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 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

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

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.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...