NAVTEQ LocationPoint™ Advertising Campaigns on Poynt Beat Average Mobile CTR

NAVTEQ's location-aware mobile ad network debuts on Poynt location-aware apps; consumer engagement tops 11%

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Apr 12, 2011, 08:00 ET

CHICAGO, April 12, 2011 /PRNewswire/ -- NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world, today announced results of its first hyper-local ad campaign targeting millions of users of the Poynt application ("Poynt" or the "App") (TSX-V: PYN).

Among the most recent publishers to join the NAVTEQ LocationPoint ad network, one of the world's fastest growing mobile ad networks of its kind, Poynt is a leading location-based app available on Android™, BlackBerry®, iPhone™, iPod Touch™, and Windows Phone 7™ mobile devices. Poynt is a convenient and timesaving GPS-enabled application that connects consumers to local businesses, people, restaurants, movie theatres and gas prices at the moment they want to buy or acquire products or services.

In a series of highly-targeted campaigns, NAVTEQ LocationPoint delivered location- and contextually-aware ads to Poynt users actively conducting related searches. The maiden campaign featured hyper-local ads for national gas station and restaurant brands throughout the United States. All four campaigns performed three to five times better than the industry average* click-through rate (CTR) of .49 with an average CTR of 2.68% across campaigns. Post-click user engagement ranged from 4.49% to as high as 11.25%, depending on advertiser.

"The combination of location and contextual search proved extremely effective in this series of campaigns," said Andrew Osis, CEO, Poynt Corporation. "The results underscore the value to our users as well as to potential advertisers."

"The campaign results exemplify the power of location when combined with search," said Christopher Rothey, vice president, advertising, NAVTEQ. "LocationPoint is the way to reach consumers when they're in a mindset to buy."

NAVTEQ LocationPoint™ is a location-based mobile advertising network that delivers ads to smartphone users when they're in the proximity to go, buy and shop at advertised merchants. Location-aware ads guide users to advertised merchant locations. NAVTEQ LocationPoint provides brand advertisers with large-scale audience reach, ability to actively engage consumers near points of purchase and route them to advertised merchants, and metrics that measure return on investment.

*Source: Chitika 2010

About NAVTEQ

NAVTEQ is the leading global provider of location content in the form of maps, traffic and places data that enables navigation, location-based services and mobile advertising around the world. NAVTEQ supplies precise, comprehensive location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company was founded in 1985 and has more than 5,400 employees located in 214 offices in 49 countries.

For more information on NAVTEQ Media Solutions, please visit www.navteqmedia.com or follow us on Twitter at @NAVTEQMedia.

About Poynt Corporation

Poynt Corp. (about.poynt.com) is a global leader in the mobile local advertising space. Their Location Based Search application, Poynt (www.poynt.com), enhances the consumers' ability to connect with the people, businesses and events most important to them. Poynt is available on BlackBerry smartphones, iPhone and iPod Touch, Android, Windows Phone 7 and Nokia QT devices in Canada, the United States, Europe and Australia. Poynt Corp. entered the mobile publishing space with the recent acquisition of an advertising publishing platform. Key contracts on both the supply and demand sides are in place to provide inventory into the platform and publishers to display the inventory. Whether through the Poynt Local Search App or the Ad Publishing Platform, Poynt Corp. simplifies connecting consumers with businesses, retailers and events. Headquartered in Calgary, AB, Canada, Poynt Corp. trades on the TSX Venture Exchange under the symbol PYN.

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SOURCE NAVTEQ