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Waze: Location Based Advertising

Waze: Location Based Advertising

These unusual times have everyone itching to have an in-person dining experience. Due to the COVID-19 pandemic, many restaurants have shut down for an extensive period of time due to local rules and regulations.  Now that we can finally return to some sort of normalcy, everyone is having the same idea: “let’s go out to eat!”  This is great, but for restaurant owners, how do you market your business correctly to drive the crowd to your restaurant instead of your competitions’? 

As the Purplegator team, along with an infinite amount of digital marketing experts have emphasized: Put your business online. Social media apps, Google Ads, even just a wonderfully built website drives a positive presence….but you may be missing something that could make a huge difference to your business. This missing piece to your puzzle is Waze.

So…What is Waze?

One thing our target audience has in common is that they are hungry and their phone is always with them. Other than social media apps, a crucial app that your consumer most likely has (as long as they’re on the road) is Waze: a community-driven map app that was acquired by Google (GOOG) in 2013. Waze uses data from app users to provide quicker navigation routes.  What makes Waze so appealing rather than any other navigation app is that users can report speed traps, accidents, traffic jams, and other things that could slow down drivers. These are just a few reasons why Waze is a top-runner in navigation apps. 

From a business marketing perspective, Waze is most powerful because Waze uses advertisements to target those that pass your location and will give them some sort of notification. Whether you are just trying to get your name out there, or boost promotional deals your restaurant has to offer, Waze is the answer! Marketers who use Waze have seen an 8% increase in foot traffic, 13% increase of conversion rate and 7% increase of average order value. Specifically, almost two-thirds (63%) of QSR marketers expect digital out-of-home advertising to deliver more restaurant visits. 

Advertising on Waze as a Small Business

Waze offers two different advertising packages for anyone wanting to put their business on their app: the Starter Pack & Plus Pack. The Starter Pack covers the standard small business necessities, while the Plus Pack has more in-depth abilities for corporate giants. 

  • Starter:
    • 1-10 business locations
    • Pins & Search
    • Geographic Targeting
  • Plus:
    • 1-50 business locations
    • Zero-Speed takeover
    • Geo & time scheduling

4 Main Types of Waze Ad’s

As we just discovered, Waze has the capacity to market for both small and ginormous companies and get their best results from the tactics listed below. The goal is to target an audience that is on-the-go looking for a local, fast & delightful experience. 

  1. Promoted Search: When a user begins searching for his or her final destination, advertisers can target their audience at this very moment within Waze’s search dashboard.
  2. Zero Speed Takeover: As the driver comes to a complete stop,  Waze allows advertisers to show prominent ads that take up a portion of the screen. They can highlight deals and offer users directions, should they be looking to change their route.
  3. Branded Pins: Map pins that are displayed when you’re in the vicinity of an advertised restaurant’s location. You can then click on the pin, and change your route to that restaurant.
  4. Nearby Arrow: This arrow appears immediately when someone opens the app. It shows that your business is near where the user is currently located.

Waze is the right advertising for your business if you are in retail, restaurants, the fitness industry, or any storefront business that consumers can engage with. Promotions are an excellent way to drive traffic for a specific time period, but ads that promote your brand’s message are also effective.  All of these benefits are just steps in the right direction for gaining long-term & loyal customers. 

The more people see your brand, the more likely you are to get their attention & business.  Think of it again as a puzzle, there are many small pieces that go into the big picture. The big picture is that you want more customers and recognition, but to gain that notoriety you have to market precisely.  Narrow down your target audience, figure out what is the best way to engage with them, and create memorable graphic illustrations.  

Nina Rossi is a Marketing Specialist at Purplegator: mobile-first marketing agency in Philadelphia with offices in Des Moines, Buffalo, Dallas, and HonoluluNina is a proud Purplegator studying advertising in the Lew Klein College of Media & Communication at Temple University.

Working From Home With Pets

Working From Home With Pets

Whether working from home over the course of this past year has been ideal for you or not, one thing we can all agree on is loving every second spent with our furry, four-legged best friends… And if we were to put ourselves in the minds of our pets, this just may be the best year of our lives. 

 Pets, especially dogs and cats, can reduce stress, anxiety, and depression, ease loneliness, encourage exercise and playfulness, and even improve your cardiovascular health.               

There is no doubt that bringing a precious puppy or kitten home will skyrocket dopamine levels in our brains, but that is not the only joy in life pets can bring to you.  Long term loyal companionship eases loneliness for you and your pet. Especially if your furry friend is a rescue, you are most likely the best thing that has ever happened to them for their whole lifetime. For humans, it is easy to register your pet as an emotional support animal, and allow them to tag along with you wherever you go. 

