SOURCE: Urban Airship

Urban Airship

October 01, 2012 09:00 ET

Urban Airship Unveils New Location Messaging Service Bringing a New Level of Precision and Sophistication to Location-Based Marketing

For the First Time Marketers Can Use App Users' Location History and Real-World Geofence Boundaries to Precisely Target Push Messages Reaching New Levels of Engagement

PORTLAND, OR--(Marketwire - Oct 1, 2012) - Urban Airship, the leading provider of high-performance push messaging to mobile devices, today unveiled its Location Messaging Service that allows marketers to deliver a completely new level of relevancy when engaging today's connected consumers. The solution integrates the most globally deployed push messaging service with sophisticated segmentation and real-world geofences to deliver precisely targeted push notifications that drive greater response and engagement. Marketers can combine everything they know about app users -- in-app behaviors and interests, user-controlled preferences and user location profiles, including current location and location history -- to attain new levels of precision in mobile messaging.

"Understanding where consumers live, work and play adds entirely new dimensions of insight to retailers, brands and media companies' marketing efforts," said Scott Kveton, co-founder and CEO of Urban Airship. "We are bringing the consumer back into the center with this approach to location-based marketing, enabling marketers to use everything they know about their most loyal customers -- their app users -- to be more relevant."

With Urban Airship's Location Messaging Service, marketers can utilize extensive location history profiles -- from the last minute to last year -- using any combination of pre-defined real-world global location boundaries from industry-leading sources including Maponics, Nielsen DMA® and OpenStreetMap. These selectable locations include everything from time zones, state legislative districts and cities, to ZIP codes, neighborhoods and venues. Maponics provides high-quality global neighborhood and sub-neighborhood data along with U.S. and Canadian Census data. Nielsen DMA data can be used to message broadcast markets and OpenStreetMap rounds-out additional location detail. For example, a retailer could create geofences around specific locations to send Black Friday offers tailored to opted-in shoppers' interests that have also been there in the past four weeks.

"Urban Airship is focused on best practices and technology to help ensure that mobile messages are as targeted and as relevant as possible for today's consumers," said Darrin Clement, CEO of Maponics. "Maponics leads the industry in providing accurate predefined geofences for location based services, and we're pleased Urban Airship came to us to expand the wealth of geographic data available in its solution."

Destination marketers can now precisely target real-time relationship marketing campaigns, for example targeting VIPs currently in the destination area with exceptional service experiences to keep them on their properties. Custom locations, like venues or sales territories, can also be defined and made available to serve specific business needs. A major global sporting event was the first to adopt Urban Airship's new solution, using custom geofences of its facilities to send millions of location-targeted pushes that were opened by the majority of recipients -- at a clickthrough rate ten times higher than its emails.

"Geotargeting and geofencing have held tremendous promise for mobile marketers but have thus far not lived up to that potential," said Greg Sterling, Opus Research senior analyst. "Urban Airship's new capabilities enable marketers and brands to bring much greater precision to geofencing and location-targeted notifications."

About Urban Airship
Urban Airship is the most globally deployed push messaging service, delivering billions of messages per month with unparalleled speed and scale for leading brands such as CBS Interactive, ESPN, Groupon, shopkick, Viddy, Walgreens and Warner Bros. Urban Airship enables these brands and 65,000 other customers to engage consumers directly on their mobile device home screens with precision-targeted mobile messaging. Complete mobile engagement suites offer easy and effective end-to-end management of the push messaging process from customer and location targeting, to automation and delivery, including message composition, rich landing page creation and analytics to optimize effectiveness. Its investors include Founder's Co-op, Foundry Group, Intel Capital,, True Ventures and Verizon. For more information, visit and follow us on Twitter @urbanairship.

Contact Information