Telecom Lead America: Urban Airship, a provider of push messaging to mobile devices, has unveiled its Location Messaging Service.
Its Location Messaging Service, as claimed by Urban Airship, allows marketers to offer better relevancy when engaging connected consumers.
The solution is designed to integrate the globally deployed push messaging service with segmentation and geofences to deliver targeted push notifications that drive greater response and engagement.
Marketers will benefit as they can combine in-app behaviors and interests, user-controlled preferences and user location profiles, including current location and location history to attain precision in mobile messaging.
“We are bringing the consumer back into the center with this approach to location-based marketing, enabling marketers to use everything they know about their most loyal customers — their app users — to be more relevant,” said Scott Kveton, co-founder and CEO of Urban Airship.
Urban Airship’s Location Messaging Service enables marketers to utilize location history profiles using any combination of pre-defined real-world location boundaries from sources including Maponics, Nielsen DMA and OpenStreetMap.
Selectable locations include everything from time zones, state legislative districts and cities, to ZIP codes, neighborhoods and venues.
“Urban Airship is focused on best practices and technology to help ensure that mobile messages are as targeted and as relevant as possible for today’s consumers,” said Darrin Clement, CEO of Maponics.
A global sporting event was the first to adopt Urban Airship’s new solution, using custom geofences of its facilities to send millions of location-targeted pushes that were opened by the majority of recipients at a clickthrough rate ten times higher than its emails.
