DENVER – Location based services (LBS) specialist Useful Networks announces it has earned the Gold Award for best location-based advertising (LBA) technology with its AdWhere™ Platform at the 2009 Mobile Advertising and Marketing Awards.
The AdWhere platform uses location technology in mobile networks to target consumers with location-specific advertising on their mobile devices. LBA increases the value of mobile advertising by improving targeting and facilitating deeper levels of consumer engagement.
Useful Networks also published the results of two large-scale trials, which demonstrated the effectiveness of location based advertising over standard mobile advertising. The trial campaigns ran in cooperation with a Tier 1 U.S. Carrier and were designed to allow users to find the nearest quick serve restaurant or car dealership by clicking on a mobile banner ad.
Both trials involved two separate call-to-action banner ads enticing customers 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 was required to manually enter postal codes to find nearby store locations. The LBA trials showed that location-enabled campaigns increased Store Finder conversion rates by 300 percent in the quick serve restaurant trial and 1,000 percent in the automotive dealership trial.
“Our goal 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.
“Our mission is to make location a core element of the mobile marketing experience, while protecting the privacy of the consumer and enforcing the policies set forth by the mobile operators and regulators. These trials are conclusive evidence that location adds measurable value to mobile advertising campaigns, and we’re proud to be officially recognized by Visiongain’s MAMA Awards,” added Levin.
Details on the trials: https://mmaglobal.com/studies/groundbreaking-lba-trials-prove-effectiveness-useful-networks.
More information on the MAMA Awards: http://mobithinking.com/blog/mobile-advertising-and-marketing-awards-winners-include-turkcell-admob.
Information on Useful Networks: http://www.useful-networks.com.
About Useful Networks
Founded in July 2006, Useful Networks powers cross-carrier location aggregation for both carriers and content providers. Their PlaceWhere™ platform reduces costs, time to market and complexity in launching location aware products. Useful Networks is a privately held subsidiary of Liberty Media. For more information, visit http://www.libertymedia.com.