Benefits of Being in Lockdown with a Pet

While facing all of the physical and mental stresses of the COVID-19 pandemic, pet owners are turning to their animals for company and comfort. There are a variety of ways you and your pet can comfort each other during this anxiety-provoking time (besides being your #1 snuggle buddy).  Let’s look at some examples.

How to WFH with Your Pet & Remain Productive

As fun as the idea of working at home while raising an animal sounds, there are definitely some stressors that come with this commitment. Having their full attention at all times can create a pet-diva, so here are some tips to keep them grounded. 

  • Maintain your typical routine. Just because you are around more does not mean you have to entertain them the whole time. Your pet is already used to being alone for extended periods of time, so do not bend over backwards to keep them comfortable. In most cases, they are just testing you to see how quickly you give in.
  • Keep your furry friends situated. Believe me, a Kong filled with peanut butter can go a LONG way. If your pet seems to be acting needier than normal since they are able to be in your presence at all times, make sure they have plenty of toys, bones and treats to both keep them occupied and tire them out.
  • Set time aside for a playdate or walk. Another great energy release is to dedicate a certain amount of time every day (perhaps your lunch break) to have play time, take your pup on a walk, or maybe even to the local dog park for some fun. This will both wear them out and make them so happy.
  • Go to your quiet space for conference calls. If you have worked from home, you know what it is like to be distracted by a constant dog bark during a conference call. Although it is fun to show off our pets to our coworkers, after the initial excitement it is most effective to go to a quiet space and potentially put in headphones for meeting time.

Benefits of Bringing your Pup to Work

Since our pets are now so comfortable being around us all the time, why not bring them along to work when we go back to the office? There are companies across the country that allow you to bring your pets to work, and we are 100% supporting them. Although it is an adorable distraction, bringing dogs to the workplace has proven to do more good than harm. Some benefits include reducing stress levels, improving work performance & relationships, boosting attendance numbers, promoting creativity, creating happiness and providing exercise.

Our Team’s Precious Pets! Because a collage just cannot capture all of their beauty. 

Meet Hope & Pilgrim, Purplegator President’s two foster failures. (A “foster failure” is anything but a failure. It’s a dog that was adopted until the foster could find them their “furever” home, but then the foster couldn’t bear to be without them and adopts them permanently.)

Now, here are the siblings of our V.P…Ash Bash, Roxy, Snoop & P. Diddy!

Neela, Nora’s precious poodle-mix.

Nugget, Princess Moo, Rocky, Mimi & Zeus…AKA Nina’s Zoo!

The purrrfect Ely & Baron.

Sherman the Bunny!

Coco & Rex, the two best of friends!

In-sync sisters Lucy & Ruby!

Last but not least, Jasper and Cooper!

Multi Touch Attribution

Multi Touch Attribution

In previous blogs, we have discussed the importance of setting KPIs and goals, analyzing results and tracking all of your marketing efforts. But, it’s not that easy as most customers need to see a message several times before making a purchase in today’s multichannel marketing world. So, what medium gets credit for the sale?

Think of it as a soccer game. The player who scores the goal is the one that gets his name in the boxscore. But, if the defense never clears the ball and the midfielders don’t advance it, the goal scorer on the front line never gets the chance to score. To lead the league in scoring, you need to have assists along the way.

Many marketers take the easy way out by using single touch attribution. Usually it means whoever kicks the ball into the net, gets credit for the sale. Final click attribution probably made sense in the early days of the internet. After all, just doing any kind of attribution was better than nothing. Today, however, single touch attribution is likely not sophisticated enough to be the best method for determining where your sales come from. 

Today, sophisticated marketers are using a more holistic approach to the customer buying experience by using multi touch attribution. It is likely that multiple actions are working in connection with one another, and all contribute to a weighted modeling approach to attribution. The question is, what percentage of the sale is attributed to each touch point? Are they all equally important? Or, does the first and last touch point deserve greater consideration?

Let’s take a look at some of the most common attribution methods being used.

