The need for targeted advertising is increasing to make a win-win situation to the advertiser and the end users. Targeted advertising reduces the advertising cost for the company and also provides the end user with the convenience of discounts and offers on the products and services that are aligned with their interests.

The current smart city initiatives like open data for research makes the targeted advertising highly efficient. With the data published by the government on city, citizens and the data available on the web, the targeted mobile marketing industries are able to reach out their targets more easily.

This speech concentrates on location-aware mobile marketing that utilizes web data, government data and location data to map the ads with the right targets in right time. It also emphasizes how transportation, mobile navigation, and advertising industries could leverage each other’s strengths.