Brands such as Wells Fargo and Dunkin’ Donuts are discovering that users of navigational application Waze are more likely to drive to a retail location after seeing associated Pins or
Takeovers. Waze has released its first set of efficacy studies and also found a lift in ad recall for users exposed to brands’ Pins and Takeovers, two marketing offerings available
on the app. One advertiser, Wells Fargo, found that Waze users exposed to an offer for a free credit report were more likely to visit a branch. “For Wells Fargo, the bank wanted to reach
consumers close to Wells Fargo locations, and track branch visits by Waze users,” said Sara Hall, product marketing manager for ads at Waze.
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