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Broadway is more than just the heart of New York City. It's also a great test case for geo-targeting ads to consumers., the MapQuest of mass transit, recently introduced geo-targeting ad technology to promote several Broadway shows.

When a consumer enters a Times Square address into HopStop -- which delivers subway, bus, and walking directions to 15,000 daily users -- the directions come back with ads for Broadway musicals like "Chicago," "The Color Purple," and "Avenue Q." HopStop CEO Chinedu Echeruo plans to extend the function to other local businesses, so that ads for local restaurants and other businesses ride along with the directions.

Situation Marketing handles the online marketing for the Broadway shows, and the company plans to expand the creative to include video ads and sponsorships.

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