Waze has allowed larger brands to buy ads for years, and it’s been beta testing Waze Local since 2016.
” It’s been a gradual strategy ,” told Matt Phillips, who results the Waze Local squad.” We wanted to get onto right .”
He added that the key is understand the needs of small and medium-sized companies — like the fact that most of them are more interested in driving traffic to their physical stores than their websites.
As Phillips explained it, Waze Local’s” core ad format” is the branded pin, which will appear on users’ screens as they drive near a store’s place. For some advertisers, such as coffee shop, a branded pin might persuade drivers to make a quick detour before they continue their commute. For others, the pin might not lead to an immediate action, but it still helps build awareness.
In addition, Waze Local offers advertisers the opportunity to promote their listings in Waze search results, and to operate what the company calls a zero-speed takeover — a big banner ad across the top of the screen, which merely appears when the driver has come to a complete stop. And advertisers can see real-time data on how their campaigns are performing.
Waze will charge for ads on a CPM basis, and Phillips said industries running the most basic campaigns could pay as little as$ 2 per day.
If you’re worried about the app get overrun with ads, it’s worth remembering that Waze was already offering these formats to larger advertisers. So you are able just see more ads now, and more of them are likely come from local business.( Phillips also said Waze will never indicate more than three branded pins at one time .)
During the beta test, Waze Local objective up driving an average 20 percent increased number of navigations to the businesses buying ads. One of the early advertisers was Kung Fu Tea, which watched more than 5,500 drivers navigating via Waze Local to 16 Kung Fu Tea places over a three-month period.
When asked if Google might eventually connect Waze Local to its other ad products, Phillips acknowledged that Waze does share some anonymized data with Google around things like traffic, but he said,” Our focus is to build this platform for small and medium business … We’re happy with the roadmap as is .”
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