Waze, a navigation app with 65 million monthly drivers worldwide, is introducing an intriguing ad product for Advertising Week, which is taking place in New York through Thursday.
The Google-owned mobile app will allow users to select their favorite marketers, making businesses more accessible, in theory, when searching for a destination on Waze's mobile map. Marketers can invite users to "favorite" a brand through ad units with the tap of a button and then segment customers for offers.
Called Favorite Brands, the native-style ads let marketers tailor messaging and will go into beta for the remainder of the year. Dunkin' Donuts is the first brand to sign on.
"[It] will give us the opportunity to identify and reward our most loyal customers, adding a layer of personalization and context to our messaging not previously available within a navigation app," said Nick Dunham, director of media, Dunkin' Donuts.
It's one of a handful of Advertising Week announcements that entail Google. Check out the search giant's other big plans here.