MapQuest announced a series of tools today that let advertisers place themselves along the routes that are generated when users plot driving directions.

These are new features to MapQuest’s existing Business Locator, which let users choose different types of businesses that are visible along their routes. This will include coffee shops, grocery stores, gas stations and hotels — all of which can be toggled on and off by selecting icons on the side of the map.

Large and small businesses are conversely given the option to advertise on the map (mapvertising), on the page surrounding the map, or on the printouts that many MapQuest users take with them on their journeys.

Advertising is geotargeted to the locations on the map, which could resonate with store chains with localized branches that more or less cater to travelers (gas stations, hotels, etc.).

Though it has gotten lots of competition over the past few years from Google Maps, MapQuest remains the market share leader for online mapping and for driving directions.