JiWire Gives Itself Location-Based Present With NearbyNow

Written on
Nov 23, 2010 
Gavin Dunaway  |

skipping_smallADOTAS – JiWire decided to do its shopping before Black Friday, and the location-based marketing firm knew exactly what it wanted: NearbyNow, a local search provider and maker of mobile shopping apps.

And it’s pretty cool toy, as NearbyNow offer services that show users current product catalogues, as well as confirm an item is in stock at a nearby store and put it on hold. Such innovations have led to ad click-though rates of more than 20% and conversion-to-purchase average rates of 5.8%.

JiWire, which boasts a location-based audience of 35 million uniques across its wireless and mobile platforms, will integrate NearbyNow’s ad platform into its own to develop new location-based advertising products.

“The era of location is upon us,” said NearbyNow founder Scott Dunlap, who will become JiWire’s vice president of Mobile Business Development. “It’s not about ‘mobile’ versus ‘display ad,’ it’s about delivering relevant location-based advertising across all media types. The brands that can do this at scale will reap the rewards of the $1 trillion opportunity created by consumers who use online and mobile to influence their offline purchasing.”

Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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