Navigation and real-time traffic start-up Waze today announced a partnership with mobile marketing company Lumata. Through this agreement the marketing company will have an exclusive mandate for advertising on the app in Italy.
"Waze is a terrific example of the potential of new advertising formats available for mobile advertising," notes Philip Arroni, Head of Advertising for Lumata. "The right message at the right time combined with promotions differentiated for each store: difficult to imagine a marketing action so effectively targeted in every respect."
Waze currently claims 2 million “users“ in Italy and 28 million worldwide although the company has never released any information about the real usage of its app (monthy unique visitors).
Lumata provides B2B mobile marketing services to brands, advertisers and wireless operators. The private company has a staff of 450 people and was formed as a standalone entity in November 2011 and is privately owned by private equity firm Francisco Partners and Buongiorno, the well known mobile B2C entertainment company.
"Waze is a terrific example of the potential of new advertising formats available for mobile advertising," notes Philip Arroni, Head of Advertising for Lumata. "The right message at the right time combined with promotions differentiated for each store: difficult to imagine a marketing action so effectively targeted in every respect."
Waze currently claims 2 million “users“ in Italy and 28 million worldwide although the company has never released any information about the real usage of its app (monthy unique visitors).
Lumata provides B2B mobile marketing services to brands, advertisers and wireless operators. The private company has a staff of 450 people and was formed as a standalone entity in November 2011 and is privately owned by private equity firm Francisco Partners and Buongiorno, the well known mobile B2C entertainment company.
Home page
send to a friend
print
