Social media has become the center of attention for some time now, and it's a major solution to many common problems in modern society, apparently even traffic chaos, and for those who want to leverage it to promote their business. It was with this in mind that in 2013, Google acquired the social GPS app Waze from an Israeli startup and transformed it into an efficient advertising platform.
Waze is a mapping app that allows you to plot routes based on traffic conditions. It provides information such as traffic jams, speed limits, and speed bumps, as well as real-time travel time calculations based on traffic conditions and vehicle speed.
Unlike a regular GPS, Waze works as a community and allows users to share information about traffic conditions and maps. It also has other typical social media features, such as the ability to create groups and add friends, exchange messages about alternative routes, points of interest on the map, and even traffic accidents.
According to the latest survey conducted by Google, Waze has more than 50 million users worldwide, and in the ranking of countries with the largest number of users, Brazil already appears in second place, losing only to the United States.
How to advertise on Waze?
Of course, Google wouldn't invest in something that wasn't profitable, and with Waze it was no different. The app started out free, demonstrated its full practical potential, and soon transformed into a super advertising platform.
Waze's biggest insight is its proximity-based advertising. When a user passes by a location with an advertiser, the browser's map displays a banner with the offer and the location pin.
Advertising on Waze works on a CPM basis, the famous cost per thousand views. In other words, for every thousand views of the ad, the company pays US$1 and the minimum monthly amount is US$50.
With the dollar on the rise, everything related to it seems immensely expensive, but in this case it certainly isn't when compared to other portals like Terra and Uol that charge, at the very least, triple that per CPM.
Waze limits ads to 80 characters, so in addition to being objective, you need to be creative with your text to capture attention.
The app offers two advertising formats:
Map Pins: Very similar to the Maps layout, this includes temporary points of interest on the map. These Pins appear based on the number of impressions purchased by the advertiser and are typically related to their location. The main advantage of Pins is the ability to attract drivers near your store.
Pop-ups: Pop-ups appear when drivers are stopped in traffic, such as at a traffic light or while waiting for someone, for example. In this case, the ad will be more effective for brand positioning than for immediate conversion. It allows you to segment campaigns and determine the frequency of offers based on the user's profile and the regions they frequent.
Because Waze's search engine is integrated with Foursquare, Bing, and Google Maps, businesses need to be on these platforms to promote their ads. Once this step is completed, registration is very simple: just confirm your login and password and you'll be directed to the advertiser dashboard, where you'll provide basic information about your business, location, and hours.
The target audience will be those close to the advertiser's location.
Should you invest in Waze or not?
As with any marketing strategy, everything is measurable, and diversifying can be surprising. The cost is comparable to other marketing initiatives, and your company has a good chance of being seen by someone who would otherwise pass it by.
When users click on your ad, they have access to all your information, can save your location for a future opportunity, or navigate directly to you.
Even if your ad doesn't cause the driver to make an unexpected stop mid-route, it will at least bring visibility to your brand.
O Waze It's your company's chance to be part of your customers' journey and create meaningful experiences for them during a simple journey.
At Kaizen, we're experts in Waze advertising. This app gets a lot of traffic, and we know how to leverage it to boost your business. Don't hesitate to contact us, and we'll help you create the best digital marketing strategy for your company.
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