By Tanya Dua
Waze does not just want to be known as a useful navigation tool for drivers on the road — but also an effective marketing tool for brands and businesses off it.
Since launching its own ads platform in 2012, the Google-owned community navigation app has run ad campaigns for a list of big-name advertisers including Dunkin’ Donuts and Adidas. Now, it is opening itself up to local advertisers.
Specifically, Waze is rolling out a series of ad products dedicated to small and local businesses looking to reach customers while they’re on the road, called Waze Local. Ads on Waze will appear directly on the digital maps people use to get around.
To read more about Waze’s latest ad offerings, click here.
In other news:
Speaking of Google, the company is buying a GIF keyboard called Tenor, which powers keyboards on phones and Facebook Messenger . Tenor will operate as a separate brand within Google.
The companies behind those sexually suggestive ads you see all over the internet say they’re working on toning things down. RevContent recently moved to ban certain images, while Taboola says it’s about to kick off an effort to clean up its network, with help from its users.
BuzzFeed wants to build a roster of new brands just like Tasty. The company has hired Melinda Lee as the company’s first chief content officer for Buzzfeed Media Brands to focus on its growing portfolio of spinoff publications, including Tasty, Nifty and Playfull.
Heineken is killing its ‘Lighter Is Better’ campaign after being slammed for ‘racist’ beer ad. “We missed the mark, are taking the feedback to heart, and will use this to influence future campaigns,” Heineken said in a statement.
Meet the 21 ad execs who wield the most power and influence over Facebook. These execs are marketing heavyweights from both brands and ad agencies who work closely with Facebook executives as a part of its client council.
Facebook is overhauling its privacy settings in response to the Cambridge Analytica scandal. The company said it would reshape its privacy menus, rewrite its terms of service, and introduce a new way for users to access copies of their data.
Mark Zuckerberg is reportedly preparing to give evidence before Congress about Facebook’s role in US election interference. Zuckerberg avoided the spotlight for five days after the Cambridge Analytical data scandal broke, then went on a media apology tour with carefully chosen outlets.
2017 was the first year that US TV ad spending had declined since 2009, and that decline is set to continue in 2018 according to eMarketer. The company estimates that TV ad spending will drop 0.5% this year to $69.87 billion, dropping TV’s total share of US ad expenditure to 31.6% from 33.9% in 2017.
Sign up for the Executive Summary, a new biweekly newsletter that brings the latest marketing news, trends, and company updates straight to your inbox.
By Tanya Dua
Sourced form Business Insider UK