CTIA: Quattro Wireless and uLocate Find Each Other to Launch Location-Based Ads on WHERE for the iPhone

Quattro Wireless and uLocate Communications are partnering to offer iPhone location based services.

What is happening?

The deal extends Quattro’s In-App Network by leveraging uLocate’s WHERE™ application to deliver location-based overlays for Quattro’s iPhone ad units.  In addition, Quattro and uLocate will develop new ad-sponsorships for location-based keyword search, Widgets and Map options within WHERE. 
New advertising models will come from this including:

Search-To-Map Keyword Advertising whereby search results can be paired with contextual advertisements – i.e. Walgreen’s could purchase the keywords “headache” and “Advil” to drive consumers to the closest store. 
 
Widget Sponsorship allows multi-product or multi-channel brands such as Wal-Mart or Staples to highlight their store locations on the widget map home page and provide product specials.
 
WHERE™ Widget Banners inside BuddyBeacon and Local Search will be targeted to user behavior and widget type as well as provide full “Click To” functionality – ie. Click-To-Maps or Click-To-Video – to extend the interactive advertising experience.

What we think?
LBS is on the “hot” list again but this is not the first announcement based on proximity or LBS mobile advertising that I am writing about. There is potential with geo-location and local targeted search ads – but keyword manipulation is often not enough to map advertising as many words have double meanings.

This is interesting and one to be watched – but I am watching it with sunglasses on.