Consumers' car rides are changing, whether that's due to their connected vehicles or the mobile devices they bring with them on the road. Anasofía Sánchez Juárez, director general of operations and country manager for Waze in Mexico, envisions that cars will transform from a means of transportation to a service, and sees marketers picking up on this trend by using the advancing advertising capabilities on its navigation platform. Sánchez Juárez spoke with eMarketer's Matteo Ceurvels and Caroline Cakebread about the different strategies its advertisers are using to get consumers to the point of sale for our July report, "Maps and Navigation Apps: Discovery, Exploration Features Open Up Ad Opportunities."