The GRID Introduces Location-Based Advertising

Vodacom offers location-targeted advertising to South African mobile social network subscribers

The GRID, Vodacom’s location-based social network mobile phone Java application, has been around for a couple of years.

Now, however, the network has grown in size, which has made it economically viable to test various advertising-based revenue models.

Location-based advertising offer location-specific marketing messages to users connected to the network via their mobile phones.

Early advertisers on the new platform include Nandos (a fast food restaurant), Sportscene (a sports clothing retailer), Jay Jays (a trendy fashion outlet), and Synergy pharmacies.

Nando’s have used the platform, for example, to alert users as to the location of their outlets and special offers that may be available.

Trend Impact: With the majority of South Africans accessing the Internet via their mobile phones, The Grid’s location-based advertising model seems like a perfect fit for a society obsessed with innovative uses for their mobile devices. This could be the powerful, location-relevant advertising model that the mobile generation welcomes with open arms.

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