Babar Khan Javed
Aug 2, 2018

Google launches Waze Local in Malaysia

Google is monetising the data collected by its GPS software, opening up ad formats to small- and medium-sized businesses after a successful rollout with large-scale advertisers.

Source: Waze.
Source: Waze.

Small and medium-sized businesses (SMBs) in Malaysia can now access the ad formats of Waze in order to generate footfall through location-based marketing.

According to Google, the parent company of Waze, the GPS platform has over 100 million monthly active users worldwide, of which 5.9% are based in Malaysia. While large advertisers have had access to ad formats, now the platform is open to SMBs as well under the Waze Local banner, offering:

  • Promoted Search: Giving SMBs priority rankings in search results initiated by drivers.
  • Branded Pin: Flares up a sign that grabs the drivers' attention
  • Zero Speed Takeover: Shows ads while a vehicle has come to a halt for more than three seconds.

Functionally, Waze Local will allow SMBs to target ads at drivers and passengers in the vicinity of a business, offering limited time incentives and deals to prompt a visitor footfall. According to the announcement, the ads appear on the map within a contextual setting, allowing SMBs to target based on geography and peak hours. SMBs will also have access to quantifiable metrics pertaining to the effectiveness of an ad in driving footfall.

While Waze appears as a preinstalled GPS navigator for OEMs in the form of vehicles and Android consumer electronics, in the APAC region it competes on a B2C level with Facebook through Local and Niantic through Pokemon Go, while on a B2B level it competes with HERE Technologies, with uses cases around advertising science, fleet utilization, and urban movement.

Source:
Campaign Asia
Tags

Related Articles

Just Published

2 hours ago

Big ideas, not big algorithms, will win Cannes

At Cannes 2025, Adobe’s Shantanu Narayen and Publicis’ Arthur Sadoun unpacked why AI may power creativity—but humans still pilot it.

3 hours ago

Campaign Cannes Global Podcast Episode 2

Our editors from the UK, US, Canada and APAC report from Campaign House at Cannes Lions 2025.

3 hours ago

Agency Report Card 2024: Publicis Creative

Publicis Creative had a commanding year, with Leo Burnett cementing its place as APAC’s new creative powerhouse across major award shows. But as structural shifts continue to take shape, all eyes are on how this momentum carries forward.

11 hours ago

'Creativity is under duress': David Droga as he ...

“David’s fast. But I’m faster,” says incoming CEO of Accenture Song Ndidi Oteh, promising speed, talent, and integration.