LSA18: Waze Local - The Story Behind the Ad Solution
3 likes840 views
Waze Local provides advertising solutions for small and medium-sized businesses. It introduces two new offerings, Starter and Plus, that allow businesses to create ads from $2 per day. These offerings give businesses location awareness, the ability to track ad metrics in real-time, and bring more drivers into stores. Waze Local ads have been shown to increase monthly navigations to businesses by an average of 20.4%.
LSA18: Waze Local - The Story Behind the Ad Solution
- 1. Style Guide WAZE LOCAL DECK go/wazeads-pitch-material ROB BERNTON, Head of Waze Mid Market, North America [email protected] Putting SMBs on the Map
- 2. About Waze World’s largest community-based navigation app with 100M+ active users A Google company Our mission: Outsmarting traffic, together. waze.com/business
- 3. Community -based Reporting Hidden Visible Light Heavy Standstill Major Minor On Road On Shoulder Weather Speed Red Light Fake 50M+ Reports per Month 500k+ Community Volunteers
- 4. 100M+ Active users on Waze PINTEREST SNAPCHATTWITTER WAZE INSTAGRAM FACEBOOK Average total time spent in the app (Comscore 2017, per weekly active user) 2:00:00 6:00:00 Waze: One of the Most Engaging Social Apps waze.com/business
- 5. Top 50 Brands 35 October 19, 2017
- 6. How can we help advertisers? waze.com/business
- 7. The journey has just begun. 2011 Waze for Brands Ads for large enterprise 2016 Waze Local Beta Israel 2018 Waze Local Starter & Plus 2018/2019 Waze Local Future Roadmap Dashboard Redesign Agencies & re-sellers Partners Program ...and much more!Starter - Self-service available in 55+ countries Plus - Active sales presence in 5 major markets
- 8. Introducing Waze Local Connecting local businesses to drivers waze.com/business
- 9. Most Important Decision Drivers for SMBs Track how many people see my ad Reach people near my business location Pay based on results Set up my ad online Choose my pricing, payment & service level Talk to someone if I need help Target different areas & cities Track who navigates to my location Optimize based on real-time results Target drivers specifically 72% 70% 69% 69% 67% 67% 65% 65% 64% 58% waze.com/business Source: ResearchNow & Waze (2017). 800+ SMB respondents who answered important to very important. Survey “how important the following attributes are for your business when choosing an advertising solution”.
- 10. Most Important Decision Drivers for SMBs Track how many people see my ad Reach people near my business location Pay based on results Set up my ad online Choose my pricing, payment & service level Talk to someone if I need help Target different areas & cities Track who navigates to my location Optimize based on real-time results Target drivers specifically 72% 70% 69% 69% 67% 67% 65% 65% 64% 58% waze.com/business Source: ResearchNow & Waze (2017). 800+ SMB respondents who answered important to very important. Survey “how important the following attributes are for your business when choosing an advertising solution”. 1 2 3 Simplicity Tracking Capabilities Location Awareness & In-store Traffic
- 11. Need #1 Location Awareness & In-store Traffic waze.com/business
- 12. ADD SCREENSHOT HERE Crop off the bottom of the screen using the crop tool Branded Pin Location awareness of your nearby store.
- 13. ADD SCREENSHOT HERE Crop off the bottom of the screen using the crop tool Promoted Search Get priority ranking among drivers’ search results. ADD SCREENSHOT HERE Crop off the bottom of the screen using the crop tool FIat of New Fairfield 3 Autumn Ridge Road, New Fairfield, CT 06812
- 14. Zero-Speed Takeover A digital billboard, reaching drivers when their attention is highest. ADD SCREENSHOT HERE Crop off the bottom of the screen using the crop tool
- 15. HOME Drive There A Takeover Ad Serves when a user’s route overlaps with the radius of a brand location
- 16. Waze Local bring drivers to local businesses In 2017, more than 3.3M drivers visited local businesses advertising on Waze in the US - that’s more than 9k a day. 3.3M+drivers Source: Waze Internal Study (2017) waze.com/business
- 17. Impact of Waze Local In the US, SMBs already on the Waze map saw 20.4% more monthly navigations when they started advertising with Waze Local. Source: On average. Waze Internal Study (H22017) on 1.4K+ US advertisers. Ads Live 20.4% more monthly navigations waze.com/business
- 19. Two new offerings Starter & Plus from $2 per day AD FORMATS SUITABLE FOR (# LOCATIONS) Promoted Search Branded Pin Zero-Speed Takeover Arrows TARGETING Geographic Time Scheduling Advanced ACCOUNT SETUP Live Support SUPPORT Email Phone In-Person BILLING Credit Card Invoice PRICING MODEL INVESTMENT PER DAY STARTING AT 1 - 10 1 - 50 50+ Starter Plus Waze for Brands CPM CPM CPM $2 $100* $850 Waze Local *3-month commitment
- 20. Zero-Speed Takeover Branded Pin 3.1X further More visibility with Waze Local Plus In the U.S., Takeover ads can reach drivers that are 3.1 times further from your business vs. a standard pin on the map. Source: Waze Internal Study (H22017). waze.com/business
- 21. Need #3 Tracking & Reporting waze.com/business
- 22. Metrics we track on Waze Impressions Clicks Navigations Call & URL Info Button Clicks History Navigations* Save Clicks* Inbox Impressions* Inbox Action Clicks* *Available for Waze Local Plus only
- 23. Key Take-a-Waze 1. Waze Local raises location awareness and brings drivers to local businesses. On average, businesses see 20.4% more monthly navigations. 2. Introducing two new offerings Starter & Plus that meet small and medium businesses’ needs. Quick and easy. 3. Waze Local gives businesses the ability to track and manage their ad campaigns in real-time. waze.com/business
- 24. The journey has just begun. 2011 Waze for Brands Ads for large enterprise 2016 Waze Local Beta Israel 2018 Waze Local Starter & Plus 2018/2019 Waze Local Future Roadmap Dashboard Redesign Agencies & re-sellers Partners Program ...and much more!Starter - Self-service available in 55+ countries Plus - Active sales presence in 5 major markets
- 25. Head of Waze Mid Market, North America ROB BERNTON waze.com/business