TeleNav Launches Location-Based Mobile Ad Platform
Sep 14, 2010 1:50 PM –
TeleNav, one of the largest global wireless location-based services providers, launches location-based mobile ad platform allowing advertisers to reach consumers while driving. TeleNav mobile ad platform uses search and GPS data to target business drivers are looking for when using their turn-by-turn navigation software available in virtually every feature phone plus smartphones (see our in-depth Android app review of TeleNav GPS Navigation).
One thought may come up immediately, for example Google already offers a similar service combination; Google Local Business Center, Google Maps, Google Maps Navigation, and AdWords. TeleNav aims to fill in the voids by delivering relevant and targeted ads to users based on the location and context of their search query, and by providing advertisers with action-based metrics such as “Drive-to Rate”, a metric that captures the number of users who viewed an ad and chose to drive to the advertiser’s business location. They have seen click through ratios of 3.8% (average Internet advertising CTR is between 0.2%-0.3%), plus 24% conversion of users drive to a business after clicking on an ad.
TeleNav aims to serve highly targeted location-relevant ads at the point of need offering detailed information such as deals, menu, phone number, address and of course turn-by-turn directions within their software. With the service comes analytics reporting showing detailed performance metrics. The service is relevant to restaurants, hotels, retail outlets, gas stations, any business looking to drive customers.