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Avichai BakstDirector of Business Development, Waze Ads, EMEA
AN INTRODUCTION
TO WAZE
#WazeWin
WAZE MILESTONES
2008Founded
JULY 2011Hit 5MM Users
JUNE 2013 Google Acquisition
SEPTEMBER 2014CCP
Mar 2016Transport SDK
SEPTEMBER 2012Launch Waze Ads
Jun 2016Carpool
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
ACTIVE REPORTING50M+ REPORTS PER MONTH
HiddenVisible
LightHeavy
Standstill
MajorMinor
On RoadOn Shoulder
WeatherSpeedRed LightFake
#WAZEWIN
TOOTHBRUSH TEST
Save every driver 5 minutes a day, every day.
OUR HISTORIC MISSION
From To
OUR NEW MISSION
Ending traffic, altogether
90+ millionGLOBAL ACTIVE USERS
WAZERS AROUND THE WORLD
11%OTHER
16%EUROPE
29%U.S.
& Canada
31%LATAM
13%ASIA
Real-time, crowdsourced traffic data.
What is this thing we call “the community”?
DriversPassive Contribution
ReportersActive Contribution
EditorsIntensive Contribution
ChampsPhenomenal Contribution
25K Map Editors50 Countries
25M+ Monthly EditsMAP EDITOR COMMUNITY
Free partnership program where we provide Waze traffic data & tools optimized for TV & Radio Broadcasting. In return, we receive free on-air Waze PR.
Partners around the globe 250
Police Departments
Tollway Authorities
TYPES OF PARTNERS
Departments of Transportation
Emergency Response
4+ minsreduction in emergency
response time
CONNECTED CITIES PROGRAM WAZE
Emergency response
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
LBM‘Location Based Marketing’
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
71% of consumers would click on or read digital ads if they better reflected what they were doing at the time
https://yahoo.tumblr.com/post/158393152734/emotional-context-could-make-digital-ads-40-more?es_p=3820105
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
67% of consumers would click on or read digital ads if they better reflected how they felt
https://yahoo.tumblr.com/post/158393152734/emotional-context-could-make-digital-ads-40-more?es_p=3820105
NETWORK NATIVE
LOCATION MARKETING
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
PURCHASE INTENTVIA IPG MEDIA LAB
NATIVE
52%NETWORK
34%
DIGITAL GIANTS
MOBILE ADS W/ LOCATION
LAYER
LOCAL DISCOVERY APPS
NAVIGATION APPS
THE LANDSCAPE
MobileCHANNEL
Location-Based Marketing
TECHNOLOGY
People On-The-Go
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
Ads Platform
OOH(Out-of-Home)
OOH Summary
ALIGN WITH OUT-OF-HOME STRATEGIES
BUILD AWARENESSIncrease your audience’s awareness of your brand or offer based on the location and context of a drive
DRIVE TO STOREBoost awareness of store locations and increase foot traffic
RIGHT EXPERIENCE
RIGHT CONTEXTRIGHT LOCATION
It’s about delivering meaningful branded experiences.
RELEVANCE
88% of driving on Waze takes place within 19 miles of home
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
Ad Units
BRANDED PINDrive location awareness and ensure your retail locations are more accessible than competitors’
#WazeTalksNYC
TOTAL REPORTS:
1.5M per day and 47M per month, worldwide. *Waze data, October 2014
ZERO-SPEED TAKEOVERBILLBOARD WITH A DIGITAL BACKBONE #WazeTalksNYC
SEARCH PROMOTIONYour locations are eligible to show at the top of search results, along with your brand logo, when users search for relevant brand and category terms.
GIVE IT A VOICE
Partner with celebrities to bring promotions to life
The ultimate native Waze experience
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
MOBILE MAFIA AWARDS 2015
Best Native, Best Local & Best in Show
WAZE SOLUTIONSAwareness | Branding | Performance
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
Which Metrics
?
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
WHICH DAY OF WEEK / TIME YOUR CLIENTS NAVIGATED?
Waze provides Unique Insights about your consumers
WHERE DID YOUR CLIENTS COME FROM?
6 km 12 min
9 km 19 min
WHAT IS YOUR NAVIGATION SHARE?
Competitor A Competitor B Advertiser Competitor C
Before CampaignDuring Campaign
Your Location
Industry Benchmark
WHAT DISTANCE YOUR CLIENTS DRIVE?
Mon Tue Wed Thu Fri Sat Sun
CALL-TO-ACTION
Drive There
Save Location
Save for Later
UNIQUE AD OPTIONS
Save Video
Change Voice
Save Offer
TARGETING
Route Length
Home & Work
Traffic Business Hours
Weather
Destination
Organic Brand Searches During Campaign
Organic Brand Searches Pre-Campaign 3PM
8AM
ORGANIC SEARCH ACTIVITY BY HOURInfluence of afternoon coffee campaign on search behavior
HOW DO I
MEASURE BRAND IMPACT?
#WazeTalksNYC
Both the exposed group and control group are asked to respond to a survey; the location of answer choices is randomized
User survey: Seen any of these brands on Waze recently?
Patty’s Pies
Dan’s Desserts 7-Eleven
None
Lucy’s Lemonade
AD RECALLSTUDY
We compare the organic navigation activity of each group to identify any lift resulting directly from exposure to your ads
NAV LIFT
CONTROL EXPOSED
NAV LIFTSTUDY
PINS 3.1%
TAKEOVERS 6.9%
PINS 75%
TAKEOVERS 133%
AVERAGE QSR RESULTS*
TAKEOVERS: THEY WORK!
AD EFFECTIVENESS STUDIES
1,326 studies22 countries
RECALL: PINS
+104%AVERAGE LIFT
RECALL: PINS RECALL: TAKEOVERs
+104%AVERAGE LIFT
+160%AVERAGE LIFT
RECALL: PINS RECALL: TAKEOVERs
NAVIGATION LIFT
+104%AVERAGE LIFT
+160%AVERAGE LIFT
+27%AVERAGE LIFT
WAZE BRAND PARTNERS
BEST PRACTICES
McDONALD'SEXPANSIVE PRESENCE
Extensive global partnership with multiple creative campaigns on Waze.
ACURAMARKETING OBJECTIVES
Encourage drivers to visit dealerships to test drive the new Acura MDX.
RESULTS
43M impressions10K navigations 2.12% Pin Navigate Rate7K Search Clicks
76® MARKETING OBJECTIVES
Increase offer awareness of Tank 5 sweepstakes to entice more Wazers to fill up at 76 stations.
RESULTS
Saved Offers: 35K+ Navigations: 10K+
ActimelMARKETING OBJECTIVESStrengthen Brand’s emotional connection by providing messages based on brand’s functional benefits
INSIGHTActimel gives you a resilience boost
ResultsBest Mobile Native campaignReach: over 1M Wazers+140% brand recall
+140% brand recall
LIBERTY MUTUALMARKETING OBJECTIVES
Targeted driversexperiencing extreme weather with cautionary messages.
4 THINGS TO REMEMBER
Context is Key
Waze Knows Drivers
Ads on Waze Change Driver Behavior
Opportunity in ES is NOW
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