Waze Maps Out Native Ad Platform | Adweek - 2 views
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Simeon Spearman on 13 Nov 12"Like seemingly every startup currently exploring an ad-supported business model, Waze has gone native for its ad platform. Typically startups wade into advertising by working directly with brands then erecting a self-serve platform down the road. Waze sped things up. The company began testing ads in its U.S. app over the summer, working directly with Zipcar, Best Buy and a number of fuel brands and convenience store chains; at launch it has added Procter & Gamble, Dunkin' Donuts, Wyndham Hotels, Whole Foods, Jamba Juice, CircleK and Kum & Go to its advertiser roster. The direct sales channel continues, but Waze has also set up a self-serve platform for its most basic ad units. The self-serve platform operates on an auction model with floor prices set at $1 per thousand impressions. In addition to a branded search result, marketers can pay to plot branded pins at their locations on the Waze map. When users click on these branded pins, they can click a link to the company's website, a number to call the location or-borrowing the idea of drive-to advertising popularized by driving navigation company Telenav-a button that would navigate them to the location."