Auto brand will use technology from Navteq to serve ads to users close to its dealerships.
European 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.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014