With 36,000 Kiwi's already using Waze, the news that Acquire Online is now offering the navigation app as an advertising tool bodes well for marketers. Backed by Google, local adoption rates are expected to grow quickly.
The popular navigation app, Waze, is a marketing vehicle that literally drives people to desired locations. It was snapped up by Google for over a billion dollars. Acquire Online saw the same potential and is now offering clients this first in location-based marketing.
"We are always on the lookout for new technology to up brand awareness," said Acquire Online Director, Zane Furtado. "Community-based navigation is a great way for brands with a physical location to make their mark."
Already the app has proven its worth as a marketing tool overseas. Clients ranging from retail stores to car sale outlets and even back-to-school campaigns, achieved good returns with strong views and engagement. According to Waze, advertisers have seen a 33% increase in navigations to their stores following campaigns, with adverts enhancing the user experience rather than detracting from it.
Advertising options range from a deceptively simple pin that serves as a digital billboard, to a complete screen takeover, promoted search or an arrow indicating your business is nearby. A single tap will initiate a drive to your location.
"There are three distinct advertising solutions based on your investment level and number of locations. The advertising solution we offer, Waze local starter, is designed for local businesses," said Furtado.
This intent-based platform offers detailed targeting so marketers know who is driving, their destination and even what's happening with the weather. Unlike an outdoor billboard it's measurable and actionable, with real-time insights. And if you're worried about safety, the complete advert only shows when the car has come to a stop.
With 100 million monthly active users worldwide and New Zealand adoption rates on the increase, the marketing potential is significant.
Acquire Online is New Zealand's largest independent programmatic trading desk. Established in 2012, the company strives to be first to market with new technology, delivering adverts to the right people at the right time on the right device.