It took us a while, but we finally got some answers from NAVTEQ on what exactly their ad network is about. Looks like the Nokia ad network they were managing on Airtel, is being expanded to other publishers under the NAVTEQ Ad Network banner. So it’s not really a map based, but just a another mobile advertising network, that will utilize NAVTEQs location aware capabilities, so far on Nokia’s Mobi.com and Airtel. The responses from NAVTEQ:
What exactly is the NAVTEQ Ad Network?:”In India, NAVTEQ offers premium mobile ad network services through mobile publishers that include Nokia mobi.com and partners like Airtel. We provide brand-safe, interactive ad services that deliver high-impact click through rates and prolonged engagements with the end user, such as the 8.77 CTR (click through rate) for Zee Studios. A consumer sees a banner ad on their phone, clicks through to an advertiser’s mobile site, and goes on to respond to various campaign drivers, such as click to view video, click to call, click for coupon, click to take a quiz. In India, the NAVTEQ Mobile Ad Network will evolve to include robust location intelligence capabilities already harnessed by the NAVTEQ mobile ad network in the United States and running in trials in Europe. Infusing the network with location intelligence means users will receive location- and contextually relevant ads as they approach points of purchase and can also click to map or click to navigate to those local retailers.”
On what type of targeting they do: “Our mobile ad network offers flexibility where it comes to targeting. Essentially, we target by balancing what the advertiser wants against what the publisher can provide, but examples include targeting by age, gender, marital status and household income. We can also include behavioral data, e.g. users that browse sports sites on WAP or send a lot of text messages or download music. In the case of Zee Studios, we targeted the campaign in two phases, to two different household income levels. Each advertiser will define a set of criteria on consumer targeting, and then NAVTEQ works with partners to help deliver against campaign objectives.”
Earlier (June 23): Nokia owned navigation solutions company NAVTEQ has launched its mobile advertising network in India: the company announced that English language movie channel Zee Studios used their solution to promote its upcoming movie schedule to Airtel mobile users, a campaign which yielded a click-through rate (CTR) of 8.77%. NAVTEQ promoted a free to download mobile application, which showcased movies, synopsis, critiques, and a calendar synch option which set reminders for movies they were interested in watching.
A few days ago, Sandy Agarwal, director, Asia/Pacific and Middle East, at NAVTEQ Media Solutions had told Light Reading that they’ll be launching location based advertising solutions in India “by the end of this calendar year.” So we’re not quite sure of what exactly NAVTEQ Media Solutions has launched since they’ve only announced the campaign, not the details of the ad network, or its location capabilities. We’ll update this post once we get more info from NAVTEQ.