Waze launches ‘Local’ ads primarily aimed at SMBs and franchises

eskay / Shutterstock.com Previewed roughly a year ago, Waze is now introducing “Waze Local,” map-based ads aimed primarily (though not exclusively) at small businesses. Designed to be simple to buy and set up, it features three ad units: Branded Pin. Promoted Search. Zero-Speed Takeover. Below are screen mockups of each type of ad. The Branded Pin offers additional information when it’s clicked. Promoted Search gives priority rankings to advertisers in a search context (like AdWords), and the Zero-Speed Takeover is a banner that only appears during traffic stops. In an internal study with 1,400 US advertisers during the beta period, Waze said advertisers saw “20.4 percent more monthly navigations when they started advertising with Waze Local.” Beyond the ads themselves, there are two primary offerings that feature different pricing for different segments: “Starter” and “Plus.” Starter is for businesses with fewer than 10 locations. Plus is for businesses with up to 50 locations (e.g., franchises and regional chains). There’s also an enterprise offering for companies Search Engine Land Source

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