Waze Aims to Become Mexican Drivers’ Co-Pilot

waze

What: Waze opened its first office in Latin America a few weeks ago, with a team of eight led by Luis Ita, country manager for Mexico.
Why it matters: Waze will sell advertising space within its app, allowing brands to generate a connection with drivers.

In an effort to expand its presence in Latin America, Waze recently opened its first offices in Mexico. Luis Ita, Waze country manager for Mexico, and his team of eight will be in charge of implementing the company’s strategies in the region.

Through its analysis of collected data, the Waze mobile app offers drivers from different countries alternative routes to reach their destination, with the promise that they will be the least trafficked.

Samuel Keret

Samuel Keret, head of sales, Waze. (Photo: LinkedIn)

Samuel Keret, Waze’s head of sales, said that their traffic platform has worked since its inception to facilitate movement of people in urban areas and help them avoid traffic, from the moment people leave their homes in the morning until their return at night.

According to information on the app, users have 636 minutes of time at their disposal per month, in which the app seeks to facilitate their driving experiences by providing users with relevant and contextual information to help them find a functional service that fits their needs.

One of Waze's objectives for Latin America is to develop a location marketing application, in order to offer a brand experience that is meaningful to users.

Ben Crowell

Benjamin Crowell, U.S. head of product marketing, Waze (Photo: LinkedIn)

According to Benjamin Crowell, Waze's head of product marketing for the U.S., this app seeks to develop what he calls "the right experience." This refers to how the application benefits other user activities outside of the digital world.

In line with its expansion plan, Waze introduced a new feature in its app for the Mexican market that integrates real-time advertising. To prevent possible car accidents when launching an ad, the app measures speed indexes in order to add additional information that can be read by the user when he/she is able to without putting the driver at risk.

Among the new features, the user will now be able to find a parking lot before starting a trip or, when approaching the destination, the app will help you locate the nearest parking spot.

Since the app knows the exact location of the user, Waze can offer its advertisers branding pins. This helps brands to flag their locations within the area where potential consumers are moving.

Globally, 1.3 million people are killed in traffic accidents, and Waze's goal is to help prevent such incidents, added Keret, who confirmed that the company’s focus will remain in the automotive area for now.


Pedro Labarta @labarta

Who is Pedro Labarta ? - is a digital Interactive Strategist, thatt start working back in 1995 on the Internet media. He has been responsable to open several international companies in Latin America like AOL, Vizury and Brand Networks. Also Labarta it´s the founder of the Amipci and IAB Mexico. Mr. Labarta is highly motivated, entrepreneurial person to lead interactive media and take capabilities in this arena to the next level. Understands the convergence between the Internet, TV, streaming media, print and transactional business to position as interactive strategy leader that build business.
¿Quién es Pedro Labarta? - es un estratega interactivo digital, que comienzo a trabajar en 1995 en los medios de Internet. Ha sido responsable de abrir varias empresas internacionales en Latino America como AOL, Vizury y Brand Networks. También Labarta es el fundador del Amipci y el IAB México. Labarta es una persona altamente motivada y emprendedora. Comprende la convergencia entre Internet, televisión, streaming media, y medios clasicos. Todo esto para posicionarse como un lider en el ramo de la industria de Internet.

MORE FROM PORTADA

SOUNDING OFF: Lee Flynn- How to Use Marketing to Your Business’ Advantage

SOUNDING OFF: Lee Flynn- How to Use Marketing to Your Business’ Advantage

One way in which a company can stand out from the competition is through an excellent marketing strategy that not only attracts, but also retains customers. So what are some key parts of an excellent marketing strategy?


Only These Five Athletes Made it to the Time Magazine 100 List

Only These Five Athletes Made it to the Time Magazine 100 List

Only five athletes from around the world made it into the 100 Most Influential People of 2017 list, and only one of them isn't from the U.S.


RANKING: Top 10 Websites Most Visited by US Hispanics

RANKING: Top 10 Websites Most Visited by US Hispanics

Which websites do US Hispanics prefer? What activities do these sites allow them to do? Does gender play a role when it comes to choosing online media? Read on for the answers to these questions, drawn from comScore’s February 2016 ranking.