NAVTEQ has announced that Garmin International has selected NAVTEQ Traffic's RDS delivery service and the NAVTEQ interactive advertising service for the nuvi 755T, 765T and 775T and nuvi 2×5 family. With Garmin, NAVTEQ will be the first to bring an advertising supported, real-time traffic service to market in North America.
NAVTEQ Traffic RDS delivers data via FM radio to power Garmin's lifetime traffic alerts allowing drivers to steer clear of traffic accidents, road closures and construction.
The Garmin nuvi 755T, 765T and 775T and nuvi 2×5 family come standard with a traffic receiver that will provide alerts in traffic covered areas with no subscription fee required.
NAVTEQ delivers advertising, along with the traffic content, over its RDS network. The advertising is designed to complement the drivers' experience and is contextually relevant. For example, a driver can click on an ad to view specific restaurant information and route to the restaurant's location.
Research indicates consumers accept and even expect advertising if there is a clear value exchange and if the advertising is relevant and unobtrusive.
According to research commissioned by NAVTEQ and carried out by Ipsos Understanding UnLtd in early 2008, traffic information has the highest perceived value and the greatest impact on consumers of all dynamic content types including gas prices, parking information, movie listings and times, and flight status information.
"By providing customers like Garmin an advertising-based revenue model in conjunction with RDS traffic data delivery, we believe that more drivers will have access to the most up-to-date traffic information to better manage their daily commutes," commented John MacLeod, executive vice president for NAVTEQ.
"Drivers benefit by receiving free traffic while offering advertisers a new location-targeted environment to engage consumers."
