Driving New Waze To Educate Voters

The results and cost effectiveness — rivaling much more established ad platform options — worked out well. Chris Singerling, ABC’s senior director of political affairs, said “We’re always looking for new ways to engage the employees in our industry so this seemed like a natural fit. After seeing some of the analytics, we could not be more pleased with our first foray into this new platform opportunity.”

So, we wanted to test whether we could extend elsewhere in voters’ phones. Facebook, Twitter, and Snap have all been utilized to differing degrees but didn’t offer many new technical opportunities for the ’18 cycle. Enter Waze, the most attractive untapped app offering advertising. What’s more, Waze recently integrated with Google’s powerful Display & Video 360 programmatic buying platform (formerly known as DoubleClick Bid Manager), opening up exciting new possibilities for layering data.

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