The advertising market in Europe is on course to reach $40 billion by 2018, says eMarketer, whilst location intelligence stands to increase from $12.4 billion last year to $32.4 billion by 2021 according to BIA Kelsey.
In line with this trend, location data company, Factual, has just announced its global expansion plans to boost growth in Europe.
During 2016, Factual almost doubled the figure of active companies licensing its data in Europe. In order to continue this growth, Factual has hired Mandeep Mason as Managing Director of Europe. He will focus on Factual’s European expansion to capture the growth in this market. Mason has previously managed businesses and brings on board experience within location data.
Rob Jonas, SVP Revenue for Factual, says:
“We are delighted to add Mandeep to our global leadership team, after several quarters of careful evaluation of the market opportunity in Europe. There are few individuals with such a deep understanding of mobile, location, advertising, and data and we are confident we have secured the very best executive to support our many clients and partners in the region. Europe is a complex market and experience is paramount when building out strong regional operations.”
Companies worldwide, including Apple, Facebook and Uber, are using Factual’s Global Places data and Geopulse products to identify audiences and data they need to optimise their campaigns.
Within Europe, Factual’s Places data now includes 22 countries and covers 45 million places. The company continues to update places in real time. Worldwide, Places has over 100 million local business listings and points of interests across 50 countries.
As part of his priorities, Mason will lend support to existing partners in Europe and extend local relationships. He will be responsible for expanding the company’s footprint in London, where Factual opened an office in early 2016. For Mason, it’s clear that Factual is enjoying a wave of momentum in Europe and given its existing high-profile clients has been clearly validated.
Mason joins from PlaceIQ where he was General Manager and created go-to-market strategies for new markets to drive ad revenue growth. He previously worked for Mobile Advertising Sales & Strategy at Microsoft and prior to that, spent five years at Nokia’s mobile ad group to oversee an early mobile display advertising network.
Having held advisory board roles for the IAB and MMA in Europe to drive best industry standards for advertisers, he’ll be likely to demonstrate informed leadership qualities.