EQ Works Partners with Factual to Bring Industry-Leading Location Data and Mobile Ad Targeting for More Efficient Marketing
TORONTO, Nov. 6, 2014 /CNW/ - Today, EQ Works (TSX: EQ) announces its new partnership with Factual, an industry leading location and points-of-interest data company. As the first Canadian advertising company to work with Factual, EQ Works now brings to Canadian marketers the most advanced mobile audience data as part of its audience-targeting platform.
Improving the relevancy of every ad served to mobile users, the data identifies audiences based on locations they are near, retail chains visited in the past, and numerous behaviours including shopping, travel, dining and entertainment preferences. EQ Works then tailors messages and serves the right mobile ad based on this context, making every mobile interaction more targeted, engaging and informative.
"Mobile advertising is exploding, and marketers can't settle for mobile 1.0 solutions any more," said David Katz, EVP of EQ Works. "Our goal is to better interpret mobile interactions to help advertisers reach their audiences when and where they are most likely to engage with the message. Our mobile targeting platform enriched by Factual's database allows us to do just that with meticulous detail."
Advertisers can now deliver different ads to consumers based on how close they are to an electronics store, for example, or target people who have visited a car dealership in the last seven days. Advertisers can reach their most desired audience segments when they are at related places, or even at their competitors' locations. This level of targeting is now possible in Canada, and changes the game for mobile marketers.
"The additional context we derive from location aligns well with EQ Works' data-driven audience-centric approach to mobile marketing," stated Bill Michels, SVP Product and Partnerships for Factual. "Factual is the leading provider of global data and location targeting capabilities and we're excited to be partnering with EQ Works to bring these capabilities to the Canadian market."
According to a recent study by eMarketer, by the end of this year mobile advertising in Canada will have grown 70 per cent over last year to over $550 Million, and is expected to grow to over $2 Billion in 2018. (source: eMarketer, March 2014) More than ever, it is important to make mobile advertising more targeted and compelling for consumers, and this is precisely what EQ Works in now doing with Factual.
Factual's massive database includes information from over 65 million businesses and points of interest across 50 countries in 29 languages. More specifically in Canada, Factual has information on more than two million businesses and points of interest.
About EQ Works
EQ Works (www.eqworks.com) provides a smarter way to engage audience with the most advanced mobile advertising platform in Canada. The company uses EQ Personas across channels to provide a high resolution view into the audience segments that are most valuable to advertisers, and that make all mobile, video and display campaigns perform better. EQ Inc., operating as EQ Works, is the owner of the trademarks EQ Works, Agency First and Hercules.
Factual is a data company that helps make sense of what's happening in the physical world, enabling developers, publishers, and advertisers to build more relevant and personalized mobile experiences using the context of location. Factual's real-time data stack builds and maintains data on a global scale, with Factual's core Global Places data covering over 65 million local businesses and points of interest in 50 countries. Factual's Geopulse products, built on top of its Global Places data, provide industry leading real-time location targeting and location-based audience capabilities. For more information, visit http://www.factual.com.
Image with caption: "EQ Works (CNW Group/EQ Works)". Image available at: http://photos.newswire.ca/images/download/20141106_C8566_PHOTO_EN_7617.jpg
SOURCE: EQ Works
For further information: Linda North, NorthPR (for EQ Works), 416-708-8012; [email protected]