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.
For better or worse, Google My Business (GMB) and Knowledge Graph (KG) are transforming mobile local search. It pays to watch the areas of innovation, such as hotels, restaurants and movies as these signal Google’s intentions.
Click-through rates for a business website fall with its position in organic search results. But what is the effect when organic results are pushed further and further off screen by paid ads, Google My Business listings and Knowledge Graph?
On Monday, Netflix reported that it added 370,000 new subscribers in the U.S. in the third quarter, 20% more than the 300,000 it ... read more
Snapchat Discover has been a hit with publishers that want access to the popular messaging app’s highly-desirable audience, and some reports even ... read more