Monday 04-03-2019 12:00 Retail In-app Advertising WPP Waze Waze has teamed up with WPP to make it easier for retail brands to run campaigns on the Google-owned social navigation app. The partnership aims to direct drivers to retail locations through messaging during their journeys using the Waze app. As part of the tie-up, WPP will work with Waze to make it simpler for its clients to advertise on Google, collaborating on new ad formats with the intention of driving store footfall and product sales. The partnership will launch in the UK, US, Canada, France, and Italy. “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,” said Stephan Pretorius, chief technology officer a WPP. Samuel Keret, global director of Waze Ads, added: “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 Google-owned in-car social navigation app Waze has partnered with WPP to enable retailers to offer adverts through the platform. The companies will join forces to send messages directing drivers to local retail locations when using the app, while also developing new ad formats and simplifying the process through which clients can advertise on Google. Google is not yet commenting publicly about its plans for Waze, but it did confirm that it had signed a deal with WPP.