Learn About Waze Ads

Waze’s advertising solutions are based on a mix of high-impact native ad units, unique targeting solutions, and specific CTAs to help you achieve your business goals.

Objectives

Waze Ads help brands achieve the following business objectives:

  • Build Awareness: Increase target customers’ familiarity with your offer and brand.

  • Drive Navigations: Increase store visits by turning your locations into destinations.

  • Promote Action: Present drivers with the opportunity to save your ad and engage with it later.

  • Leverage your Brand: Immerse your brand within the native Waze experience.

Ad Units

There are four unique native ad units

Branded Pins  

Pins act like digital billboards, reminding nearby drivers of your business and marking its location on the Waze map.

How Branded Pins work:

Your Branded Pin will appear on the map when Waze users are near your business location. Your Pin won’t show up all the time—the frequency with which your Pin will be displayed depends on your competition and your budget.

Drivers can expand your Branded Pin with a simple tap to reveal useful information about your business, including customized images and text, along with an info button that reveals more about your business: opening hours, website, phone number, services, and more.

Drivers can navigate to your business directly from your Pin and even mark it as a favorite.

Demo

Arrows

 

Well positioned signposts are displayed in the first moments after opening the app, indicating your business is nearby.

How Arrows work:

Your branded Arrow will appear on the map when Waze users open the application and your business is within proximity.

Drivers can expand your Arrow with a simple tap to reveal useful information about your business, including customized images and text, along with an info button that reveals more about your business: opening hours, website, phone number, services, and more.

 

Demo

Search

 

With your business name and logo at the top of their Waze Search results, drivers can quickly find and identify your business location.

How Search works:

When drivers begin typing a search query, Waze presents auto-complete results for nearby locations matching the characters typed thus far. Your business will appear there based on name-matching and your business location’s distance from the user.

Once users hit search, Waze will retrieve a results list made up of organic locations and one Promoted Search result at the top.

Promoted Search is offered as a value-add to Branded Pins. You don’t pay for Search impressions.

Demo

Zero-Speed Takeovers

Takeovers are our high-impact ad units that also drive engagement. Wazers who are stopped along their route, such as during traffic or at stop lights, are ready for engagement. Takeovers offer an immersive experience while still keeping users in the context of their drive.

How Takeovers work:

While drivers are on their route, a Takeover banner will display when they are completely stopped and the advertised business is ahead of them and within a certain radius from their location. As with Pins and Search, Takeover ads hold an info button to reveal more information about your business location.

 

Zero-speed Takeovers can also be purchased through programmatic buying via Google Display Video 360 (DV360, formerly known as DBM). These ads are called Zero-speed Takeovers DV360, and work the same way as Takeovers. However, currently, when buying Zero-Speed Takeovers through DV360, the only CTA an advertiser can use on Waze is Save for Later, with different assets needed for implementation, see more below.

Demo

 

Zero-Speed Takeovers: DV360

Takeovers are our high-impact ad units that also drive engagement. Wazers who are stopped along their route, such as during traffic or at stop lights, are ready for engagement. Takeovers offer an immersive experience while still keeping users in the context of their drive.

How It Looks

Your brand logo matched with a wide banner.

  • Logo: 170x170 px

  • Banner: 458x240 px

How It Works

Your creative and location information appear once the driver has come to a complete stop.

When clicking on the Call to Action, the user saves information to be accessed later in the form of a Waze Inbox Message; the user can then immediately view the message in their Inbox or choose to resume their drive.

The only call-to-action available is Save for Later.

PRICING - (Fixed Price) CPM

 

Calls-To-Actions

Depending on your business objectives, there are several different Calls-To-Action (CTAs) you can include in your ad unit.

Build Awareness  

  • Save Offer: Users who click Save Offer receive an inbox message with a coupon code or image and information about where it can be redeemed.
  • Save Location: Users who click Save Location save your business’ location to their navigation menu.

Drive to Store

  • Drive There: Users who click Drive There are re-routed to your business location.

Promote Action

 

  • Save Video: Users who click Save Video receive an inbox message which includes a YouTube video player. One tap initiates playback and counts towards your YouTube view count.

  • Download App: Users who click Download App receive an inbox message directing them to your app's page in the App Store or Play Store.

  • Remind Me: Users who click Remind Me receive a reminder push notification and inbox message with more information about your offer and a link to your mobile website.

  • Save for Later: Users who click Save for Later receive an inbox message with more information about your offer and a link to your mobile website.

  • Call Now: Users who click Call Now prompt their mobile device to call your business.

Leverage your Brand

 

  • Change Voice: Users who click Change Voice will download and enable the promoted navigation voice.

  • Change Car: Users who click Change Car will change their Waze car to the one being promoted.

Inbox Messages and Push Notifications

Depending on the Calls-To-Action (CTAs) you have chosen, users can sometimes receive inbox messages and push notifications.

 

Inbox Messages

Sent immediately after a Wazer interacts with your ad and CTA—the perfect complement to any campaign. It works with the following Calls-To-Action (CTAs): Save Offer, Remind Me, Save for Later, Download App, Save Video, Change Car, and Change Voice.

Push Notifications

The Push Notification prompts Wazers to the Reminder Inbox Message which shares additional information about your business after a Wazer saves your ad. It works with the following Calls-To-Action (CTAs): Save Location, Save Offer, Remind Me, Save for Later, Download App, Save Video, Change Car, and Change Voice.
 

There are four different types of Push Notifications:

  • Proximity: the reminder is sent when the user is close to one of your locations

  • Elapsed Hours: the reminder is sent a certain number of hours after the ad was saved

  • Scheduled Date: the reminder is sent on a specific date and time

  • Time Before Expiration: the reminder is sent a certain number of hours before the expiration date of the offer

Only one type of push notification can be selected per offer.

To learn more about the Waze Ads infrastructure, click here.