Interviews, insight & analysis on digital media & marketing

NDA Meets Waze: The app’s role as a constant companion for drivers

New Digital Age has partnered with traffic navigation specialist Waze for a six-part special series of NDA Meets.

The series will dig deep into the company to understand how this unique company is disrupting the market to add value to not only its users but an entire ecosystem of drivers, advertisers, city partners and more. We will be talking to executives at Waze, its  users, partners, and advertisers to gain an in-depth understanding of how the company and the problems it is solving.

In episode three, Drivers  we sit down with Waze UK Country Manager Ru Roberts and Amanda Mason,  Head Of Marketing, Roadchef. 

This episode discovers how drivers themselves make use of Waze and its unique functionality. 

Mason, talking as a Waze super user rather than a current advertiser, views Waze as a constant companion. 

“I use it all the time, even on day-to-day five-minute  journeys.  I put the key in the ignition, turn on the Waze app  and then start the engine. For me, it’s just part and parcel of driving.” 

The Waze community, explored in episode two of this series, is crucial to her experience. 

“ The data inputted from other drivers is invaluable to me to make my driving more efficient and the more I put in, the more I get out of it. I’m helping other users so why wouldn’t I want to contribute to the community by inputting information? We’re all one big community as road users.” 

It’s this community aspect for drivers that provides a potentially powerful opportunity for advertisers too she believes.

“The community provides so much information that advertisers have really smart tools to communicate very cleverly  with consumers,” she said. “The more people input into Waze, the smarter the advertising can be.”