Nokia's Navteq Buys Acuity Mobile for LBS Ads

Nokia's Navteq is getting (really) serious about mobile advertising. The company has announced the acquition of mobile marketing firm Acuity Mobile. The two firms have been working together since March, 2007, when Acuity's technology was selected to deliver LBS ads via Traffic.com (a Navteq subsidiary). According to the Navteq press release issued this morning:

The acquisition of Acuity Mobile, a US-based company with approximately 18 employees prior to close, underscores NAVTEQ's commitment to and investment in location-based advertising technology and solutions. Earlier this year, NAVTEQ launched NAVTEQ LocationPoint(TM) Advertising which enables advertisers to reach and engage consumers where and when they are making shopping and purchasing decisions. NAVTEQ has been leveraging Acuity Mobile technologies to meet the increasing demand for location-aware advertising services as the volume of location-aware devices and applications has grown . . .

NAVTEQ LocationPoint enables clients to target consumers with geographic precision. In turn, consumers will have advertising move with them, as their mobile mapping applications present ads, offers, coupons, or other promotions, based on their preferences. Advertising capabilities include audio, rich graphics, or calls to action such as routing to the closest advertiser storefront.

Acuity delivers LBS ads but with other targeting layers as well, including time, context and user preference. The acquisition helps stabilize a broader range of mobile advertising capabilities for Navteq, which has seen the PND market (one of its primiary outlets) look less and less viable with the rise of smartphones.

I'm wondering aloud whether Acuity will remain within Navteq or integrated more broadly into Nokia Interactive Advertising. I would also look for more Nokia mobile ad platform/network acquisitions in the near term.