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Location-based advertising in more than 15 shopping destinations: Maxis

AvantiKumar | June 26, 2013
Location-based advertising can include time-based placements and will connect advertisers to Maxis myDeals customers using cell location technology.

Maxis - Location Based Advertising modified 

Photo - Maxis customers received free movie passes, offered in conjunction with the launch of the Maxis Location-Based Advertising service held at TGV One Utama.


Maxis has launched its location-based advertising (LBA) service, which will connect advertisers to connect with the Malaysian telco's myDeals customers using cell location technology.

LBA service can also include time based placements, said Maxis head of digital services T. Kugan. The service will help advertisers choose the demographic profile of their target customers and apply it to their preferred destination to deliver the right message or promotional offer to customers.

Maxis and Hotlink customers who are members of myDeals are the opt-in targets of these customised offers each time they walk into a specific location with Maxis' LBA.

Kugan said once the system detects their presence, an SMS will be sent to them at no charge with the featured promotional offer. The LBA service is now available in more than 15 participating shopping destinations, including leading popular malls in the Klang Valley such as Mid Valley Megamall, 1 Utama, Sunway Pyramid, KLCC, Pavilion and The Curve, as well as other attractive shopping locations such as KLIA, LCCT and Genting Highlands.

He said LBA would be available in time to more than 25 destinations throughout Malaysia. "This platform will also empower small & medium companies to use SMS-based location-based advertising to attract customers who are already in the vicinity, who are more likely to visit their establishments."

"With the introduction of location-based advertising by Maxis, we're the first in providing an extremely practical mobile channel for advertisers to reach out to consumers," said Kugan. "This will enable them to target specific customers who are already in high traffic areas and engage them directly via the mobile medium."

"Importantly, customers have the choice to receive such notifications and when they do, it is a win-win proposition since they will be able to instantly and conveniently enjoy offers located around them," he said. "The location-based advertising service is engaging, direct and cost effective as advertisers get targeted results for their marketing spending. Essentially, it provides a platform for brands to reach out to customers with relevant products and services, at the right place, right time."

Maxis' new service has so far attracted the interest of advertisers from the financial, tech and FMCG industries, with 21 brands signing up as launch partners. They are CIMB, TGV, HTC, LG, Mom's Care, Crocs, Sketchers, Philips Avent, Ralph Lauren, Davidoff, Calvin Klein, Nestle (Milo 3 In 1), Lancome, Shu Uemura, Cadbury, Guess, GAP, La Senza, Biotherm, Kerastase and Kiehl's.


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