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Waze Targets Franchisees With New Ad Options


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Waze

Franchisees have a new spot to market locally, and one that might bring literal traffic.

The mapping and directions app Waze has extended functionality to allow small businesses and franchisees tap into the platform. Starting at $2 a day, the company says advertisers can add custom logos to the map screen, or create promoted search ads to pop up when someone searches for stuff like “food” within the app. But what looks to be the most powerful option—i.e. impossible to ignore—is what Waze calls “takeover ads.”

These ads pop up when a driver is stopped for at least three seconds, displaying an ad without (thankfully for everyone) covering up key route information. They give the “Wazer” or driver the option to click for more information, or drive straight to the business.

Much like Google, which bought Waze for $1 billion in 2013, advertisers use a bidding system much like the ubiquitous AdWords, users can set budget caps and they pay per CPM (cost per thousand). The two systems, however, are not connected.

Advertisers will also get some crucial data around the Wazers they reach. Much like AdWords that data includes impressions, clicks, navigations and info button clicks.

Operators out there thinking, “Oh great, another button hell to deal with” may change their tune when they see the results.

According to data acquired by Search Engine Land, a publication dedicated to search marketing, it can drive traffic. In a beta study of 1,400 advertisers, businesses saw 20.4 percent more monthly navigating clicks when they started advertising across the three options.

Also according to Search Engine Land, the app has more than 100 million users and commands a whopping 11 hours of their screen time each month. That, according to the publication, is on par with Instagram. 

Waze also features what it calls “Plus” starting at $100 a day that includes live support, ad timing and invoice billing.

Marketing watchers know that this is nothing new; the tools were open to brands previously for a lot more money. Minimums for Waze were previously $850 per day.

A partnership with Dunkin’ Donuts also included order-ahead options, though there has been no word whether or not that functionality would expand to smaller advertisers.

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Tom KaiserTom Kaiser is senior editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
Beth EwenBeth Ewen is editor-in-chief of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
 
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
 
Laura MichaelsLaura Michaels is managing editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
 
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
 twitter.com/mlarson1011.
 

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