With over 140 million active users in more than 185 countries (up-to-date March/2023 numbers), Waze has become one of the most popular navigation applications in the world. It is also a super-suitable platform for companies to reach new customers through targeted advertising.
Waze Ads is an advertising platform that allows real-time ads for drivers based on their location and destination. It also allows local companies to promote their products or services to people who are in transit and looking for something nearby. With Waze, you can create personalized ads targeted at specific audiences, helping them reach their ideal customers.
Contents
Toggle- What is Waze?
- Internet Connection is fundamental
- How does Waze advertising work?
- Waze Ads Resources
- Is it worth announcing at Waze?
- Conclusion
What is Waze?
According to Google itself, which bought the platform in 2016, Waze is a step-by-step GPS navigation application that shows real-time traffic updates, as well as all kinds of social elements and gamification that make any route fun.
The “Wazers” (who are inside a vehicle, whether driver or passenger) can actively send information about traffic, police blitz, works, speed radars and more. Moreover, as it is all generated by the user, the more people use this service, the better (and more addictive) it gets.
In general, there is more than one route to reach a destination, and the question the user asks himself when entering the car is always this:
What's the best route for me now?
Its operation is very simple and not by chance similar to Google Maps. After you enter your favorites (such as home or work addresses) and drive with the app open along each of these routes, Waze will collect information and learn your optional paths. In this way, he can answer the question every morning “which route is best?
After entering the destination address, the user travels the route with the app open on the smartphone to passively contribute data on the roads and traffic. It can also play a more active role and share track reports in case of accidents, speed radars or any danger along the way.
Thus, other users in the area receive a warning about what is to come. In addition to the local communities of drivers using the app, Waze also houses active communities of online map editors, which ensure that the data is as up-to-date as possible.
With Waze, it's fun to help other drivers with points and achievements. Everybody starts out like a Baby Waze. Drive with Waze open, send alerts on incidents along the way and earn more points to become an experienced Waze, a Waze Knight or even be among the selected few who are Waze Royale class.
From the point of view of social interactions, Waze also has a lot to contribute. See close friends on the map, share your trip and find out when everyone is getting where you are.
Internet Connection is fundamental
The developers of the platform assumed that there would be Internet connection throughout the use of Waze or at least most of it. For all aspects of the application to work, you need to have an active data connection on your mobile device. This connection enriches Waze with real-time traffic information and guarantees an updated map. Without an Internet connection, you cannot locate or navigate a path.
If your connection is intermittent, Waze will try to recover data from servers referring to alerts and traffic hazards, but it is possible that it does not provide reliable information.
How does Waze advertising work?
Waze works on locations. It's about showing the marks as the user goes through somewhere. Its main advantage is that everything can be visual with logos and images appearing on the map. After all, what other campaign works better than having visual resources as your main means of communication? And that also appears repeatedly.
Also, if the app fails to connect with Waze servers, you will not be able to publish risks encountered as accidents or holes in the roads. Waze does not store alerts or cached map errors to send later.
Follow below the methods you can consider when using Waze for your ad campaigns:
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Speed control
Waze detects the speed at which the driver is moving. During high-speed travel, it may not be a good idea to display any advertising messages, but if it is forced to stop for more than a certain period of time, say, 3 or 4 seconds, then it is a good time to show some high-impact ads.
It is common to appear ads at Waze in traffic lights or traffic jams, where they are visually attractive and can be of great importance to the brand owner.
If you are using this mode, make sure that the brand message disappears as soon as the vehicle moves.
Pins (pins) at the centre of the markings
The well-known PIN icon It is among the top logos such as Whatsapp, Facebook and Instagram. The location pin is your best bet when it comes to marketing at Waze.
Brand owners should make use of this icon by sponsoring the location where they work on the map. From there, create an action call (CTA) that can involve routing to a different destination or even allow the user to save the location.
In other words, you are putting the so-called ‘outdoors’ that are virtual within the Waze map itself. Note that your pin should only appear when the user is close to you (which makes this a great location-based campaign).
Waze Ads Resources
Waze Ads offers various features that make it an ideal tool for local companies. Some successful use cases involve construction companies, who advertise on the platform to bring interested parties to the enterprises; car dealers and dealers, supermarkets, bakeries and gas stations, among others. Check out some of Waze Ads' main features:
- Location-based segmentation: the Waze Ads allows companies to segment potential customers based on their current location and where they are going. This feature allows companies to reach people close to their business, becoming an excellent tool for local companies.
- Personalized Ads: the Waze Ads allows companies to create personalized ads that reflect their brand and message. These ads may include logos, images and call buttons for action, making them more engaging and effective.
- Real-time reports: the Waze Ads provides real-time reports on the performance of ads. This feature allows companies to monitor the effectiveness of their ads and make the necessary changes to improve their campaigns.
Is it worth announcing at Waze?
The answer is obvious: it depends on your budget, goal and business model.
The platform is charged by CPM (Cost Per Thousand). Which means every thousand displays of your ad are charged at least $1 dollar from your budget. Waze also offers suggestions for CPM according to the level of its competition.
Unlike Ads and Face Ads, Waze requires the advertiser to invest at least $50 a month and you have to have an international credit card, which is still a limitation for many companies. You can choose monthly collection, where the advertiser can set a maximum amount for the budget per month.
To understand if the platform is worth it for your company, try to evaluate issues as potential return on investment (ROI). A few questions to ask yourself:
- Is your brand and your goal compatible with the application proposal? That is, to reach the drivers in travel at certain times of the day?
- Would it be positive to advertise locally?
- Bet on attraction for proximity to location?
In general, Waze has a lot of positive points, such as its integration with Bing, Foursquare, Maps and other tools and resources, such as Google's geographic search.
Conclusion
Waze Ads is a marketing strategy to be experienced by local companies that want to prospect for businesses and new customers. Its localization-based targeting and custom ad features make it an effective platform to promote products or services for people who are on the move, circling in their cars.
Start using Waze Ads is easy, and companies can start seeing the results quickly. By harnessing Waze Ads' power, you can generate more traffic and achieve the much-desired sales.
At National Vox NVX we use Waze Ads for organic and advertising campaigns with our digital performance customers. Are you interested? Talk to me here.
