CHICAGO, June 2 /PRNewswire/ -- NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world, today released findings of its most recent U.S. advertising trial that shows the potential of its LocationPoint™ Advertising network in converting click throughs to paying customers.
The findings cap a months-long U.S.-focused trial of NAVTEQ LocationPoint™ that showed advertisers posted a click-through rate (CTR) high of 2.49%--more than 13 times the .19 average of online banner ads(1). More important, the NAVTEQ trial found that of those consumers who clicked on location-intelligent ads, 39 percent clicked through for additional details including turn-by-turn or step-by-step directions to the advertised merchant's retail location.
Launched 18 months ago, NAVTEQ's LocationPoint™ ad services harness NAVTEQ's unrivalled location content and capabilities to pinpoint where consumers are, deliver ads and calls to action within a few feet of advertised points of purchase, and guide them to the merchant's doorstep. Built-in calls to action including "click to map" and "click to navigate" bolster consumer engagement with ads, drive traffic to advertised locations, and make the service unique.
The findings of the latest U.S. trial, on the heels of a similar NAVTEQ trial recently concluded in Europe, demonstrate the persuasive power of LocationPoint™ where it comes to meaningfully engaging consumers and motivating them to visit advertised store locations.
The U.S. findings echo a just-concluded NAVTEQ trial in Europe which resulted in a 7 percent CTR and a 39 percent conversion to "click to map." That trial featured McDonald's ads offering deals on burgers to mobile users as they approached McDonald's restaurants in Finland.
"Location is the new demographic. It's no longer just about age, gender, and socio-economics, but about reaching mobile users who are in a geographic position to buy," said Chris Rothey, vice president, NAVTEQ Media Solutions. ""These findings show the power of LPA in helping advertisers find location-relevant consumers and guide those consumers into stores."
NAVTEQ is the leading global provider of maps, traffic and location data (digital location content) enabling navigation, location-based services and mobile advertising around the world. NAVTEQ supplies comprehensive digital location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company was founded in 1985 and has approximately 4700 employees located in 204 offices in 46 countries.
NAVTEQ and LocationPoint are trademarks in the U.S. and other countries. All rights reserved.
(1) @2009 Forrester Research, Inc.