Location Based Mobile Advertising  

The biggest objective and challenge the mobile industry face today is to increase the number of people who consume mobile content, while at the

same time increasing the amount of content that people consume. As more content is made available to mobile consumers, content providers and application developers find it more and more difficult to get customer mind-share and wallet-share.

Two effective ways to achieve this objective is through the delivery of content that is relevant to the consumer and through making the access to the content as affordable as possible, if not free. This is precisely what location-based mobile advertising does, i.e. delivering content that is relevant to the location of the consumer, while advertisers subsidise the content delivery.

Location-based mobile advertising is one of the areas of the mobile industry that is in its infancy but there is no doubt that in the years to come, this will enable content providers to reach more consumers.

Creativity Software has worked for a number of years in the mobilisation of branded content on one hand, and in the delivery of LBS <Location Based Services> solutions on the other.

In partnership with leading advertising agencies now Creativity Software offers mobile operators / wireless carriers, device manufacturers and branded content owners the ability to deliver location-based mobile advertising solutions.

Location-based mobile advertising can be delivered on proximity using the mobile location positioning infrastructure of the mobile operator, or it can be delivered based on geo-fences defined by the advertiser (as are delivered when a user enters or exist the predefined geo-fence). Alternatively the ads can also be delivered based on the location selected by the user (for example if a consumer in London is looking on his / her mobile for travel content in Athens, an ad relevant to travelling to Greece is shown, e.g. hotels in Athens).