Waze - An introduction to Location Based Marketing on Waze

1. An Introduction to Location Based
Marketing on Waze
By : Edward Ling

2. Location based mobile marketing, for the digital age
Source: Dept of Transport
Valueable time and money lost :
Source: World BankSource : World Bank, Public Works Ministry, Economic Planning
Cost of traffic
KL : 1.1% to 2.2% of GDP annually (USD$ 3 - 6B)
Jakarta : USD$ 5B annually
Manila : USD$ 2.4B annually

3. Real-time, crowdsourced
traffic data
Save every driver five
minutes a day, everyday.
#WAZEWIN

4. ACTIVE
REPORTING
50M+ REPORTS PER MONTH
Hidden
Visible
Light
Heavy
Standstill
Major
Minor
On Road
On Shoulder
Weather
Speed
Red Light
Fake

5. #wazetlv16
2008
Founded
JULY 2011
Hit 5MM Users
JUNE 2013
Google Acquisition
SEPTEMBER 2014
Connected Citizens
TODAY
Carpool &
Waze Rider
SEPTEMBER 2012
Launch Waze Ads
MAY 2014
Broadcaster Program JANUARY 2016
Transport SDK
Waze Milestones

6. Wazers in South East Asia
Malaysia : 4.1 million +
Indonesia : 2.1 million +
Philippines : 1.1 million +
Singapore : 150K++

7. Location
based
marketing

8. Buying Journey
Purchase
Action
Impulse/
Inspiration
Need/
Desire/
Brick & mortar
Location
based
marketing
Discover
(Brand
awareness)
Seek
(Location
Awareness)
Consider
(Info &
offer)

9. Context-Aware Location Based Mobile Marketing
Out of home | Billboards
Outdoor Radio Mobile App Location
based
marketing

10. BILLBOARDS
WITH A DIGITAL
BACKBONE.

11. BRANDED PIN
Waze pins are like digital
billboards,educating and reminding
drivers of places near their drive.
*capped to max 3 pins per screen

12. ZERO-SPEED
TAKEOVER
Reach drivers on-the-go with our highest
impact ad format.
*capped to 4 takeovers per drive

13. NEARBY ARROW
Arrows point Wazers to your nearby
location during the first few moments
after opening the app.

14. SEARCH PROMOTION
Your locations are eligible to show at the
top of search results, along with your
brand logo, when users search for
relevant brand and category terms.

15. SEARCH PROMOTION
Your locations are eligible to show at the
top of search results, along with your
brand logo, when users search for
relevant brand and category terms.

16. Call to action Options
Link to
Website
Opening Hours
Telephone
number
Save Location
Save for Later
Drive There
Save Video
Add to
favorites
Save Offer
Change Voice
*Call Now
*Download App

17. ROUTE LENGTH
WEATHER
OPERATING SYSTEM
DAY PARTINGHOME & WORK
TRAFFIC TYPE
DESTINATION TARGETING
Targeting

18. #wazetlv16
Regional Case Study (Malaysia - Indonesia - Philippines)

19. Organic Brand Searches
During Campaign
Organic Brand Searches
Pre-Campaign 3PM
8AM
ORGANIC SEARCH ACTIVITY BY HOUR
Influence of afternoon coffee campaign on search behavior

20. #wazetlv16
Celebrity Voice Navigations

21. #wazetlv16
Delivering real-time road updates straight from drivers to viewers.
May 2014 → today: 150+ global partners
Waze for Broadcasters

22. #wazetlv16
MUNICIPAL PARTNERS
Advanced and real-time road closures, construction,
major traffic events and incidents
WAZE
Anonymous, real-time, Wazer-generated incident and
slow-down information
TRAFFIC ACCIDENTS HAZARDS
Connected Citizens Program

23. HOW DO I
GET ON THE MAP?
edwardling@google.com | +6 017 339 3636