What: WPP and Waze have announced a collaboration that will make it easier for retail brands to run campaigns on Waze.
Why it matters: This partnership will allow WPP’s clients to directly reach and target drivers via the in-car platform, driving store footfall and product sales.
WPP and Waze just announced they are partnering to make it simpler for retail brands to run campaigns on Waze, the social navigation app owned by Google, which has over 100 million monthly active drivers globally.
This collaboration will direct drivers to retail locations via in-route messaging and will launch in Canada, France, Italy, the United Kingdom, and the United States this year.
“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,” said Samuel Keret, Global Director of Waze Ads.
“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,” added Stephan Pretorius, Chief Technology Officer at WPP.