One of the golden rules of advertising is to go where the “eyeballs” are, and the eyeballs are on Waze. For 110 million drivers worldwide, the Waze app has become an integral part of daily life. An average user spends 10.5 hours per month on Waze, which is more than Snapchat, Pinterest, and even Twitter. Not only are users spending a lot of time on Waze, but also the “eyeballs” on the app are highly engaged, loyal consumers.
Because of this, Waze ads are the perfect opportunity to capture the attention of your target customer and convert them into visiting your location and purchasing your products or services.
What is Waze?
Branded as a human movement company, Waze allows people to navigate their daily commute in and out of the office with ease, to avoid road closures and delays on vacations or trips to visit family, or to catch a ride with a friendly face in order to reduce their carbon footprint.
This GPS navigation software app is more than just a way to get from point A to point B. It provides turn-by-turn navigation information and user-submitted route details to keep users informed and safe while on the road. Users can flag construction, abandoned cars, and even locations where police are radaring.
What types of ads does Waze offer?
Waze is now offering opportunities for businesses and advertisers to participate in this dynamic marketplace. The select ad formats all offer unique and effective ways to advertise to your target customers.
Think of these as digital store signs in the Waze app. Pins mark business’ locations on the map. Then, when users click on the pin, information such as the business’ hours, phone number, address, and special offers are shown. Users can select to drive there, save the location for later, or to save the offer. Advertisers pay on a CPM basis.
When users search for your services, you will be given priority in the search results. With all the same information and actions as branded pins, the best part is that this offering is free alongside branded pin campaigns.
Zero-Speed Take Over
If you are a large business or brand who plans to spend $169 daily or more, Waze offers this additional ad format. Think of these as digital billboards. When a user comes to a complete stop for over four seconds, the ad will pop up on the users screen with business information and relevant offers. This powerful tool is an effective ad format to reach more users and drive more navigations to your location.
Do these ads work?
While Waze ads have only recently been introduced as a new platform for advertisers and brands to reach target customers, it has already shown to be extremely effective.
Business using the Waze app in the United States have seen a 20.4% increase in navigation to their locations and am 82% lift in brand recall on average, according to data reported by Waze.
A big reason for this success is that it passes “The Toothbrush Test.” This is a “term to describe an app that provides such consistent utility that users feel as if they’ve missed some vital part of their daily routine if they haven’t used it twice a day.” This high utility typical leads to not only a deeper trust and loyalty among the audience, but also a deeper user understanding and better targeting for advertisers.
For more information on the success of these ads, check out their informative case studies.
Key Stats on the Audience
In the United States, …
- 48% of Waze users are women and 52% are men.
- 48% of Waze users, the largest group, are between 35-54 years old. 35% of Waze users are between 25-34 years old.
- 46% of Waze users have household incomes of $100k+ USD/year.
- 65% of Waze users have between 2-4 people in their household.
As you can see from the abundant data, Waze Ads are a powerful and exciting new platform for advertising. The large, highly engaged audience is on the move and ready to become your new customer. While these ads will not fit every type of business, it can be a powerful strategy for the right fit. Gas stations, restaurants, retail stores, and entertainment locations are all great fits for this strategy.
Adventure Ad Agency is proud to be a Waze Certified partner. If you’d like to learn more about whether or not Waze Ads are a good fit to boost your business’s brand recognition and sales, contact us here or call us at 1-864-400-9920. To learn more about the latest advertising trends and strategies, check out more of our blog.