New WPP and Waze Partnership Opens Up In-Car Driver Market
February 20 2019 - 9:00AM
Business Wire
Partnership will see WPP collaborate with Waze
on new ad formats aimed at helping drive retail footfall
WPP (NYSE: WPP) and Waze today announces a new collaboration
making it simpler for retail brands to run campaigns on Waze, the
global social navigation app owned by Google, which has over 100
million monthly active drivers. The partnership, designed to direct
drivers to retail locations through en route messaging, will launch
in Canada, France, Italy, the United Kingdom and the United
States.
WPP will work with Waze to make it easier for WPP’s clients to
advertise on Google and directly reach and target drivers via the
in-car platform, driving store footfall and product sales.
Waze is the only app used by drivers that delivers
distraction-free advertising which is contextual and corresponds
with a driver’s journey. The platform also gives insight into how,
when and where people are engaging with brands during their drive,
providing further value to clients.
Stephan Pretorius, Chief Technology Officer at WPP, said:
“WPP already brings the most creative, technology-led ideas to our
clients to generate growth. Through our innovative partnership with
Google, we’re now able to give clients exclusive access to Waze
software that puts them in the driving seat to influence the
shopping habits of the future.”
Samuel Keret, Global Director of Waze Ads, said: “We are
excited about the opportunity to collaborate closely with WPP and
its global client base, sharing best practice and creating optimal
solutions to drive in-store foot traffic for WPP’s many consumer
product clients. This is the first collaborative relationship Waze
has undertaken with agency partners to explore and identify shopper
marketing-specific creative solution needs.”
The initiative was developed following a Google and WPP SWARM
session. SWARM is a series of regular hackathons that bring
together a varied network of creative thinkers, answering client
challenges with innovative solutions powered by WPP expertise and
Google engineering.
About WPP
WPP is a creative transformation company. We build better
futures for our clients through an integrated offer of
communications, experience, commerce and technology. For more
information, visit www.wpp.com.
About Waze
Waze is where people and technology meet to solve transportation
challenges. It's a platform that empowers communities to contribute
road data, edit Waze maps, and carpool to improve the way we move
about the world. Thanks to Wazers everywhere, Waze is able to
partner with municipalities and transit authorities to reduce
traffic and congestion—leveraging current infrastructure while
impacting city planning.
A world with better transportation doesn't have to be in the
distant future. By harnessing the power of community to reverse
negative trends in transportation, Waze can create a world where
traffic is history.
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version on businesswire.com: https://www.businesswire.com/news/home/20190220005552/en/
Niken Wresniwiro, WPP+44 (0)20 7282 4600 or +44 (0)7876 005
489
Wendi Daniels, Waze+1 917-975-8862
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