As the first Canadian advertising company to work with Factual, EQ Works now brings Canadian marketers 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 based on this context, making mobile interactions more targeted, engaging, and informative.
According to a recent study by eMarketer, by the end of this year mobile advertising in Canada will have grown 70% over last year to over $550 Million, and is expected to grow to over $2 Billion in 2018.
“Mobile advertising is exploding, and marketers can’t settle for mobile 1.0 solutions any more,” said David Katz, executive vice president 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.”
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. This level of targeting is now possible in Canada.
“The additional context we derive from location aligns well with EQ Works’ data-driven audience-centric approach to mobile marketing,” stated Bill Michels, senior vice president of 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.”