Electronic navigation systems provide for the identification and tracking of the physical location of a user and are, in many cases, also capable of directing users to a destination of their choice. These systems enable the presentation of a variety of way finding information such as the current physical location of the system user, intermediate waypoints and destination. Navigation systems can use both audio and/or visual methods to guide users to a destination. In addition to stored data relating to the physical environment, these systems may also allow users to locate businesses and points of interest by category, keywords, or through other querying capabilities. The inclusion of a particular business or point of interest in an electronic navigation system may or may not require a business or individual to pay a fee to provide for this inclusion. In addition to passive listings, navigation systems also have the ability to present advertisements to users, potentially allowing them to initiate a trip based on the advertisement.
In general, and unlike traditional media, electronic advertising via the internet, mobile phones or other electronic media have the benefit of being able to record data relating to the audiences' interaction with the advertisement. For example, internet based advertisements in the form of banner advertisements provide for the tracking of whether the advertisement was presented to the user as well as whether the user clicked on that advertisement to view more information about the subject of the advertisement. Advertising pricing models are often based on performance metrics relating to the number of views per advertisement.