Where There’s A Will, There’s A Waze
Advertising on the Navigation App Offers Plenty of Benefits
Looking for different ways to up your digital marketing game? Waze may well be your answer.
The popular traffic navigation map app, which has 50 million users, is an extremely attractive option for digital marketing advertising as its crowdsourcing features add another tier on top of other, more basic apps. It’s one reason Waze has become such a well-liked – and well-used – tool for anyone who requires directions.
So, how does it work? Advertising on Waze can come in the form of dropdown banner ads, pins, and sponsored search listings with the app. Those options aren’t original, but Waze offers other benefits not found in the typical digital advertising plan. And, let’s not forget it hits people in the physical places that aren’t generally reached by run-of-the-mill digital advertising.
With Waze, you’re able to touch people who are already in your vicinity and who are on the move. Even if the user doesn’t head straight for your business, advertising with it will build brand awareness, and we all know how valuable that is.
There are several Waze ad options available: pins, arrows, search, and zero-speed takeover. And what are they, and how do they work? We’re glad you asked.
Pins/Arrows – These work similarly in that they both show up in the Waze navigation map. The purpose of both is to create and reinforce location awareness; therefore, a pin/arrow should mark your location every time the user passes it on his drive.
Search – This gives you the ability to be found on the platform. Because you will be advertising on the Waze platform, you will be found in search and rank first for relevant terms and when a user searches for your competitor.
Zero-speed takeover – This is a type of banner ad that drops down partially when the driver has stopped, i.e., at an intersection, light, or stop sign.
To build the most effective creative ads, you should keep it contextual and memorable. The more a creative asset is customized to the specific platform or campaign, the more likely users will be to engage and remember your brand’s message. So, remember to focus your message on drivers.
You should also make your message simple and straightforward. When you reduce clutter and distracting elements, your ad can really stand out. Use a simple message that resonates with drivers. User your brand to drive awareness of your offerings or locations.
And finally, think about the end goal of your campaign. What do you ultimately want the user to do? What’s going to motivate action but not be too in their face? Choose a Waze call to action that strengthens your campaign message.
Happy trails; we hope you find your Waze to more effective digital advertising!
Contact us if you need help finding your Waze.