Waze will no longer serve Ads starting September 1, 2023.

We will wind down the current Waze Ads product and advertisers will have the opportunity to keep existing campaigns running through August 31, 2023.

We are already working to transition Waze Ads to Google Ads technology and look forward to helping advance your business objectives through our new Waze Ads product soon.

During this transition, we have an alternative solution you may already be familiar with: Performance Max for Store Goals (PMax). This Google campaign uses AI to maximize your in-store visits and sales by bringing geo formats across Search, Display, GMail, Google Maps, and YouTube into a single product. For questions on PMax, you can contact your existing Google channel of support or reach out to Google Support home page. You can also check out our Waze Support Hub if you have any Waze Ads questions.

Case study

Ovomaltine offered a new breakfast choice to drivers on the map

A scoop of Ovomaltine chocolate powder is a tasty addition to any dessert or milkshake But the popular international brand also wanted consumers to know that Ovomaltine could work as a great breakfast option as well. To spread the word, the company approached Waze to help them increase brand awareness and consumer consideration as part of a multichannel two-month campaign.

Bacon, eggs, and a glass of Ovomaltine

Ovomaltine has 34% less sugar (and tastes great!) so why can’t it be a sweet addition to a balanced breakfast? To deliver this message to consumers, the company launched a two-month campaign to boost brand awareness and consumer consideration — and knew that reaching on the go shoppers would be a key channel to accomplish their objectives.

Putting Ovomaltine on the map

To reach on the go shoppers, Ovomaltine partnered with Waze to advertise on the Waze map near locations where shoppers could purchase its chocolate powder product. The campaign was set with Point of purchase Pins, Search, and Takeovers with two different CTAs (Drive There and Remind me Later), for the last mile to store and with OOH. The ads used messaging that emphasized how Ovomaltine is a great option for breakfast and family moments.

We put the consumer in the heart of our media strategy and focus on the moments he [or she] is more willing to pay attention to our message. With Waze, we talked to our consumers when they were en route to or nearby a supermarket and the results were super effective!

Silvia Amaral, Marketing Director, Ovomaltine

A successful multichannel campaign

Ovomaltine found that reaching on the go shoppers on Waze was a key lever to the multichannel campaign. Ovomaltine’s ads on Waze saw brand favorability increase by 11%, which was 2x greater than the overall multichannel campaign average, and activation increased 18% (3x campaign avg.), as measured by Millward Brown. Thanks to an effective multichannel campaign, more families will be starting their day with a glass of Ovomaltine.

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The Goal

Encourage consumers to consider Ovomaltine as a breakfast option.

The Approach

Partnered with Waze to connect with an on-the-go audience though the Waze map.

The Results

Increased brand favorability by 11% and activation by 18%.


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