Location Sciences, a publicly traded global location data verification provider headquartered in London, formally announced today its North American expansion and the appointment of Warren Zenna as president, Americas. The announcements reflect Location Sciences’ commitment to providing marketers in the U.S. and Canada with access to the location data verification solutions they need to drive their goals. Zenna brings more than 20 years leading global digital marketing initiatives to his role at Location Sciences and recently led mobile efforts at both Havas and Publicis Groupe.
In his role, Zenna is responsible for Location Sciences’ market entrance, strategy, partnerships and growth. He has been advising the company since late 2018, during which time he began forging the company’s inaugural U.S. deals, the first of which will be publicly announced upon closing.
By 2025, the global location intelligence market size growth is anticipated to reach $25.25 billion. In 2017, the Location Based Marketing Association reported that as many as 65 percent of marketers expressed concerns around the quality of location data available. Location Sciences current campaign implementations indicate in some instances up to 80 percent of location signals being imprecise or outright fraudulent.
Location Sciences has developed a solution to the problem through its proprietary platform, Verify, which provides transparency to brands and their agencies, allowing them to identify inaccurate and/or suspect data signal sources. Verify detects location ad-fraud and helps marketers to more effectively target real and relevant mobile audiences.
According to Zenna, “Location Sciences’ offering has been sorely needed by the industry for the last five to seven years. As a former buyer of location data, I was anticipating the development of this solution eagerly. When I saw what, and how, Location Sciences was solving for this, I jumped at the opportunity to help make it available to the industry.”
Location Sciences CEO Mark Slade hired Zenna after Location Sciences closed big European deals and went public on the London Stock Exchange, raising $4.4 million to support its North American expansion.
“The U.S. represents the lion’s share of not only overall online ad spend but location data consumption,” says Slade, CEO of Location Sciences. “Our U.S. expansion is central to our overall business strategy and finding the right leader for this critical phase was paramount. Our extensive search required a specialized skill set and the inside out experience of someone at an executive level on the mobile media buy-side. Warren’s network and his extensive knowledge of both the mobile media buying ecosystem coupled with his success in building new businesses made him the ideal fit for our U.S. expansion efforts.”
