Wireless Directory Expands to Ads

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Go2 Systems, a wireless location-based directory and information service provider, is expanding its services to include wireless advertising.


By teaming up with WindWire, go2 will deliver location-based ads across all of its wireless channels, including cell phones, personal digital assistants and pagers.


"WindWire enables go2 to generate revenue while continuing to offer free and consumer-friendly content," said Lee Hancock, president/CEO of go2, Irvine, CA.


Go2 will test several ad formats that could include specials, promotions and coupons in order to identify those that garner the best response rate. WindWire's technology identifies the graphic and text capabilities of cell phones, PDAs and pagers and then delivers ads in appropriate formats. The ads are interactive, allowing wireless users to click through to advertisers' sites or call the company's call center.


David Wilson, executive vice president at WindWire, Morrisville, NC, said his company attracts consumers to the location based on the ad, while go2 enables an m-commerce transaction.


"Not only can you call a restaurant to place an order, but when you arrive there, the food is ready," he said.


Current customers of go2's location-based information include House of Blues, GNC, Jiffy Lube, Ramada, Cinnabon and Jamba Juice.


Wilson said an average of 10 percent to 15 percent of people who receive WindWire's interactive ads click through to the advertiser's Web site. The cost of the ads is relatively high -- between $50 and $75 per 1,000 ads -- because they are location-based and targeted, Wilson said.


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