Useful Networks (UN), a location-based services (LBS) specialist that develops location-based advertising (LBA) technology with its AdWhere Platform, released the results from recent large-scale trials which demonstrate the effectiveness of LBA over standard mobile advertising.
The AdWhere platform targets consumers with location-based advertising on their mobile devices. Advertising to a consumer based on where they are at that moment increases the value of mobile ads because it facilitates deeper levels of consumer engagement, UN says.
The trials were conducted with the help of a Tier-1 US carrier. They were set up to allow users to find the nearest quick-serve restaurant or car dealership by clicking on a mobile banner ad, and involved two separate call-to-action banner ads that urged the customer to find local store locations.
The trial-group banner ad asked users to "opt-in" to find the nearest stores using their current location. The control group had to manually enter postal codes to find nearby store locations.
Results showed that location-enabled campaigns increased Store Finder conversion rates by 300% in the quick-serve restaurant trial, and 1,000% in the automotive dealership trial.
"The goal of the trials was to show that location-enablement increases brand exposure by amplifying conversion rates, allowing brands to reach the right people with the right message at the right time in the right place – increasing the likelihood of consumer response," said Useful Networks CEO, Brian Levin, adding that the trials are conclusive evidence that location adds measurable value to mobile advertising campaigns.
Useful Networks won the gold award for best location-based advertising (LBA) technology with its AdWhere Platform at the 2009 Mobile Advertising and Marketing Awards.
Last year Google launched Search for mobile which allows to locate searchers and serve them local advertising based on that data.
In 2007, entertainment site Heavy.com partnered with Digital Element to deliver geo-targeted content, language, and online ads to its visitors.
