March 26, 2007 - NAVTEQ's Traffic.com Selects Acuity Mobile to Drive Next Generation Mobile Advertising
Acuity's Embedded Mobile Advertising Platform (EMAP) to Enhance Real-Time Advertising with Traffic Updates in 50 Metropolitan Areas
Greenbelt, MD, March 26, 2007 - Acuity Mobile, a leading provider of mobile marketing content delivery technology, announced today its EMAP technology has been selected for the embedded mobile advertising for Traffic.com, a NAVTEQ (NYSE: NVT) company. Traffic.com, a leading provider of real-time personalized traffic information for drivers coast-to-coast, was recently acquired by NAVTEQ, a leading global provider of digital maps for vehicle navigation and location-based solutions.
Acuity Mobile's EMAP technology delivers Spot Relevance™ -- content based on time, context, location and user preference. This patented technology will enhance Traffic.com's delivery of targeted real-time advertising to mobile devices with live local traffic information for the nation's top 50 most traffic congested metropolitan areas. Through this agreement, Traffic.com has the exclusive license to implement Spot Relevance with mobile traffic content.
"Our focus continues on the creation of innovative advertising solutions for advertisers looking to reach consumers in-the-moment when buying decisions are made," said Christopher Rothey, chief operating officer of Traffic.com. "After surveying the market, we selected Acuity's EMAP platform to extend the power of our mobile advertising services with unique hyper-local targeting enabling us to send advertisers' messages at the right time and in the right place. Acuity Mobile will help us make this happen."
EMAP technology will increase the relevance and impact of Traffic.comÆ real-time customized traffic reports. The agreement with Traffic.com will deliver a new level of dynamic marketing for advertisers and help fuel the next generation of location-enabled applications.
"NAVTEQ's Traffic.com is a leader in the delivery of highly relevant personalized traffic content, and we are very pleased they have chosen our EMAP platform," said Alan Sultan, co-founder and president of Acuity Mobile. "More and more organizations are recognizing that in order to capture the value inherent in mobile marketing, content and advertising must be tailored to each customer's actual location, interests and time of day. Anything less is more likely to be seen as spam and quickly abandoned by consumers. Working with an industry leader like Traffic.com gives us an incredible opportunity to showcase the value of Spot Relevance in practice."
About Traffic.com
Traffic.com is a leading provider of personalized traffic information for drivers coast-to-coast.
Through the industry's most advanced data collection infrastructure, Traffic.com provides
comprehensive coverage to 50 Designated Market Areas (DMAs) encompassing 83 of the most traffic
congested U.S. cities. Traffic.comÆ solutions include predictive traffic trends, vehicle speeds,
congestion levels, travel times, and delay times. Customers include broadcast media, interactive,
portable navigation, data services businesses and government agencies, and solutions are delivered
via radio, television, Web, wireless device, and in-vehicle navigation systems. Traffic.com's
unique multi-platform distribution network creates unique, powerful branding opportunities for
advertisers, enabling them to expand their reach and target consumers with useful, relevant
content multiple times per day. Traffic.com's business partners include AOL, Comcast, Garmin
International Inc., Microsoft, The Weather Channel, and XM Satellite Radio.
About Acuity Mobile
Acuity Mobile is a leading provider of mobile marketing content delivery solutions. Acuity
Mobile's Embedded Mobile Advertising Platform (EMAP) is a patented technology that enables
Spot Relevance™ - the ability to deliver targeted marketing content to the right person,
at the right time, in the right location. EMAP technology is used by carriers, advertisers
and content owners to ensure that relevant content (ads, offers, traffic, weather, etc.)
is delivered directly to mobile users based on their interests, time of day and geographic
location. The technology behind EMAP was first developed in 2000 and patent
protected since 2003. Acuity Mobile harnesses the power of mobility to improve content
delivery for marketers and their consumers. For more information, please visit
www.acuitymobile.com.
Media Contact: Christopher Parente, 301-408-4500, cparente@gotostrategic.com