NAVTEQ LocationPointTM Advertising
Goal
NAVTEQ Media Solutions conducted a U.S. Advertising pilot across their locationPoint Advertising network. Retail advertisers from various brick and mortar retail segments were invited to participate. The goal was to demonstrate that location targeting significantly improves consumer response rates in the form of click-thru-rates (CTR) but ultimately drive consumers into the retail locations for proven return on investments.
Solution
"When travel planners are traveling by car and making last minute hotel decisions, we were able to put Best Western at the top of their minds. NAVTEQ’s LocationPoint Advertising was successful in reaching our core customers and the results are proof positive."
Managing Director, eCommerce, Advertising & Creative Services Best Western International
NAVTEQ Media Solutions ran a 6 month campaign (length of campaign varied by advertiser) with 14 advertisers across their LocationPoint Advertising network promoting each of the brands and their locations. Advertisers consisted of hotel, food, auto, fuel and large department/retail stores. A teaser ad led users to multiple opportunities to interact with the ad; click for offer, click to route, click for store information, click to web url, click to map and click to save the ad for later use.
Results
As expected, NAVTEQ’s LocationPoint Advertising proved to be an especially responsive medium due to the precise location targeting and contextually relevant ads. With NAVTEQ’s LocationPoint Advertising, Advertisers’ were able to reach consumers when they were out and about.
Overall the campaign delivered strong results:
- Average monthly CTR 1.6% - more than 3 times higher than the .48 CTR industry average*
- 39% of consumers engaged with a call to action
- 8% “clicked to coupon” to view the offer
- 5% “clicked to route” to the store location
- 4% “clicked to map” the store location
*Chitika online ad network
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