WPP has partnered with social navigation app Waze to make it easier for its clients to advertise on Google and directly reach and target drivers via the in-car platform. The partnership will launch in Canada, France, Italy, the United Kingdom and the United States.
It is designed to direct drivers to retail locations through en-route messaging, thus 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.
