Momo Launches LBS Advertising Platform
Sina Tech, 8/15/14
Beijing-based LBS provider Momo Technology, operator of mobile instant messaging app Momo, has launched an LBS-based mobile advertising platform, "Daodiantong." The platform allows offline enterprises to purchase targeted ads based on user locations, through which Momo app users can interact with the advertiser.
Upon applying to use the ad platform, enterprises can set parameters for their ads on the Momo app, such as the geographic locations of users who see ads, and the length of time of each ad campaign. Momo verifies all ad campaigns before they can be launched. If two companies submit campaigns with similar locations and timing, the platform allocates advertising space based on a first-come first-serve basis.
Momo COO Wang Li says ads will be added to the app's "Nearby" feed, allowing app users to click on ads and be directed to a company's homepage on the Momo app, where they will find an introduction, phone number and address. Customers can also communicate directly with a company via its official Momo page. The "Daodiantong" process can be set up using only a mobile handset, and ad cost is calculated based on total number of user impressions.
Momo has over 150 mln registered users.
Editor's Note: For more background on this topic, please see "Rumor: Momo Testing LBS Advertising Platform" MD 7/25/14 issue and "Momo Users Exceed 150 Mln" MD 7/11/14 issue.
Keywords: Wang Li wireless mobile advertising LBS Momo mobile IM
Sending
