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Vodacom introduces location-based advertising
Vodacom has introduced location-based advertising (LBA) with the latest and fifth version of its mobile social networking platform, The Grid, which went live yesterday, Thursday, 14 May 2009. Also launched was a new website and mobile java application for The Grid, and API OpenGrid.
As defined by Wikipedia, “Location-based advertising (LBA) is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their mobile devices.”
Delivered based on cellphone location
Vincent Maher, Vodacom portfolio manager for social media, explains: “One of the most significant elements of the new web site and Java application is that some of the advertisements are delivered based on the location of your cellphone.
“For launch we have partnered with Nandos, Sportscene, Jay Jays and Synergy pharmacies to deliver advertising within radii ranging from 0 - 10km from your physical location, delivered via the web. When an ad is location-targeted on the web you will see a line of text below it that tells you how far away from you the physical location is.
“Nandos have used this to pinpoint some of their stores in Cape Town on our maps and have customised each ad to that specific location.
Location-targeted
The Java application also now has two new text ads on the dashboard which may also be location-targeted and clicked on by the user.
Maher further explains that the site was built 100% on top of the new OpenGrid API, which allows partners to use its location-based service (LBS) which aggregates MTN and Vodacom and to use all the backend functionality of The Grid.
“Although it's called OpenGrid, we are not opening it to the general public because of the legal and privacy agreements that first need to be in place to guarantee our users' safety,” says Maher.
“That being said, we are looking for development partners and are set to assist with the launch of one new service built on the API during the coming two weeks.”
The Grid, which launched in Tanzania in April, won a Comms MEA Award for New Telecommunications Service of the Year last year.
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