IMS, part of Aleph Group Inc and global partner of the world’s leading digital platforms, announced a new exclusive alliance with Moovit, an Intel company, a Mobility as a Service (MaaS) solutions company and creator of the popular urban mobility app. IMS by Aleph will represent Moovit in México, Argentina, Brazil, Colombia, Chile and Perú and help brands reach on-the-go public transport commuters and drive traffic to their physical stores.
Moovit’s free apps for iOS, Android and the Web guide people in getting around town effectively and conveniently, using any mode of transport, an ideal space for advertisers. Introduced in 2012, it has served more than one billion users, in 3,500 cities, across 112 different countries. The app has a daily score of 4.5 points in the App Store and Play Store, and is very popular throughout Latin America, holding official partnerships with operators and government in major cities like Buenos Aires, Rio de Janeiro and Santiago de Chile.
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“New alliances represent new opportunities. Through this recent agreement with Moovit, IMS by Aleph can offer Latin American companies the possibility of making native ads in a strategic geolocation application and thus reach new real audiences,” announces Ignacio Vidaguren, CEO of IMS by Aleph.
Moovit’s audience is distinguished by its high level of engagement. Urban travelers use the application to find the best public transport routes to their destination, receive live directions and service disruption notifications. These types of users often have free time before or during their journey to interact with their mobile device where, opportunely, the app is open.
“When users plan a trip with Moovit, they discover public and other shared transport options that can take them to their destination. Based on the users’ current location and route points during their journey — origin, destination, and points of transfer — an ad appears, inviting them to deviate just a few minutes from the route to visit the advertised shop. Also, during the trip, it is common to look at the phone more than once to check on the journey, which is an excellent chance to impact them with a new ad. The opportunity is enormous,” explains Pamela Chavarria, Global VP of Corporate Development of IMS.
These types of ads, known as “Native Ads”, are a trend in the sector. Due to the nature of native advertising, the user perceives this type of promotion as part of the app and interacts organically with the content, generating direct results for advertisers.
In addition to traditional ads, such as small banners and interstitial ads, Moovit uses strategically distributed native ads. They appear on the Home Page, Suggested Routes, Itinerary, Line Details, and Station Details screens, in addition to nearby locations on the Stations screen, Itinerary screen.
“We look forward to working with Aleph in markets across Latin America to enable local advertisers to leverage moments when users are out and about to create meaningful touchpoints,” said Yovav Meydad, Moovit’s Chief Growth and Marketing Officer. “Our ultimate goal is to help people get around town effectively and conveniently, and that includes providing an app experience with relevant nearby information to each user.”
With this new alliance, Moovit joins IMS’s portfolio of strategic partners in Latin America, which includes, among others: Twitter, LinkedIn, Snapchat, Warner Music, Twitch, TikTok, Electronic Arts and Activision Blizzard Media.
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