Pitch deck: How Google’s Waze sells ads
Google’s navigation app Waze helps drivers get to their destinations quickly. Simultaneously, it sells ads that try to convince drivers to alter their routes. Branded pins, for example, could highlight a nearby restaurant or retail store.
Waze recently partnered with WPP to help grow its ad business. “The goal is to deliver a better experience for drivers and a better experience for brands — more contextual, better targeted — than what is available today through traditional mediums such as radio and billboards,” said Sanja Partalo, svp, corporate strategy and digital development at WPP.
Digiday obtained a recent pitch deck by a sales representative at Waze from a source at a U.S. ad agency. The deck describes Waze’s audience in the U.S. — 29 million monthly active users who spend 10.5 hours per month on the app, on average — and shares examples of previous Waze campaigns from brands such as Outback Steakhouse, McDonald’s and 99 Cents Only Stores.
Ad buyers, with clients in retail and food, said they see Waze as an effective and inexpensive option. Ads on Waze start at $2 per day for a business advertising one location, according to a pitch deck Digiday obtained last May, and are sold at cost-per-impression. But buyers recently have asked about more personalization and targeting options. Google and Waze don’t share data with each other, so advertisers cannot target Waze users based on their Google data — at least for now.
Google doesn’t break out how much revenue Waze makes in its earnings, but the audience is evidently much smaller than Google overall. Waze has 115 million monthly active users in total, as of the WPP partnership announcement in February.
‘Now that I’m a mom, things need to change’: What a PR firm is doing to prevent burnout for working moms
As the pandemic continues to blur the lines between work-life balance, one communication firm is rolling out new measures to help working moms.
‘No better context’: Cooler Screens’ founder and CEO Arsen Avakian on returning to in-person networking
Digiday caught up with Avakian to hear how the company is approaching the hybrid festival as well as the return of in-person networking, retail media and the supply chain issues hammering companies today.
How WFH is taking its toll on our physical wellness
Not only have anxiety and depression become concerns among the workforce but so have physical ailments like exhaustion, aches and pains, headaches, digestive problems and high blood pressure, since permanent working from home was enforced.
SponsoredHow publishers can future-proof their contextual advertising strategy
Sal Cacciato, managing director, North America, video intelligence The discourse on contextual targeting has moved from “if” to “how.” Publishers are well aware that they need to be packaging their audiences in ways that enable contextual targeting, but many are still asking themselves what is the best way to achieve that goal. In a telling […]
A gaming influencer is launching a cannabis brand. Here’s how (and why) he’s converging the two worlds
As the esports audience ages into marijuana consumption, broader cultural attitudes toward the drug have also softened.
Member ExclusiveFashion marketers prepare for supply chain sustainability — and disruption
Fashion marketers are working overtime to understand what's next — including supply chain and sustainability.