MMA Forum Mexico 2017 - Unlocking Bigger and Better Opportunities Through Mobile/ Descubriendo las más grandes y mejores oportunidades a través de mobile
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Este documento proporciona información sobre la aplicación Waze, incluyendo datos demográficos sobre los usuarios de Waze a nivel global, estadísticas sobre el uso de Waze en México, y ejemplos de cómo marcas como Visa han utilizado anuncios en Waze para promover sus productos y servicios.
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MMA Forum Mexico 2017 - Unlocking Bigger and Better Opportunities Through Mobile/ Descubriendo las más grandes y mejores oportunidades a través de mobile
- 1. netquest.com EUROPE & ASIA rfqinternational@netquest.com PORTUGAL portugal@netquest.com USA & CANADA americas@netquest.com BRAZIL atendimento@netquest.c om SOUTHERN CONE cs.sales@netquest.com MEXICO latamnorte@netquest.co m SPAIN iberia@netquest.com COLOMBIA colombia@netquest.co m
- 3. Luis Arturo Ita Country Manager, Waze Ads México
- 4. 28% US & CANADA WAZERS A NIVEL GLOBAL 11% OTHER 16% EUROPE 31% LATAM 14% ASIA
- 5. WAZE ES EL CO-PILOTO DE MÁS DE UN MILLÓN DE CHILANGOS.
- 6. 636 minPOR MES EN LA APLICACIÓN Promedio mensual, Septiembre 2016 Source: Data interna de Waze, comScore y Morgan Stanley Research TOP METROS EN MÉXICO Ciudad de México Guadalajara Monterrey Toluca Querétaro Puebla Pachuca León San Luis Potosí Morelia
- 10. RECORDATORIO
- 11. Somos tu copiloto durante todo el dia. Somos tu copiloto durante todo el día.
- 13. MASIVO CASA/TRABAJO MOBILE IMMERSIVE ANÁLOGO ON-THE-GO MOBILE ON-THE- GO Impacto en “last mile”
- 14. 40%De Wazers van de compras al menos una vez por semana. Fuente: Waze internal data & Google Surveys
- 15. 70%De Wazers van de compras en coche. Fuente: Waze internal data & Google Surveys
- 16. 63%De Wazers van de compras con una marca o tienda en mente. Fuente: Waze internal data & Google Surveys
- 17. 52%De Wazers quieren ver ofertas de tiendas a lo largo de su ruta. Fuente: Waze internal data & Google Surveys
- 18. VISA EN WAZE
- 19. CYNTHIA AGUILAR DIGITAL MARKETING DIRECTOR, VISA
- 20. VISA AEROPUERTOS OBJETIVOS DE MARKETING Generar awareness de los beneficios de viaje de la tarjeta Visa Platinum. ESTRATEGIA Comunicar los beneficios en aeropuertos y sus alrededores.
- 21. VISA CENTROS COMERCIALES OBJETIVOS DE MARKETING Generar awareness de los beneficios de compras de la tarjeta Visa Platinum. ESTRATEGIA Comunicar los beneficios en centros comerciales del segmento affluent.
- 22. Durante los fines de semana se obtuvieron los mejores resultados. ML MI J V S D
- 23. BRAND STUDY VISA AFFLUENT Control Expuestos +109%
- 24. CO-PILOTOEN EL TRÁFICOEN LA VIDA DIARIAPARA LAS MARCAS
Notas del editor
- 2
- Mexico City has 1.7M MAUs who drive collectively more than 301MM KMs per month
- Last modified: October 1, 2015 QUALITY CLICKS / QUANTITY CLICKS Because on a native ads platform a user base is finite, having an engaged user is really important. An engaged user base drives a better understanding of users, your consumers. Good products and services build a relationship with users over time and in turn they trust us, and willingly share and engage with us more.
- Last modified: October 1, 2015 QUALITY CLICKS / QUANTITY CLICKS Because on a native ads platform a user base is finite, having an engaged user is really important. An engaged user base drives a better understanding of users, your consumers. Good products and services build a relationship with users over time and in turn they trust us, and willingly share and engage with us more.
- Promover produtos e ofertas na última oportunidade de impactar o consumidor antes de chegar no PDV, podendo influenciar sua compra e aumentar seu ticket médio.
- Si cuantificamos la oportunidad, podemos ver que el 40% de los MAU son 1.3MM. Multiplicado por 4 semanas, podemos ver que cada mes hay (alrededor de) 5.2MM de navegaciones hacia centros comerciales!!! (This is an approximation…)
- Last modified: October 1, 2015 Our core value proposition for marketers. In 2013, we launched our ads platform- providing brands the opportunity to reach drivers as they engage with the Waze app. Because we deliver a native ad experience, our goal is always to make ads an extension of the usefulness of the app itself. What other product out there in this day and age has a community that is willingly providing information about where they are and where they’re going, and taking it as far as what that place looks like and what hazards they ran into along the way? Waze is unique in that its community is constantly engaging with the app, which then translates into the ad experience.
- Last modified: October 1, 2015 ADWEEK ARTICLE | March 2015 Take Dunkin' Donuts, for example. Back in 2012, the coffee chain was one of the first brands to map all of its locations with Waze. It then started buying ads and is now working with agency Hill Holliday on a yearlong program to test geo-targeted promos. Dunkin's ads promote offers to Wazers who are in the process of driving to one of its locations or a competitor's. The ad creative changes on the fly to promote specific food and drink items at different times of the day. For example, an ad might push hot coffee in the morning and iced coffee in the afternoon. "We know at that very given moment that the Wazer is navigating to go to get a cup of coffee or something to eat, and it allows Duncan' to message them with promotional activities for a dark roast coffee or a chocolate croissant," said Dave Bolger, svp and group media director at Hill Holliday. During the fourth-quarter of 2014, more than 80 percent of Dunkin's impressions were sent to folks within 10 kilometers of a Dunkin' store. Those who saw the ad were more than two times as likely to use the app to navigate to Dunkin' than those who did not see an ad, driving a total of 1,000 navigations to stores across multiple states. Granted, the ads are big and hard to miss, but the number is interesting given that the East Coast-based brand is running the campaign nationwide in places such as California, where Duncan' is still relatively new. Based on those results, the coffee company is now looking at how it can layer weather data on top of time and location. "We can then reach consumers as they're in traffic to talk to them about Dunkin' in a much more relevant and meaningful way," said Nick Dunham, Dunkin's director of media.
- OBJETIVOS DE MARKETING Comunicar los beneficios de utilizar Visa dependiendo del contexto donde se encontraran (aeropuertos, shopping malls, viajeros). RESULTADOS Usuarios únicos alcanzados: equivalente a llenar 9.7 veces el Auditorio Nacional. Recordación de Marca +109% 1.06% CTR (por encima del benchmark de la vertical)
- Closure: Sumar todo lo que he mencionado.