You’ve probably seen an application called “Where” on Android Market, and if you haven’t, you should definitely check it out. Whereas apps like Yelp!, Movies and Zagat attempt to offer geo-based apps on specific needs, Where tries to be your end-all be-all when you need to know ANYTHING about the world immediately around you. The company has their app on the iPhone, BlackBerry, Android, WebOS and now they’ve got their own local mobile ad network to boot.
This is a HUGE area of upcoming growth in the mobile world and it isn’t hard to see why combining location based information with ads and coupons could be ridiculously lucrative. Where wants to tap into that potential and I’ve got to think they have a good shot.
The company was previously running generic ads and since switching over to targeted, local ads they’ve tripled click through rate and boosted their ad revenue considerably. That makes sense to me and is especially telling about the potential of location-based advertising – it can be helpful and consumers can WANT to engage themselves with advertisers when the ads are relevant to their current place, situation and needs. The Where Ads network seems capable of handling all these variables.
The company has gathered 10 application publishers with similar challenges to launch the network. Don’t be surprised if you see them grow to become an industry powerhouse – the opportunity is there and they’ve got a pretty darn good start.