On their journeys, motorists are confronted with numerous advertising contacts, including billboards...
Whether it's to get to work or even to go on vacation, the use of a vehicle remains THE preferred means of transport. This makes motorists an interesting marketing segment. On their journeys, they are confronted with numerous advertising contacts via billboards (digital or paper), radio, mobile applications and GPS driving aids integrating geolocation advertising solutions. This is where Waze Ads comes in.
As a reminder, Waze is a navigation application powered by users. Users transmit information on traffic conditions in real time, and are alerted when a problem occurs on their route.
This tool currently counts over 16 million motorists per month in France. With its large database of users, it therefore offers strong advertising potential for companies. That's why, thanks to this Ads feature, you can promote the sale of your products and services through ads broadcast at key times of the day.
It is essential to integrate this lever into your marketing strategy, as Waze Ads offers many advantages and will help you achieve your objectives, as detailed below:
One of the major advantages of this application is that it enables you to develop brand awareness by bringing your establishment to the attention of motorists. Drivers will be more inclined to visit your store to make their purchases. This boosts the visibility of your company and its website.
Another advantage of Waze Ads is that this marketing lever gives you the opportunity to reach a maximum number of customers by expanding your audience. As mentioned above, drivers in the vicinity of your business can be targeted by your ad campaigns. Given that the tool counts over 16 million users every month, when it comes to the targeting stage in the creation of your ads, this large database will enable you to choose your prospect audience precisely, using a wide range of criteria.
Last but not least, this navigation application enables you to increase the number of visits to your store by helping users to find you easily on the map. With the different formats and Call to Action options available, you can increase footfall and traffic at your point of sale by encouraging motorists to visit.
Depending on the type of objective you've set yourself, there are several advertising formats that can meet it. The two main ones are :
The PIN format is the most widespread. This is represented as a pin on the map and is coupled with a search function. It signals the presence of your store to nearby motorists. You can include information such as your opening hours, as well as promotional offers. All the user has to do is click on the PIN to see all this information. To get there, they simply need to select it to generate an itinerary. In the case of companies with parking lots, it may be appropriate to place this pin at the entrance to the car park. This model allows you to create local awareness by referencing your store.
The second most popular format is the takeover. While the motorist's vehicle has been stationary for a few seconds, an advertising banner appears to capture his attention. The banner disappears as soon as the vehicle starts moving again. However, it is possible to use the "Save for later" function to save it and return to it at a later date. This model is mainly used for promotions and/or special offers. If the user is interested, all they have to do is click on the "Go" Call to Action, and the application will suggest an itinerary.
To access Waze's advertising offers, you need to create an account on the application. In this space, in addition to entering the name of your establishment, you'll need to provide its description, the category to which it belongs and its location. Once these elements have been entered into the tool, you'll be asked to enter your maximum daily budget, as well as your billing information.
It is important to note that this information can be changed at any time.
Once you've created your Waze account, it's time to set up your first advertising campaign. To do so, you need to choose your advertising objective, i.e., know what need your campaign will meet. Once this condition has been met, you need to select your ad format from the Pin, Takeover or Arrow ads listed above. Once you've made your choice, all that's left to do is assign a name to your ad, import an image or banner and define the action you want users to perform.
Once you've completed these steps and launched your campaign, all that's left to do is analyze the results and see what your return on investment is. To this end, a report is available with a detailed display summarizing all the performance of your ads. You can access all the different data concerning the engagement of your target audience, such as :
- The number of impressions on a Wazer screen
- The number of times users have registered your outlet
- Amount spent
- The number of navigations to your sites
- The number of clicks on your ads and their rates
- The number of times Wazers use your Call To Action buttons
- Etc.
To simplify the process, you can also use an advertising platform such as The Ramp. With its "all-in-one" format, we'll help you easily manage all your point-of-sale advertising campaigns across all advertising levers, including Waze.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.