Mapp Media has launched an interactive native advertising campaign for Google Voice which pulls in information relevant to the user, based on their environment and location.

The campaign, developed in conjunction with Essence Media, targets users according to factors such as context, location and interests. Examples given by Mapp Media include music fans on the O2 Venue page being prompted by the Voice Search ad to ask for the best route or nearest bars to the O2, or fitness platforms that prompt users with the time local parks close and what the weather will be like during runs.

The bespoke campaign for Google Voice will be optimised throughout the run by Mapp Media, in order to make it more engaging for users and ensure the highest possible levels of engagement.

“This is a true native advertising campaign and we really enjoy working on these innovative and engaging targeted solutions,” said Nathan Warner, director at Mapp Media. “It is also great to work with Google and partner with other platforms.”

Matt Nelson, media account manager at Essence Media, said, “Its been great working with Mapp Media on this campaign and we are confident that this campaign will, by using user location data, further demonstrate the power of mobile advertising.”