Location or geo-based advertising is a hot topic for the online marketing industry. FourSquare and Facebook have both made moves towards geo-marketing. Home-grown start-up POIdo has also entered the fray with their service. It’s definitely one to keep on your radar.
POIdo has agreed publisher contracts with Yandex and Mail.ru maps, which enables they to display advertising to users on these platforms. When the user is searching for a specific address or is within a given radius of a advertiser, they will see a text advert. As a practical example – imagine you are meeting a friend —quickly checking your GPS-enabled mobile for directions— and you see an advert for a lunch cafe two streets away. Even better, they display a 2-for-1 offer only visible to POIdo users.
It’s easy to see how location-based advertising (LBA) can be effective and this is definitely a channel to keep watching. Early reports from the POIdo team have been very positive in regard to CTR and campaign R.O.I. for clients.