Waze, the mobile location landscape; avichai bakst

Waze The mobile landscape

1. WAZE, THE MOBILE
LOCATION LANDSCAPE
Avichai Bakst, Director of Business Development, Waze

2. 2 hours per day
196MM smartphone users
eMarketer, 2014
50%+ smartphone
penetration by end of 2015

3. LOCATION-BASED MARKETING
Uses what we know about the
location of people and places to
deliver a contextual advertising
experience.

4. eMarketer, 2015
$30B, 2019
$12B, 2015

5. eMarketer survey, 2015
63% agencies agree location-
based marketing is most exciting
opportunity.

6. Mobile

CHANNEL
Location-Based
Marketing

TECHNOLOGY
People
On-The-Go

7. DIGITAL
GIANTS
MOBILE ADS W/
LOCATION LAYER
LOCAL DISCOVERY
APPS
NAVIGATION
APPS
THE LANDSCAPE

8. PERFORMANCE BRANDING
NATIVE
NETWORK
NATIVE
NETWORK
BRANDINGPERFORMANCE

9. NATIVE NETWORK v.
A custom branding
execution that is an
extension of the
specific app a
consumer is engaged
with.


Campaigns span across
a network of different
types of apps, creative
executions are not
customized to each
platform.

10. PERFORMANCE BRANDINGv.
Focused on driving a
specific action within a
given moment, less on
an overall user
experience.
Focused on driving
awareness of a brand
and influencing
changes in user
behavior over time.

11. NATIVE
NETWORK
BRANDINGPERFORMANCE
THE LANDSCAPE

12. WAZE

13. WAZE IS...
Real-time,
crowdsourced
traffic data.

14. #WAZEWIN

15. 50MM
GLOBAL MONTHLY ACTIVE USERS

16. WAZE ADS

17. WAZE ADS = OOH + MOBILE
Billboards with a
digital backbone.
BILLBOARDS
WITH A DIGITAL
BACKBONE.

19. OPERATING
SYSTEM
TRAFFIC TYPE
TARGETING
ROUTE LENGTHWEATHER DAY PARTINGHOME & WORK
DESTINATION
TARGETING

20. AD EFFECTIVENESS STUDIES
64 studies
9 countries

21. +104%
PIN RECALL, AVERAGE LIFT

22. +160%
TAKEOVER RECALL, AVERAGE LIFT

23. 53%
AVERAGE NAVIGATION LIFT

24. Italy France U.S. Israel
1.Retail
2.Fuel
3.Hotels
4.Entertainment

1.Retail
2.Fuel
3.Grocery
4.Entertainment
1.Restaurant
2.Hotel
3.Fast food
4.Grocery

1.Retail
2.Restaurant
3.Tech
4.Fuel

TOP BUSINESS CATEGORIES ON WAZE

25. EMEA BRANDS ON WAZE

27. EMEA10 countries 3 years4 regions
FRANCE
UNITED KINGDOM
LATVIA
ITALY

30. 13.6% Pin CTR

31. THANK YOU
LEARN MORE!
@WazeAds is
on Twitter