Navteq Claims High Response rate to Location Based Adverts
Published on: 7th Sep 2011
Note -- this news article is more than a year old.
Navteq has published the results of its first hyperlocal mobile ad campaign for an automotive brand in Europe, Peugeot.
Peugeot tapped into Navteq's LocationPoint location-aware mobile ad network to target mobile users as they neared one of 428 Peugeot dealerships across France. The ads invited consumers to drop by their local Peugeot dealer to test drive a new car - and further enticed with a special lease deal of EUR 299 per month.
The result? The campaign scored a 1.25% click-thru rate, more than double the 0.49% average industry response rate for mobile ad performance (Chitika 2010). Of those who clicked through, 29% asked for driving directions to the nearest Peugeot dealer and hundreds clicked to call their local dealer and learn more.
"The ability to target consumers as they near our dealerships and then guide them directly to the door is very powerful marketing and the results of this campaign were excellent," said Marc Giulioli, Marketing Director Peugeot France. "In addition to those people who chose to go directly to an outlet, our dealerships also received 640 telephone calls enquiring about the RCZ leasing offer."
Navteq is a subsidary of Nokia.