Waze’s first-party (1P) ad effectiveness studies enable you to assess the impact of your campaigns beyond ad engagement metrics (like click-through-rate), using control/treatment experimental design. These studies leverage Waze's rich in-app ad experience and data proprietary.
Currently, Waze offers two 1P ad effectiveness measurement solutions that address 2 different marketing objectives:
Ad recall lift (awareness)
Understand whether your brand is seen and remembered by Wazers exposed to your ads.
Waze offers an ad recall study to help you measure your campaign’s effect on whether Wazers remember your ads. We do this by surveying a group of Wazers who were exposed to your ads and a control group of Wazers who were not exposed to your ads.
The survey is shown as a Zero-speed Takeover, meaning it will only display when a Wazer has come to a complete stop, and it will disappear once they resume driving. The question Wazers currently answer is “Have you seen any of these brands on Waze lately?”.
After surveying users in both the exposed and control groups, we compare the percentage of users who positively selected your brand to determine a lift percentage.
Navigation lift (action)
Evaluate the impact of your campaign on Wazers' navigation behavior.
Waze offers a navigation lift measurement that answers the question: “Are users more likely to search and navigate to your business destinations after seeing your ads on Waze?”.
Specifically, we measure the difference in search navigations to an advertiser's location after being exposed to the advertiser’s campaign.
To ensure that we capture only the impact of the ads and nothing else, we compare this number to that of another group that hasn't been exposed to any ads (control group). The difference in search navigations between the 2 groups is the navigation lift.