New York — Denver-based MapQuest Inc., the online mapping site owned by AOL, on Tuesday unveiled a revised version with a bundle of new ad products to its year-old “Business Locator” feature that incorporates the real-world locations of advertisers’ businesses by placing small icons on digital maps.
MapQuest, which offers online maps to assist users find destinations, is a unit of AOL LLC, itself a unit of Time Warner Inc.
The online mapping site, which AOL reports is accessed by 40 million users per month, now features a navigation toolbar on its digital maps that allows users to scroll through a list of pre-set searches for local business categories on each map, such as restaurants, bars, hotels and coffee shops. Marketers can pay to have their brand icons receive premiere positioning within this toolbar.
In addition to the simplicity and appeal of the locator bar, this “corridor search” is really useful, Greg Sterling wrote at the industry-news website Search Engine Land. “And one could imagine how brands would love this too to help reinforce loyalty. There are lots of interesting things that could be done with advertising here (e.g., coupons).”
AOL has signed Best Western, Fairfield Inn and Holiday Inn as its premiere sponsors. The plan is to eventually have four charter sponsors per category, according to Christian Dwyer, MapQuest’s svp and general manager.
Below is a screenshot of a route from Raleigh, NC to Durham, NC. Notice the icon toolbar on the top right side. You can scroll for different search categories such as groceries and accommodations.
According to MapQuest, the new feature will both allow users to find “locations of interest” additionally empowering premium advertisers with a way to promote their brands.