Chicago – June 20, 2011 – NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world, today announced the findings of research conducted to measure consumer acceptance of mobile ads within the navigation context. The research is noteworthy for makers of navigation devices and apps who are considering how to best implement mobile ads to create positive end user experiences and, as a result, greater ad impact for advertisers.
The objectives of the study were to determine what types of dynamic and other location content appeal most to users, measure tolerance for mobile ads in exchange for content, and understand consumer perceptions of various forms of advertising when integrated within the navigation experience.
Overall, the research showed that acceptance of advertising in navigation apps is high in Europe—67% percent of consumers say they valued promotional offers in exchange for free use of their favorite content. The research found consumers placed the highest value in—and said they’d most often use—real-time traffic services. The insight is significant in that it suggests location-based mobile ads served in the context of traffic services command a higher degree of consumer use and attention and may provide a higher return on investment for advertisers.
The most valued content services are traffic information, area incident notification, petrol station locator, parking locator, and interactive 3D data-modeled maps of complex interior spaces such as those that are available through NAVTEQ’s just-launched Destination Maps. The majority of survey respondents expressed they would use interior maps like Destination Maps at least once a week and would value ads in exchange for access to the content.
“The research shows most persuasively that real-time traffic and location-based advertising is a powerful combination. For publishers, it means they can increase the stickiness of their apps with highly valued content like NAVTEQ Traffic™, and support that content with ads that are relevant to the location experience via NAVTEQ LocationPoint ads,” said Christopher Rothey, vice president, advertising, NAVTEQ. “For advertisers, it means higher ROI when mobile ads are served within a highly valued and often-used context such as traffic.”
The research showed:
- Sixty-seven percent said they would accept ads in exchange for access to their favorite location content service. Acceptance was highest in Spain (82%) and Italy (69%)
- Consumers in Europe ranked traffic as #1 content service they value most
- The traffic information service would generate the highest frequency of use among respondents (72% would use it on a weekly basis)
- Fifty-four percent expressed interest in receiving indoor location content in exchange for ads
- The preferred type of advertising is discounts/vouchers, followed by merchant information
- The preferred categories for Location-Based Advertising in the navigation context are parking garages and petrol stations followed by tourist information and attractions and restaurants
The online survey sampled 1,021 cell phone navigation users, Personal Navigation Device (PND) and in-vehicle navigation users in France, Germany, Italy, Spain and the UK.
NAVTEQ is the leading global provider of location content in the form of maps, traffic and places data that enables navigation, location-based services and mobile advertising around the world. NAVTEQ supplies precise, comprehensive 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 5,600 employees located in 213 offices in 50 countries.
For more information on NAVTEQ Media Solutions, please visit www.navteqmedia.com or follow us on Twitter at @NAVTEQMedia.
NAVTEQ, NAVTEQ Traffic and LocationPoint are trademarks in the U.S. and other countries. All rights reserved. Other trademarks are the property of their respective owners.
For further information: Kim Isele