Waze APAC Mobility Academy — 4
4. Waze Ads Formats
What are the basic Ads formats on Waze?
Waze Ads offers different kinds of basic ads formats today, including Nearby Arrows, Branded Pins, Zero-speed Takeovers, Promoted Search.
It is critical to have an always-on strategy on Waze leveraging these 4 different formats to make sure your brand always stay on the map.
1. Branded Pins
Branded Pins increase awareness of businesses along or near drivers’ routes.
Like a digital store sign, Branded Pins inform and remind drivers that your business is on or near their routes.
Pins clearly mark a business’ location on the map, and users can click on the Pin to learn more about your brand, like your business’ address, hours, phone number and special deals.
Actions: Drive There, Save for Later, Save Offer etc.
Pricing: CPM
2. Zero-speed Takeovers
Zero-Speed Takeover reaches more Wazers and increases navigations to your business locations.
Like a digital billboard, with Zero-Speed Takeover, your ads pop up when Wazers have come to a complete stop on their route. These ads include information about your business and a Call-to-Action message.
At Waze, we value safety, and this is the perfect — and safest — time to catch drivers’ attention!
Actions: Drive There, Save for Later, Save Offer etc.
Pricing: CPM
3. Nearby Arrows
Nearby Arrows increase awareness of businesses that’s near the driver, and can help drive navigation to the location.
Like a digital signage, at the beginning of a driving session, Nearby Arrows inform drivers that your business is near them. Users can click on the Arrow to learn more about your brand, and could choose to drive to your location immediately.
This helps drivers notice your brand before starting the drive.
Actions: Drive There, Save for Later, Save Offer etc.
Pricing: CPM
4. Promoted Search
Offered in tandem with Branded Pins, Promoted Search is the most effective tool to drive navigation to store locations after users are exposed with constant brand reminder from other Waze ads format (Pin, Arrow, Takeover).
More than 70% of the navigation to store is actually driven by Search. It is important to make sure your brand logos always stays on top of the search result list!
Actions: Drive There
Pricing: Value Add for Pin (no CPM cost)
Are there any more innovative formats?
Waze also provide other innovative formats, for example Change Car, Change Voice, Extreme Takeovers, and so on.
Change Voice campaign by Rexona in Philippines
Change Car campaign by Malaysia Airline in Malaysia
