Nokia's mobile advertising arm, Navteq, is buying Acuity Mobile, the US-based marketing firm that can track the movements of phone users and send targeted promotional information. Under the deal, carried out for an undisclosed sum, Navteq plans to use Acuity’s patented mobile advertising technology to keep pace with Apple's iPhone and new Android-based smartphones, which offer application developers and advertisers the opportunity to make use of location-tracking functions.
Acuity’s technology can pinpoint mobile users with great accuracy, allowing marketers to present them with constantly relevant advertisements, offers and discounts as they walk down the street. Ads can also be multimedia, integrating sound, images and video clips as well as text.
Chris Rothey, vice-president of advertising at Navteq, says: "Our research indicates that the more finely we target advertising, the higher value it brings to consumers and advertisers alike ? Acuity Mobile technology is an important piece of this."
StrategyEye's related categories: Advertising Agencies - Mobile Marketing, Advertising Delivery - Mobile, GPS Navigation Devices
StrategyEye's related companies: Acuity Mobile, Nokia, Navteq Corp
