Garmin - Ads on GPS Provides Free Traffic Feeds
In a report last week by the KC Biz Journal, Garmin let out that the coming models (Nuvi 265T, 265WT, 275T and the Nuvi 755T, 765T, 775T, 785T) will provide free traffic feeds for life. To facilitate this, the GPS units will be coming with ads; location relevant ads at that. It's all a part of the NAVTEQ traffic and interactive ad delivery service. "Ads for nearby businesses will appear along the bottom of the screen only when the vehicle has been stopped for at least 10 seconds." according to the KC Biz Journal.
NAVTEQ delivers advertising, along with the traffic content, over its RDS network. The advertising is designed to complement the drivers' experience and is contextually relevant. For example, a driver can click on an ad to view specific restaurant information and route to the restaurant's location.
Research indicates consumers accept and even expect advertising if there is a clear value exchange and if the advertising is relevant and unobtrusive. According to research commissioned by NAVTEQ and carried out by Ipsos Understanding UnLtd in early 2008, traffic information has the highest perceived value and the greatest impact on consumers of all dynamic content types including gas prices, parking information, movie listings and times, and flight status information.
"By providing customers like Garmin an advertising-based revenue model in conjunction with RDS traffic data delivery, we believe that more drivers will have access to the most up-to-date traffic information to better manage their daily commutes," commented John MacLeod, executive vice president for NAVTEQ. "Drivers benefit by receiving free traffic while offering advertisers a new location-targeted environment to engage consumers."
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Posted by Scott Martin at September 15, 2008 9:14 PM