Measure the effectiveness of a drive-to-store campaign broadcast on Waze
To understand the impact of the Audi drive-to-store campaign as well as users' perception of the brand.
Waze interviewed 1,175 users to measure the effectiveness of its drive-to-store advertising formats.
Customer need
Waze aimed to measure the effectiveness of a drive-to-store advertising campaign run on its platform for the Audi manufacturer. The objective was to precisely assess the impact of this campaign on the brand’s awareness and consideration to demonstrate the effectiveness of its advertising solutions to advertisers.
Methodology
- Target: 1,175 users of the Waze app (split between exposed and non-exposed)
- Geographic scope: France
- Field duration: 5 days
- Recruitment: Social media
- Survey methodology: Quantitative study
Key study findings
- +25% in aided awareness measured among the sample of exposed users compared to non-exposed
- +22% purchase consideration generated by Audi’s drive-to-store campaign.
- Rigorous comparative analysis through the construction of two distinct samples (exposed vs non-exposed).
- Validation of the performance of the app’s native advertising formats among a target audience of drivers on the move.
Purpose
This study provides Waze with concrete and quantified advertising performance indicators. It allows the platform to highlight the real impact of its drive-to-store formats for major automotive advertisers, such as Audi, and to provide scientific evidence of the value of its audience.
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