RBR-TVBR has learned that Navteq Media Solutions, the sales arm of Traffic.com, has leveraged the company’s recent acquisition of Acuity Mobile Marketing to develop a comprehensive mobile marketing platform for the broadcast industry.
NMS has scheduled private previews of their new offerings for television and radio execs during NAB, stressing new revenue opportunities and a barter model. Brett Medellin, Director of Sales and Affiliations for Navteq Media Solutions, while not officially confirming the deal, did tell us that “As providers of station content, our objective is to provide stations with a means to generate additional revenue. Our meetings with stations this week at NAB will showcase a means to do just that.”
Navteq, which bills itself as the world leader in turn-by-turn navigation and location-based services, is owned by Nokia, the dominant mobile phone manufacturer in the world, though US sales have lagged in recent years. Acuity appears to have carved out a strong presence in the rapidly emerging mobile space, establishing a varied client base including major gaming operators, sports franchises, car rental companies and financial services firms.
NMS packages and sells 10-second traffic and info sponsorships, acquired through their Traffic.com service and strategic media partnerships, including The Associated Press.
RBR-TVBR observation: With continued growth in the mobile space, the combined expertise of Navteq, Nokia and Acuity could provide a significant boost to the broadcast industry in the form of one-on-one listener experience and new revenue tools. The barter option will also be a plus for budget-challenged operators.
