I read with interest how Vodafone is rolling out a range of location-based advertising services, including branded icons promoting products and services in the vicinity of individual users.
The mobile operator is set to launch a new offering that will allow advertisers to brand ‘points of interest’ on its mapping service later this summer.
Although this is in the early stages Vodafone claim to be in discussions with potential advertising partners so that users will be able to download an offer coupon for a restaurant or shop as they walk along.
The operator’s trial of in-map advertising marks the first time it has given brand owners access to the service, which is available for £49 a year or can be downloaded in part for free.
The launch coincides with a boom in mobile marketing, with the latest figures from the IAB showing the sector grew by 99.2 per cent last year to £28.6 million.