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BizReport : Mobile Marketing : April 08, 2011

Three questions with HopStop CEO Joe Meyer

Brands are flocking to a new app in the mobile space. From HopStop, the mobile and commuter friendly app helps consumers stay in touch with brands they like through mobile content and information.

by Kristina Knight

hopstop.gifKristina: "First off, tell us about HopStop's platform."

Joe Meyer, HopStop CEO: "HopStop is a leading location-based service that provides door-to-door mass transit and walking directions in 37 major metropolitan markets throughout the US, Canada and Europe. Millions of commuters and tourists throughout the world now rely on HopStop each month for their transit directions...[We have] leveraged this functionality and built a proprietary geo ad server to provide national and local advertisers alike...the ability to hyper-local, geo-target mobile and web-based ads at scale."

Kristina: "What kinds of content or information work best in apps?"

Joe: "Apps that help people in their daily lives are usually the most successful. While there are a few wildly popular apps that aren't very utilitarian -- typically games -- the most popular apps across categories are those that help make people's lives easier, and HopStop's app falls directly in this camp. Other types of popular apps that provide utility include social networking, weather, local and national news, and local reviews and ratings."

Kristina: And, ad options, what is working best?"

Joe: "What's nice about apps for users and advertisers alike is that there are very few ads per page. This high share of voice in apps leads to more user engagement with the ad and, hence, higher performance. Even more importantly, mobile ads have a much higher likelihood of being locally relevant, especially when the ads are geo-targeted and location-aware. If in-app ads are locally relevant as a result of being served within a location-based app such as HopStop's, then the user finds higher value because the ads are inherently more useful, appreciated, and as a result likely to be acted upon."

Tags: HopStop, Joe Meyer, location based advertising, mobile content, mobile marketing

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