  • First Touch — The initial message received gets 100% of the credit for the sale.
  • Final Touch — The final message that usually results in a tap through gets 100% of the credit for the conversion.
  • Linear — All touch points get equal credit along the buying journey.
  • U Shape Model — In the U shape model, more credit is given to the first and last touchpoint and those in between get assigned the remainder. This attribution is also called “position-based attribution” or “multi-channel attribution.” Often, the first and last touchpoints get 40% each and those contacts in the middle split the remaining 20%.
  • Time Decay — In this method, the most recent touchpoints get the most credit and the earlier touch points get a declining share of the attribution credit.
  • Custom Modeling — Is watching a 30 second video of your product more valuable to the penultimate sale than seeing a banner ad? 
  • Cost Modeling — You pay different CPM rates for different types of advertising. In this method, those costs are assigned to an overall percentage of the sale. The more expensive the marketing, the greater percentage that touchpoint receives.

One of the messages that has been prevalent for the Purplegator team is the ability to monitor and gauge results. There’s no official right or wrong way to measure this as the various attribution models concur. The savvy marketer just has to pick the one that makes the most sense for his or her unique situation.

Types of Ads

Types of Ads

When developing an app, the app marketer is inevitably going to need to be involved in the decision of: “what type of mobile app should we build?” 

Let’s take a look at the different types of apps and the advantages and disadvantages of each. 

Native Apps

A native app is software that sits on the smartphone and native apps are developed for a mobile device’s operating system (OS). That means that development must be separate for Android than it is for Apple. 

Programmers use common languages such as Java, Python and C++ for native apps.

Advantages of Native Apps

  • Faster — Because the software resides on the user’s phone, native apps tend to be very fast.
  • Reliable — Again, because the software is on the device itself, it doesn’t have to go out on the internet and look for more information before providing it via the app. There’s no concern, even if you are away from wifi; it will still work.
  • Access to the Phone — Because native apps connect directly with the hardware on the mobile device, it has access to the features on the phone such as contact, images, Bluetooth and other on-phone technologies.

Disadvantages of Native Apps 

  • Greater effort to Develop — Since you have to create an app for each operating system, the effort and cost to write code for multiple operating systems is higher.
  • Expensive — Native apps require seasoned developers to do the work and those developers are more expensive than typical web developers.
  • Cumbersome Updates — Every time that the app needs an update, the user has to accept a push notification and download the latest version of the software updates. Many users won’t bother to do this and this reduces the functionality of the app.
  • Space — Native apps hog a lot of space on the user’s phone.

Web-Based Apps

A web-based app gets its information from the interaction between the phone and its browser access to the internet. With a web-based application, there’s no software on the phone. Rather, they are responsive websites where the on-phone app is merely an interface to easily access information from the web. The fact is that a web application is really nothing more than a bookmark of a website.

Most web-based applications are written in HTML5 today while some use CSS or Ruby. 

Advantages of Web-Based Apps

  • Cheaper — Costs to develop web applications are considerably less than native apps, because there are no requirements to customize the app for various operating systems or device sizes. 
  • No Download — Changes and enhancements to the app can be made on the internet and no download is required from the user. 
  • No Space — Since there’s little software on the phone itself, the user doesn’t have to waste any of his or her valuable on device space for the app.
  • Time to Market — If you need an app to be developed quickly, web-based will be the fastest way to the end game.

Disadvantages of Web-Based Apps

  • Internet Connection — Without an internet connection, the app won’t function properly as the user requires. 

Hybrid Apps

You may have a hybrid app on your phone and you don’t even know it, because it acts just like a native app. 

Hybrid apps use a mixture of web based technologies and native APIs. Hence, they use a combination of the technologies mentioned above. 

Advantages of a Hybrid App 

  • Lower Cost — Hybrid apps are cheaper to develop than native apps. 
  • Fast — They also load quickly, although slightly slower than a native app. 
  • Less Coding — There is less code to maintain than with a native app. Only one code base is required regardless of the operating system.
  • Access to Device — A hybrid app can access typical device functionality such as the contacts or pictures.
  • Don’t Need Web Browser — Unlike web-based apps, a hybrid application doesn’t require a browser to do all of its functions.
  • Building Block to Native — If you are not sure about the viability of your app, hybrid gives you a way to create an app quicker and cheaper. You can then decide later if you wish to upgrade to a native app.

Disadvantages of a Hybrid App 

  • Speed — Faster than web-based, but not as fast as native apps.
  • Bug Fixes — Bug fixes are more difficult to solve with a hybrid app, because you are dealing with two technologies of the mobile operating system and the web.
  • User Experience — At times, the user experience is not as good as with native, because the app is not customized for the particular platform.

Monetizing Apps

There are multiple ways to monetize an app. Let’s take a look at how a business can get a return on its investment into the costly development of a mobile app.

