Paris-based mobile demand-side platform S4M has tapped Factual to measure foot traffic in Europe for major brand clients across retail, entertainment, automotive, and quick serve restaurants.
The deal represents Factual’s effort to expand its position as a geo-data provider in Europe since hiring Mandeep Mason last February as managing director for the continent’s operations.
The European mobile advertising market is expected to reach to $40 billion by 2018. At the same time, the broader location intelligence category that Factual serves is expected to grow from $12.4 billion in 2016 to $32.4 billion in 2021, as per BIA Kelsey. Media targeting using Factual’s data in Europe has more than doubled from 2015 to 2016.
In Europe, Factual’s Places data includes 22 countries and covers over 45 million places. Globally, Places comprises over 100 million local business listings and points of interests in 50 countries.
“Mobile is the only channel that can help brands bridge their online and offline marketing efforts — this partnership will give our clients a sophisticated level of location based audience targeting capability as well as live insights into their campaigns and optimize budgets accordingly,” says Christophe Collet, CEO of S4M. “Instead of extracting campaign learnings after the fact, advertisers can ensure their drive-to-store mobile campaigns are always successful and contribute to their overall business objectives.”
GeoMarketing: Factual has been building out its European operations over the past year. How does this deal with S4M further those European ambitions?
Mandeep Mason: This new partnership is a direct reflection of Factual’s investment in Europe and deeper engagement with businesses originating from within the region over the past year. There is a growing demand for Factual’s diversifying suite of data solutions for marketers, which now span Audience Data, Insights and Data for Measurement. There is also a great alignment with Factual’s global footprint and S4M’s coverage.
Is this deal with S4M similar to the string of programmatic/DSP deals Factual began concentrating on three years ago in the US?
There are a lot of similarities between this new partnership with S4M and our existing partnerships with global ad tech platforms. The growth of Factual’s Observation Graph, has enabled us to power additional applications of our location data, including store visitation measurement.
This partnership is a good reflection of us now being able to do more with ad tech platforms – where Factual already has a very strong global coverage.
S4M made it clear that they felt the need for a more neutral and integrated solution for measuring and optimizing against in-store visitation, we’re pleased to have a greater breadth of offerings to complement our audience data integration with them.
What major store brands will employ S4M’s use of Factual store visitation measurement?
Factual has seen a rapid uptake of our store visitation measurement data in the US and UK during 2017. The top verticals leveraging the solution are Auto, Retail and Entertainment – where quantifying the impact on influencing real-world consumer behavior is a critical need. S4M will offer Factual’s store visitation measurement solution to clients within these verticals and beyond, including McDonald’s, Subway, Levi’s, Renault, and more.