B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • B&T Women in Media
  • Anthony Albanese
  • NRL
  • Pinterest
  • State of Origin
  • Thinkerbell
  • AI
  • imaa
  • ARN
  • Meta
  • Federal Election
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Adnear Rebrands to Near As Company Moves Beyond Just Mobile
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Adnear Rebrands to Near As Company Moves Beyond Just Mobile
FeaturedMarketing

Adnear Rebrands to Near As Company Moves Beyond Just Mobile

John Bastick
Published on: 3rd August 2015 at 8:56 AM
John Bastick
Share
3 Min Read
SHARE

AdNear, the Singapore-headquartered location intelligence platform, today announced that they are rebranding to ‘Near’. Dropping the word ‘Ad‘ to emphasise the platform’s increased focus on using location data for much beyond targeted mobile advertising.

Launched just over two years ago, the company initially started out offering brands the ability to tap into intelligent mobile advertising. However, they have outgrown the name to provide customers with the ability to create custom audiences, derive powerful real-time consumer insights and measure offline attribution – an empowering data solution that far exceeds pure advertising.

1c3a1f11-280x280

“Location has always been at the heart of our technology and increasingly the demand for information isn’t to drive advertising decisions but to drive business decisions or broader business intelligence,” Cameron Curtis, Australian and New Zealand general manager, told B&T (pictured above). “While location remains core to data sets that we collect the decreasing emphasis on advertising has made it an appropriate time to remove two small letters from our name.”

Added Anil Mathews, founder and CEO of Near: “We are no longer a company just focusing on using location data for mobile advertising. Since launching in 2012, we been doing a lot more with our data.This is a big step for us, but it is also a natural progression as things have changed tremendously over time. Location data has always been at the core of everything we do, our products and our brand identity. And now, our new name truly reflects that.”

Curtis added that data is no longer about allying consumers with a certain product but it can help make corporations make huge investment decisions when it came to launching new products and even opening new outlets.

“Starting any new business venture is a very expensive venture,” Curtis said. “You’ve got the cost of council, the cost of developers, you’ve got the cost of set-up and overlaid in all of that is the question ‘is the catchment good enough to justify the investment?’  And given all the enormous investment that goes into those decisions, what Near can do is improve that again, and improve it to a multitude.

“And core to that is why we’re changing the name. Because the emphasis has to be on what we do rather than where we happen to derive revenue,” he said.

With the new name in place, Near aims to focus on helping marketers across industries take sharp decisions and provide them with innovative data solutions. The company recently launched in Europe with their UK office and announced leadership hires across geographies.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Galaxy Research., ice cream flavours, the great australian spelling bee
Share
By John Bastick
Follow:
John Bastick has edited B&T since 2015, making him one of the title's longest serving editors. In that time he has overseen B&T's rise to fame and fortune. He is one of Australia's foremost authorities on all things advertising, marketing and media. Prior to editing B&T, John built a scintillating career as a pioneer in the highly successful Men's Magazine category.

Latest News

Qantas Hit By Major Cyber Attack At Call Centre
02/07/2025
Driving Positive Change – Here Are B&T’s Best Of The Best Industry Association Leaders
02/07/2025
Sexual Health & Wellness Company Moments Acquires Christina Zafirov
02/07/2025
European Programmatic Media Service Cognitive AI Launches In APAC
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?