  • Free Apps — Free apps make up 92.7% of the apps on the Apple App Store and 96.7% of the apps on the Google Play Store.  With a free app, the business is hoping that its value extends the brand’s profile in such a way that it pays off in ways other than direct app sales revenue. Or, the app exists solely based on the advertising revenue that is generated. Good Housekeeping Network’s app is an example of a free app where the value comes in the form of added promotion for the network. 
  • Paid Apps — With a paid app, the payment is made at the time of the download and the payment gives the user access to all of the features of the app. Games are often paid apps and the popular Grand Theft Auto is a paid app. 
  • In-App Purchase Apps — In this instance, apps are provided for free, but users can pay for additional services or add-ons. For example, a gaming app may charge for additional lives during a game. Eleven percent of American apps use in-app purchases. 
  • Freemium Apps — The freemium app is a derivative of the in-app purchase model. Freemium apps are free to download, but users do not have access to all of its features. They are consistently encouraged to pay for advanced features. Major League Baseball’s Home Run Derby app uses the freemium model.
  • Paidmium Apps — Paidmium apps charge for both the initial download and for the additional features that are available. The Minecraft game is an example of a paidmium app.
  • Subscription Model — In this case, the user must pay a recurring monthly subscription fee to use the app. Spotify is an example of a subscription app.
  • Distribution Channel — A distribution app is free to download, but users shop within the app. Apps help make the shopping experience frictionless and enable sales of new services. Think Amazon.
  • In-App Advertising — In-app mobile advertising helps keep free apps afloat. It brings direct revenue to an app that was free to download. Many free apps use the in-app advertising model. In-app advertising is available on 26% of all American apps. In-app advertising generated $240 billion in revenue in 2020. 

As you can see, there are infinite possibilities of ways to advertise your brand. When planning to do so, it is important to keep your target audience and business goals in mind.

Cannabis Dispensary Digital Marketing

Cannabis Dispensary Digital Marketing

What

Programmatic Cannabis Advertising refers to digital marketing on behalf of legal businesses
operating in the cannabis industry. While the targeting options and available products
continue to expand, any and all campaigns will include a mandatory 21+ age restriction, and
target locations will be limited to states/countries where legislation has been passed to allow
for this type of advertising. Due to the ongoing legalization of cannabis at the state level
across the United States, more publishers and technology partners are opening the doors for
these businesses to take advantage of the powerful tools already available to other
businesses.


Do you have a Cannabis-related client that is asking for the newest advertising technology to
launch their brand even further than before? Purplegator is excited to announce an
expansion of available products and targeting options for cannabis advertisers. These include:

  • Targeted Display Banners
  • Targeted Pre-Roll Video
  • Device ID Pre-Roll Video
  • Streaming TV
  • Streaming Radio

Why

2020 was a year that had a catastrophic impact on many state economies. With a new administration in place, states are
seriously considering the legalization of recreational/medical cannabis use to help rebound
economies from the substantial hit they took last year. Digital cannabis advertising has
traditionally been very limited due to the sensitive nature of the products being sold, and the
patchwork of legality between states and the federal government. These limits ad
restrictions affected available inventory, platforms, reporting, and everything
in between. However, the programmatic industry is increasingly embracing the value of
supporting cannabis businesses, and the stigma tied to the products being sold is giving way
to greater acceptance across all touch points in the digital journey from business to its target
audience.


The nationwide easement of lockdown measures and travel restrictions, coupled with the
emergence from winter into the warmer months of spring and summer signal an amazing
opportunity to get in front of these businesses and help them take advantage of the powerful
tools that help them bring business through the front door.

How

Purplegator’s Cannabis network is expanding beyond what has traditionally been limited to
geo-targeting and/or device ID targeting due to the increased scale in available inventory and
technology partnerships. Notably, this includes enhanced targeting options (behaviors,
demos, etc), video placements, Streaming Radio (including podcasts), and Streaming TV.

Metrics & Reporting

At Purplegator, we provide weekly statistical updates for most programs. On a monthly basis, we provide in-depth statistical reviews usually during a personal meeting with the client. As we obtain more data, we use that information to enhance your marketing program by continually tweaking the creative, the mediums and the target markets.

Pricing & Forecasting

Contact Purplegator if you are interested in reaching new highs with your cannabis store marketing.

Cannabis Statistics

  • Recreational marijuana use is legal in 19 states. Medical marijuana use is legal in 35 states. Business Insider
  • Colorado saw more than $2 billion in recreational marijuana sales in 2020. Marijuana Moment
  • Dispensaries have been considered essential businesses during the CoronaVirus Pandemic. Forbes