NAVTEQ has released the results of its first location-targeted campaign in Europe by a global brand advertiser, McDonald’s.
The campaign, powered by NAVTEQ LocationPoint Advertising, enabled McDonald’s to deliver location-relevant mobile ads to users of Nokia Ovi Maps when they were within a certain distance of McDonald’s 82 restaurants in Finland. The ad campaign promoted a McDonald’s cheeseburger for €1. Consumers who clicked on the ads saw the details of the promotion, and could receive driving or walking directions to the nearest store location.
The campaign delivered a 7% clickthrough rate, and of those who clicked through, 39% selected the click-to-navigate option, which offered ‘drive to’ or ’walk to’ navigation to the nearest McDonald’s location, using Nokia’s Ovi Maps navigation.
“Targeting consumers when they are near our locations and then navigating them right into our stores is powerful marketing for McDonald’s,” saysTomi Wirtanen, Head of Marketing for McDonald’s Finland. “We are thrilled with the results from this campaign. NAVTEQ LocationPoint proved that location targeted mobile advertising does indeed drive foot traffic into our restaurants.”
Tuula Rytilä-Uotila, Vice President Location at Nokia, believes that NAVTEQ is uniquely positioned to bridge the digital and physical worlds by combining its location assets with Nokia’s consumer reach. “As consumers turn to their mobile devices for more services, such as music, maps, and entertainment, contextually relevant advertising can enhance the consumer experience while minimizing costs of the services to users,” he says.
And Christopher Rothey, Vice President Market Development and Advertising for NAVTEQ, flags up the unique characteristics of mobile as a marketing channel. He says:
“If you look at what the mobile environment brings to advertising, it’s two things, personalisation and location, and if you involve those in an ad campaign, you get high relevance, which is extremely valuable to both the advertiser and the consumer.
“McDonald’s is among the first advertisers in Europe to provide insight into the growing location-based advertising market. The outstanding performance of the McDonald’s campaign validates the promise that location-based ads are more relevant to the consumer and greater relevance means higher impact.”
The campaign, powered by NAVTEQ LocationPoint Advertising, enabled McDonald’s to deliver location-relevant mobile ads to users of Nokia Ovi Maps when they were within a certain distance of McDonald’s 82 restaurants in Finland. The ad campaign promoted a McDonald’s cheeseburger for €1. Consumers who clicked on the ads saw the details of the promotion, and could receive driving or walking directions to the nearest store location.
The campaign delivered a 7% clickthrough rate, and of those who clicked through, 39% selected the click-to-navigate option, which offered ‘drive to’ or ’walk to’ navigation to the nearest McDonald’s location, using Nokia’s Ovi Maps navigation.
“Targeting consumers when they are near our locations and then navigating them right into our stores is powerful marketing for McDonald’s,” saysTomi Wirtanen, Head of Marketing for McDonald’s Finland. “We are thrilled with the results from this campaign. NAVTEQ LocationPoint proved that location targeted mobile advertising does indeed drive foot traffic into our restaurants.”
Tuula Rytilä-Uotila, Vice President Location at Nokia, believes that NAVTEQ is uniquely positioned to bridge the digital and physical worlds by combining its location assets with Nokia’s consumer reach. “As consumers turn to their mobile devices for more services, such as music, maps, and entertainment, contextually relevant advertising can enhance the consumer experience while minimizing costs of the services to users,” he says.
And Christopher Rothey, Vice President Market Development and Advertising for NAVTEQ, flags up the unique characteristics of mobile as a marketing channel. He says:
“If you look at what the mobile environment brings to advertising, it’s two things, personalisation and location, and if you involve those in an ad campaign, you get high relevance, which is extremely valuable to both the advertiser and the consumer.
“McDonald’s is among the first advertisers in Europe to provide insight into the growing location-based advertising market. The outstanding performance of the McDonald’s campaign validates the promise that location-based ads are more relevant to the consumer and greater relevance means higher impact.”
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