Map and location data provider NAVTEQ has published a survey about consumer reactions to mobile advertising within navigation.
Overall, 67% of consumers said they they were happy receiving promotional offers in exchange for free use of their favourite location-related content. Real-time traffic news was seen as the most valuable content for consumers, with 72% of respondents saying they’d use it on a weekly basis. Other valued content services included incident notification, petrol station locations, parking locations and interactive 3D maps of interior spaces (such as shopping centres).
Christopher Rothey, vice president of advertising at NAVTEQ, said “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. For advertisers, it means higher ROI when mobile ads are served within a highly valued and often-used context such as traffic.”
Consumers said their preferred type of advertising was discounts or vouchers, followed by merchant information.
The survey contacted over a thousand users in France, Germany, Italy, Spain and the UK.