British carrier group Vodafone (NYSE: VOD) will use Wayfinder, the Swedish navigational software firm it purchased last December for $30 million, to provide location-based advertising in which the logos of advertisers, such as restaurants or shops, would be overlaid on maps that a user requests, Vodafone’s international development manager of mobile advertising Jeremy Makin told mocoNews.net. Users would be able to click on the logos for more information. At the time of Wayfinder’s purchase, the carrier singled out the company’s ability to display user-friendly maps as well as deliver voice directions to drivers, meaning that the maps could be used by either pedestrians or drivers. The carrier will begin embedding mapping applications on devices that are sold starting this summer, and shortly after, is planning to roll out a location-based advertising trial based on Wayfinder’s navigational software platform.

SEE ALSO: Vodafone To Buy Swedish Navigational Software Firm Wayfinder For $30 Million

Makin added that the carrier is also looking into building “a whole range” of opt-in location-based advertising services around Wayfinder, including one Vodafone has named “Power Search,” basically a location-aware, mobile version of Google’s AdWords. Said Makin, “You put in a search term and it returns results based on where you are, such as finding the nearest restaurant. Advertisers would pay to get to the top of the list very much like they do on Google.” The service will not be based on GPS, and therefore available to phones that are not GPS-enabled. Instead, Makin said it would be based on cell ID, “which provides a reasonable level of location based targeting.” The new services will roll out in western European markets first, according to Makin, most likely in the UK, Germany and Scandinavia, three of the 19 territories where Wayfinder is currently available. Other markets will be added in time. 

Look out for our longer interview with Makin covering the problem with ad-funded voice offers and the pros and cons of exclusive ad sales partners, to be posted Friday.