Start Generating Traffic to Your Business with Waze Ads
If you haven’t already heard of the traffic app, Waze, you’re about to have your mind blown and most likely your morning and evening commute changed. Waze has been being utilized by drivers world-wide in order to find the clearest and fastest route to their destination, with real time traffic alerts from wrecks, construction, or normal congestion. Over 50 million people use Waze on a daily basis for traffic alerts, but marketers have recently taken the app world by storm with the introduction of Waze Ads.
A Breakdown of How Waze Works
The user has the app running the entire time they are driving to receive alerts like route changes or speed traps. With Waze Ads, marketers can reach their consumers with promotions or to spread awareness when they are in close reach.
New Waze to Reach the Consumer
A case study done from Men’s Wearhouse using Waze Ads resulted in significant traffic to the chain’s physical locations. The store was running a promotion incentivizing consumers to donate clothing for a 50% in-store discount, which drove over 8,000 people to the store locations. Whenever a consumer was in the vicinity of one of the stores, the ad would generate on the Waze app, prompting the user to get directions to the nearest store. The ad gives the user the option to save the offer to their personal inbox, which allowed Men’s Wearhouse to target them later and present additional information and reminders about the offer to the user.
Waze Ads is giving marketers a way to personally engage with consumers by harnessing the value of pinging the user when they are in a certain location and giving them the accessibility of getting there with the touch of a button.
Waze Ads is a way to conveniently and impulsively reach consumers in order to spread brand awareness, showcase specific promotions and increase foot traffic to stores. Advertisements generated from Waze can vary from urging consumers to make substantial, long-term purchases like a car or mobile phone to quick and easy buys like gas or last-minute hotel stays. Waze Ads is giving marketers a way to personally engage with consumers by harnessing the value of pinging the user when they are in a certain location and giving them the accessibility of getting there with the touch of a button.
Formatting Ads for Best Results
What a business is offering can determine what type of Waze Ads they can create. Waze has four different ways of formatting in order to deliver to the audience appropriately:
- Branded Pin: This ad is like a digital billboard that alerts and reminds the user that they are near the location and gives the user an estimated time of arrival and directions at the push of a button.
- Zero-Speed Takeover: This ad appears to a selected audience whenever they are at a stopping point and their attention is highest.
- Nearby Arrow: Whenever the user first opens the Waze App, this creative appears on the gridded map indicating the business is nearby and can advertise deals or promotions.
- Promoted Search: This type of ad allows for your business to appear at the top of the users search results when searching for their destination. It shows how close the business is and can highlight advertise deals and send the user there just by tapping their screen for directions.
Each of these formatted ads allows the user to either go directly to the business by tapping the ad for directions, save the offer for later, call the business, or save the location.
Maximizing Options for Marketers
In addition to normal commute time, Americans spend on average 38 hours per year stuck in traffic, which varies depending on the location. Waze Ads have created a way for marketers to capitalize on moments when their audience is within arms reach.
Targeting consumers based on their current location has made it possible for national brands to not only connect with local audiences, but also take advantage of impulsive buying behaviors. We expect to see other social networking moguls to harness this type of local interaction in order to reach people in more personal Waze.