial and commercial campaigns in both the U.S. and Europe for brands including Puma, Domino's, McDonald's, and Best Western.

Speaking with ClickZ in February, Navteq's director of publisher relations, Shawn Gunn, said the company was targeting its sales efforts to marketers with physical locations, such as quick-serve restaurants and retailers, for example.

Peugeot's campaign is targeting users within a range of several kilometers of its outlets, but an advertiser could use the platform to geo-fence a region as small as a few feet in diameter, Gunn Said, providing brands with numerous locations the ability to target extremely accurately.

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!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

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.

WEBINARS

Jobs

    • 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...