USA: Waze has announced a monetization partnership with IMS Internet Media Services, to establish a consumer base in LatAm markets. Bradesco, one of the largest private bank in Brazil is for example currently running a campaign with Waze, advertising its local branches on the map (see picture). In Brazil Waze has around 1.8 million users and is currently in the top ten most downloaded apps in both the Apple App Store and Google Play. Created in 2005, IMS has offices in Miami, Brazil, Mexico, Argentina, Colombia, Chile, and Uruguay.
Ignacio Vidaguren, COO of IMS, said: “Waze is especially useful in the congested traffic of Latin American cities and already has a significant, established user base in key LatAm markets – providing strong appeal for mobile advertisers. I am excited to add Waze to our group of leading partners, such as Netflix and Twitter.”