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LOCATION-BASED
MOBILE MARKETING
eMarketer, 2014
50%+ smartphone
penetration by end of 2015
eMarketer, 2015
$30B, 2019
$12B, 2015
eMarketer survey, 2015
63% agencies agree location-
based marketing is most exciting
opportunity.
Location-based mobile marketing isn’t just about
targeting consumers by locale.
It’s about delivering meaningful branded
experiences.
NATIVE VS NETWORK
NETWORK NATIVE
PURCHASE INTENT VIA IPG MEDIA LAB
NETWORK
34% NATIVE
52%
85% of time spent in
smartphones is in
applications...
14% SOCIAL
NETWORKS
9% COMMUNICATION
9% VIDEO
6% MAPS
6% MUSIC
5% GAMES
SHOPPING
TOP APP CATEGORIES
Mobile
CHANNEL
Location-Based
Marketing
TECHNOLOGY
People
On-The-Go
AN INTRODUCTION
TO WAZE
50+ million GLOBAL ACTIVE USERS
Save every driver 5 minutes
a day, every day.
WHAT IS WAZE?
TOOTHBRUSH
TEST
Real-time,
crowdsourced
traffic data.
TOTAL REPORTS:
1.5M+ per day and 47M+ per month, worldwide. *Waze data, October 2014
ACTIVE
REPORTING 50M+ REPORTS PER MONTH
Hidden
Visible
Light
Heavy
Standstill
Major
Minor
On Road
On Shoulder
Weather
Speed
Red Light
Fake
#WAZEWIN
MAKE LOCATION-BASED MARKETING AWESOME
A new marketing channel connecting brands to
drivers in a meaningful and measurable way.
WAZE ADS
BILLBOARDS
WITH A DIGITAL
BACKBONE.
WAZE KNOWS DRIVERS
WHERE WHEN HOW
AUDIENCE who they are
REAL-TIME what they’re experiencing
!
WAZE SOLUTIONS
BUILD
AWARENESS Increase your audience’s awareness of
your brand or offer based on the location
and context of a drive
DRIVE TO STORE Boost awareness of store locations
and increase foot traffic
PINS SEARCH TAKEOVE
R
TAKEOVE
R PUSH INBOX
ZERO-SPEED
OPERATING
SYSTEM TRAFFIC TYPE
TARGETING
ROUTE LENGTH WEATHER DAY PARTING HOME & WORK DESTINATION
TARGETING
534 min PER MONTH IN APP Monthly average per driver for August 2015, U.S.A.
AVERAGE MIN/DAY:
42.1 Facebook
34.2 Tumblr
21.2 Instagram
20.8 Pinterest
17.2 Waze
17.1 Twitter
17.0 Snapchat
9.8 Linkedin
Waze US data, 2015
8AM
5PM
DAILY DRIVING TRENDS
WEEKLY DRIVING TRENDS
M T
W
TH F
S
SU
Waze US data, 2015
More than 40% of searches for coffee
happen between 7 am and noon
DRIVING INSIGHTS
YOUR
BRAND
MIN MAX
PIN/TAKEOVER CTR VS OTHER ADVERTISERS
M T W
TH
F S SU
PIN/TAKEOVER CTR BY DAY OF WEEK
REACH
POTENTIAL
REACH
% DRIVERS REACHED WITHIN 10KM OF YOUR STORE
YOUR BRAND
DAILY LOW
DAILY HIGH
DAILY PERFORMANCE VS OTHER ADVERTISERS
AD EFFECTIVENESS STUDIES
+300 studies 13 countries
+94% PIN RECALL, AVERAGE LIFT
+141% TAKEOVER RECALL, AVERAGE LIFT
+26% AVERAGE NAVIGATION LIFT
EMEA BRANDS ON WAZE
BRANDS ON THE MAP
Esso
MARKETING OBJECTIVES
increase awareness of the
multiple locations and drive
foot traffic
Café’ Zero
MARKETING OBJECTIVES
Aplied weather targeting
HOT / COLD
McDONALD'S
INTERNATIONAL PRESENCE
3 YEARS
4 REGIONS
10 COUNTRIES
DUNKIN’ DONUTS
MARKETING OBJECTIVE
Promote offers to Wazers
en route to coffee with high-
impact Takeover units
FIAT
MARKETING OBJECTIVE
connect young Wazers
to FIAT
brand via
association with
sought-after
destinations
ALL JOBS
MARKETING OBJECTIVE
Expose commuting
Wazers to new
employment
opportunities using
2 types of targeting
1. HOME / WORK
2. DESTINATION
3 THINGS TO REMEMBER
Context is Key
Waze Knows Drivers
Ads on Waze Change Driver Behavior
GRAZIE MILLE
@WazeAds