It's all about location, location, location. Find out how you can deliver the right incentive, at the right time of day, at the right location, based on consumer preferences.

It's no secret that the main goal of brand marketers is to connect with consumers and get their attention. And the only way to achieve this goal is to reach them in a targeted, relevant manner at a time when they are most susceptible to a brand's message and offering. Thus, how better to ensure a brand is present at the right moment than to travel right alongside consumers?

Location-based advertising is the key to connecting with consumers at the right time and in the right places, says David Klein, vice president of advertising sales for NAVTEQ Media Solutions. Mapping, point-of-interest content, and location-tracking technology -- all three are enabling brands to deliver value to consumers, while simultaneously boosting their own bottom lines.

One-way devices such as portable navigation devices (PNDs) represent one opportunity for brands looking to deliver location-based advertising, Klein says. With worldwide PND sales projected to reach 1.2 billion devices by 2013, the size of the potential audience is tremendous. NAVTEQ's LocationPoint solution enables advertisers to reach consumers on these devices with location-relevant messages based on the neighborhoods they're travelling through. These ads are integrated into the content, so as to not disrupt from the user experience, and they provide clear calls-to-action, such as click-to-route, click-to-coupon, and click-to-call.

Klein says click-through rates on certain PNDs have proven to be well over 2 percent, and this rate increases notably for offer-based ads. "The special sauce for marketers is combining location with offers," he says.

Location-based advertising is demonstrating equally impressive results when it comes to two-way mobile devices, says Klein, noting that benefits of location-based advertising on consumers' wireless devices include the following:

• Hyper-targeted: Advertisers can target their customers based on their exact location and proximity to retail locations.
  
• Integrated: Advertisers can incorporate their offers into the content on a consumer's mobile device, seamlessly adding to the user experience.
  
• Compelling: Advertisers can deliver value-added offers within relevant content, thereby enticing customers to take action.
  
• Optimizing ROI: Location-based advertising lends itself to detailed campaign metrics that enable brands to refine their campaigns and eliminate waste.

NAVTEQ also provides brands with a means to keep their location data complete and accurate on consumers' one-way and two-way devices. After all, many mapping services feature outdated and inaccurate data when it comes to retail locations. But by tapping into NAVTEQ's Direct Access service, companies can ensure that consumers can find their brand on NAVTEQ maps, even when new locations open and existing ones close or move.

Lori Luechtefeld is editor of iMedia Connection.

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