TeleNav debuts navigation-based mobile ad platform

Location-based solutions provider TeleNav introduced a drive-time search and navigation mobile advertising platform enabling marketers to reach consumers on the go. According to TeleNav, the mobile ad platform delivers relevant, targeted promotions based on the location and context of the consumer's search query, also supplying marketers with action-based metrics like "Drive-to-Rate"--which captures the number of users who view an ad and then drive to the business located spotlighted in the promotion--as well as more traditional benchmarks like impressions, click-thru rates and calls.

TeleNav navigation solutions are available on more than 500 mobile devices spanning all major operating systems--millions of consumers utilize its services (both ad and non-ad enabled) each month, logging about 700 million minutes of application usage time and viewing over 40 million mobile search pages every 30 days. The firm adds that 84 percent of search views occur when users are in their car.

TeleNav's new mobile ad platform arrives as its premium navigation solution faces mounting competition from free turn-by-turn services like Google Maps for mobile and Nokia's Ovi Maps. TeleNav presently serves as exclusive provider of the Sprint Navigation service--in late July, the firm said it is in active negotiations with Sprint concerning changes to the current per subscriber revenue model as well as provisions for new revenue opportunities from premium products, advertising and mobile commerce. TeleNav anticipates that any extended agreement would result in declines in ARPU along with significant revenue reductions.

For more on TeleNav's mobile advertising launch:
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