Waze, which uses crowdsourcing to provide up-to-date traffic information, has grown quickly during the past couple of years and currently has more than 50 million users.
"New research shows how the app's promos affect ad recall and navigation rate, or the number of people who drove to a location after clicking on an ad. The mobile player offers advertisers 2 formatsÛÓbranded pins and takeover ads," Lauren Johnson wrote in Adweek's "With Turn-by-Turn Directions, Google's Waze App Wants to Win Mobile Advertising."
"Branded pins show drivers how far away they are from stores. And takeovers are interstitial ads designed not to distract drivers. They pop up when a user is idle for 3 or more seconds and disappear when the car starts moving."
Per Waze, ad recall increased 86% for drivers who saw branded pins compared to those who didn't. And takeover ads boosted ad recall by 155% when compared to a group of drivers that was not served ads.
To measure navigational lift, Waze compared how people searched and clicked for directions after seeing a brand's ad, with a control group that did not see ads. On average, navigational lift increased 53% after either a pin or takeover ad.
According to Jordan Grossman, head of U.S. sales at Waze, the average Waze user spends more than 5 hours with the app each month.
"That high level of engagement has kept advertisers coming back," Johnson wrote. "After working with brands on quarterly campaigns in 2014, 25% of Waze advertisersÛÓincluding Dunkin' Donuts, Phillips 66, Chick-fil‑A, Panera Bread, Outback Steakhouse and MetrolinkÛÓare running yearlong campaigns for 2015."
"Waze crowdsources traffic data that brands can then use to target their promos by time, day and location. The app also has a partnership with Accuweather, pulling in real-time weather conditions like temperature, humidity and pollen count that brands can buy ads against."
So, what exactly are Wazers looking to buy out on the roads? AudienceSCAN found that 50.5% of Waze users will be paying for oil changes or routine auto services, as well as 32% are planning on getting new tires. Another 30% are on their "waze" to car wash/detailing services.
Also of note, Waze users are 323% more likely than average consumers to be enrolled in driving lessons/instruction. Wazers are charting courses to outlet malls too! 46% are planning shopping trips at outlet malls or outlet shops this year. Hit 'em with a daily deal takeover, because 84% of this audience took action after seeing a daily deal in the past 12 months.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.