Millions of users of Maps@Mail.ru, the major mapping service in Russia, will see POIdo geocontext ads
Russia’s leading internet portal Mail.ru became the first Russian web resource displaying geocontext ads. POIdo ads will be shown in Maps@Mail.ru, a mapping service providing data about road traffic in Moscow, St. Petersburg and other big Russian cities.
The new geocontext advertising service is a perfect fit for the mainstream business audience. POIdo ads are equally useful for both large companies with numerous locations and small businesses serving local clients, such as shops, cafes and car washes.
Geocontext advertising is especially lucrative for small businesses that lack large advertising budgets. Advertisers register and then launch ad campaigns by establishing virtual billboards on a map of the city and adjusting ad display range and price per view. Moreover, advertisers can limit the time the ad displays and choose what to pay for: view, click, call or coupon.
The geocontext nature of POIdo ads means the user of Maps@Mail.ru would only see an ad if it corresponds to her interests and is located within her area of interest. As a result, the user treats these ads as a free value-added service instead of considering them spam. For example, a user can see a list of nail salons in a given part of the city.
"Integration of POIdo with Maps@Mail.ru is a key step in the development of geocontext advertising in Russia," – says Nick Mikhailovsky, POIdo CEO, "Two to three million ads shown each day are significant even for Russia’s most prominent advertisers. As for the cost, it still remains sufficiently lower than that of traditional promotion methods. Agreement of POIdo and Mail.ru is a breakthrough of geocontext advertising establishing a bright outlook for the very concept of location-based advertising."
Mail.ru provides a new service to advertisers; integrating geocontext advertising into its offerings is yet more proof of its technological leadership.
POIdo is an advertising platform displaying geocontext-targeted ads based on a user’s precise location, context and behavior in applications on mobile phones, portable navigation systems and internet sites.
POIdo was launched in March 2010 and offers its services to businesses in the Moscow region. LBA services will be available in other regions and countries shortly.
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