blog archive

July 28, 2016

With our user base of 50 million Wazers around the world, we can analyze user behaviors against the backdrop of important events, uncovering interesting cultural trends. Recently, France, one of the largest Waze communities, hosted the Euro 2016. Twenty-four teams competed in the popular soccer tournament, vying to win the cup for their nation. Ten percent of all match attendees were Wazers, and here's what we learned based on their driving behaviors on Waze.
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July 27, 2016

If you're relying on click-through rates to measure your brand's mobile ad performance, you may not be getting an accurate picture of which ads are truly working. The click-through rate (CTR) has long been held as the default measurement to determine a campaign's effectiveness, but it can miss key information like brand awareness, engagement, and intent—especially on mobile, when accidental taps account for 50 percent of impressions, according to Google. Moreover, CTR appears to be unrelated or even negatively correlated with other important actions brands want consumers to take after viewing an ad, like calling, mapping directions, or visiting the store, xAd found.

Simply put, mobile is different from desktop. Users interact with mobile devices in highly personal ways throughout their day in a variety of contexts. Taps aren't the only behaviors marketers want to encourage through their ad campaigns. Consider these four alternative metrics to help measure effective mobile ad performance.

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July 25, 2016

Developing a detailed audience profile and mobile targeting ad strategy is no small task. And the tools at your fingertips have never been more sophisticated or accurate. Here's a closer look at how to align your level of mobile targeting with your desired business outcomes.
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July 20, 2016

We marketers know that location-based marketing is big—so big that, as GeoMarketing notes, industry experts suggest the space will grow to $18.2 billion in advertising revenue by 2019. The very name “location-based marketing” would lead anyone to conclude that companies offering location-based services are doing so with a high degree of location accuracy. If a key value is the technology behind understanding a person's location, couldn’t one assume that technology is consistent and precise? Unfortunately, that's not always true.
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July 19, 2016

Today's consumer is self-aware and expects some level of personalization in all their online endeavors, and as Marketing Dive reports, 71 percent of consumers like to see personalized ads that speak to their interests and online behavior. Between website cookies, social media activity, search queries, and analytics, brands now have a much easier time contextualizing their website traffic, and these insights lend themselves to behavioral observations that can predict consumers' actions. This information, known as intent data, can be used to flag and target those consumers who seem most likely to make a purchase or conversion. Although intent data isn't a new concept, its availability has exploded in recent years, and marketers have ever-increasing opportunities to leverage it to create more personalized, productive ad campaigns. Here are some tips to build a better personalization strategy.

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July 14, 2016

Ad retargeting is a tactic that enables brands to follow up with consumers who showed initial interest in a product but then failed to make a purchase. It's an essential tool for brands looking to grow and maintain a relationship with their consumers, and it should be integrated into any digital marketing strategy. Here's some key info on how it works, why it's so effective, and what it will accomplish for your campaigns.
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July 12, 2016

Everybody likes cookies, but they don't travel well. Measuring mobile ROI isn't as easy as it was to get that delicious desktop data—but tracking a mobile ad's impact beyond the click is important. For a long time, click-through rate was the main way to measure the ROI of mobile campaigns, but click-through rates are notoriously low. Mobile campaigns are often even more effective than desktop campaigns (as comScore found), and we've come a long way in understanding how to tie them to ROI. Ahead are five strategies to connect awareness to ROI and truly show the success of your campaign.
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July 08, 2016

A recently published Technavio report predicts that the location-based advertising and marketing sector will grow 39 percent annually between now and 2020. It's not hard to see that it enables tighter audience targeting for local marketers, but what is a good click-through rate for a location-driven advertising campaign?
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July 06, 2016

Not all digital location marketing is created equal. As the trend gains momentum, this statement reverberates throughout the industry, and ad technologies fight tooth and nail to win the market. But what does that mean for brands, and why is location such a tough nut to crack?

Waze sat down with UK brand and agency executives to hear firsthand how they're thinking about location as it applies to their marketing strategies, both immediately and eventually. In the room: MediaCom UK, Manning Gottlieb OMD, Vizeum, Casual Dining Group, Primesight, Yahoo!Wowcher, Mars, and Jaguar Land Rover.
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July 01, 2016

If you're looking for key performance indicator examples for your mobile campaign, it can be challenging to figure out how to source these metrics, determine which ones are most important, and then interpret the data you gather. Commonly known as KPIs, these data points serve to give you an idea of what's working, what isn't, and what you should be doing in the future. But where do you start, and which KPIs align with your mobile advertising strategy? Here's how to match the right KPIs to relevance, brand awareness, conversion, and engagement.
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