Waze APAC Mobility Academy — 5

5. Targeting and Reporting

What are the targeting method does Waze Ads offer?

Waze’s targeting features ensure that your ads reach the right audience, at the right moments, with the right content. Categorized into drivers’ behaviors, you can choose to target a specific type of drivers, at a specific mobility moments.

The most common targeting on Waze is Geo-fencing. We could target drivers when they are within a radius of a certain location. We could also use Polygon Targeting to target specific country, city or areas in the city.

Destination Targeting is another common solution. It allows an advertiser to reach Wazers in a very specific frame of mind, when they’re currently on a route with a destination matching specific packages of categorized businesses. For example, we could target “Gas Stations” for a fuel brand, target “Home” to remind drivers to pick up a new CPG product on the way home, or “Work” for a fast food breakfast meal.

User Interest Targeting allows advertisers to target drivers based on past navigation destinations, like “Auto Lovers” are those who always navigate to car dealerships, “Coffee Drinkers” are those who regularly visit coffee shops.

Waze also offers other targeting solutions such as Weather Targeting, Carrier Targeting, Traffic Targeting and so on.

Waze Ads Measurement

Waze Ads helps you answer the most cared question by a brand — “How many actual visits happened to my business stores?”

Navigation and Navigation Lift are the most important measurement metrics of Waze Ads. We are able to tell you exactly how many visits to your business locations are generated by your Ads on Waze, and the percentage increased after the campaign.

Waze could also tell how the brand is performing compared to other brands, by providing the Navigation Share within the category. Also Waze could tell your campaign ROI by providing the actual Cost per Navigation.

Waze Ads also can help brands to track other basic branding measurements, including Impressions, Unique Reach, Engagement rate, and Brand Recall.

Waze Ads Insights

Waze is able to provide powerful consumer mobility insights, thanks to our comprehensive reporting and analytical tools.

Waze is always ready to find consumer insights from their mobility behaviors, by looking at navigation trend on daily and hourly.

Waze is also able to track Ads performances instantly. We share Ads Performance Reports to clients on a weekly basis, and also provide more thorough trend summary with Monthly Reports.

These powerful reporting and analysis tools help guarantee the effectiveness of Waze Ads for brands.