Author

Amy Boisvert

Mobility Advertising Introduces Vehicle Wrap Standardization to the Out-of-Home Advertising Industry

by Amy Boisvert January 11, 2023

Today, key players in mobility advertising joined together for the first time ever to create a standard taxonomy and naming structure for a well-established media format. With this announcement, vehicle wraps fall in line with other transit media types to create an industry standard that will be known and bought for years to come.

The initiative was led by Wrapify, Firefly, and mobilads in an effort to help media advertisers plan, sell, and buy vehicle wraps the way they have other forms of transit media. Up until now, each provider used different wrap names and variants. Now, similar to the transit media formats that came before them, these providers are firmly establishing a new standard in the out-of-home (OOH) advertising landscape.

“OOH industry veterans know and understand the importance of the initiative that Firefly, mobilads, and Wrapify are taking,” says Rick Robinson, Chief Executive Officer at Project X. “Nearly 40 years ago, standardization of bus wrap sizes, materials, and abatements brought immense credibility to the medium. We now see the same thing happening with vehicle wraps, which ensures its viability in the future of OOH advertising.”

The vehicle wraps will now be known as:

180: includes ad space on both the driver & passenger front and rear doors.
270: includes ad space on the doors, plus the rear quarter panels and rear bumper/trunk/hatch.
360: includes ad space on all body panels, aside from the roof, providing the fullest vehicle coverage available.

Potential add-ons to the 3 wrap types will include 1) a rear-window (RW) panel and 2) a long (L) extension from rear quarter panels to front fenders. Each mobility advertising solution will provide various combinations of the 3 wrap types and corresponding add-ons (i.e. 360 + RW, 180 + L, etc.)

Example Vehicle Wraps with New Name Convention

Additional benefits to this standardization will be the ability for third-party data providers to establish a baseline when it comes to media measurement. As the standards are adopted across the industry, Geopath, the independent measurement authority for OOH media, will incorporate the new nomenclature within its suite of audited media as it continues to add dynamic mobility advertising formats.

“We applaud the efforts by these industry leaders to help make the planning, buying, and selling of mobility advertising easier, further propelling growth in this segment of OOH,” said Dylan Mabin, President of Geopath. “The newly established taxonomy and nomenclature for mobility formats will ultimately help our members transact confidently and better quantify the value and impact of their investment in this class of Out-of-Home media.”

Look out for more information, rate cards, and more through your preferred OOH vendor.

About Wrapify

Trusted by Fortune 500s like Zoom, Amazon, and Petco – Wrapify connects high-recall OOH to digital conversion online, in-app and in-store attribution. Brands have access to real-time data and the ability to target and scale omnichannel ad campaigns in nearly every US city with no inventory restrictions. Wrapify connects offline and online advertising channels that drive measurable results while putting cash back into the pockets of drivers.

Founded in 2015 by CEO James Heller, Wrapify now deploys over 500,000+ drivers from Uber, Lyft, and other delivery services for nationwide brand campaigns. Learn more at www.wrapify.com.

About Firefly

Fueled by the most advanced tracking, measurement, and optimization capabilities available in the out-of-home industry, Firefly is an innovative data-first ad network delivering the most relevant messages at the most relevant moments using a suite of dynamic car top, in-car, and experiential solutions. Our proprietary screens deliver dynamic content based on location-based, GPS-enabled triggers. We empower brands to efficiently engage consumers in major markets across the U.S. including New York City, Chicago, Las Vegas, San Francisco, Los Angeles, and Miami.

Founded by Kaan Gunay (CEO), Firefly is headquartered in the San Francisco Bay Area, with offices in New York City, Los Angeles, Chicago and Istanbul. To learn more: visit fireflyon.com.

About mobilads

mobilads has focused from day one on quality, value, and speed-to-launch. We provide a trustworthy platform, guaranteed impressions, and rich data + reporting, utilizing a certified network of ad production facilities and vetted rideshare & delivery drivers. Delivering on targeted OOH transportation advertising campaigns to national and local brands, mobilads operates in over 500 US cities, excelling at flexible, rapid, turn-key campaigns. Complete campaign delivery and attribution is done in-house, allowing for best-in-class speed to market and reporting, launching 100+ vehicle campaigns in any major market, 3-7 days from creative to streets

mobilads was founded by entrepreneurs Craig Cook and Niels Sommerfeld in 2019, and is headquartered in New York City. To learn more visit mobilads.co.

January 11, 2023 0 comment

Online Attribution OOH Advertising

Introduce Relevancy to Your Tax Preparation Marketing Ideas

by Amy Boisvert December 15, 2022

written by Amy Boisvert

As a tax specialist, you know how important it is to communicate the value of your services and encourage potential clients to choose you for their tax-related needs. As we enter the new year, now is the perfect time to understand your customer’s needs and start implementing your tax preparation marketing ideas.

With a recession looming, millions of Americans need help understanding the tax preparation process to ensure they receive the biggest refund possible — and you’re in a unique position to offer that assistance.

As an expert in your field, it’s up to you to communicate the value you offer when it comes to helping them with their taxes. Need some ideas to help get you started? Read on to learn more.

Why Start Marketing Early?

Advertising your tax services early will give you an edge in getting tax preparation business. Closing out the calendar year can be stressful for many Americans, especially those who have been through a huge shift in the past year (and who hasn’t!?).

So beginning your advertising efforts early is even more critical – being top of mind when potential customers are just beginning to think about their taxes means they will likely seek your guidance first.

Additionally, the extra time allows you to implement tax preparation marketing ideas that allow time for effective execution. In this competitive environment, giving yourself the most decisive competitive advantage should be top of mind.

Starting early and reaching out with tailored messages gives you visibility among those who will soon be looking for professional help in completing their taxes, ensuring you get recognition and maximizing results from your marketing efforts.

What Will Grab Tax Payer’s Attention?

Taxpayers are often overwhelmed by the sheer amount of information they need to process and understand when filing their taxes. While in previous years they may have taken shortcuts to avoid complexities, this year the focus will be getting the most out of their refund, no matter how many more steps that may take. To gain their attention, you must advise taxpayers on what will get them the biggest refund, and how you are uniquely positioned to help them do just that.

1. Talk About New Tax Complications

Tax laws are constantly changing, and tax season can be incredibly confusing. Address new complications taxpayers might experience this year and offer advice on navigating them. Explain any changes in the tax law, as well as what actions individuals should take if they believe they have been incorrectly charged.

If a particular type of deduction or credit is available, offer advice on how to claim it. Showcase your expertise by providing helpful tips and examples of what deductions or credits may be available for specific individuals or households. By giving taxpayers accurate information, you’ll build trust and gain the attention of potential customers.

2. Address Student Loan Defers and Forbearances

Taxpayers with student loan debt will be particularly interested in how the current administration’s policies affect their situation. One of these policies addresses student loan deferrals and forbearances, which have become increasingly important as many people struggle to make loan payments during the COVID-19 pandemic.

The Biden Administration has proposed simplifying the process for enrolling in forbearance or deferral, extending loan payments of up to one year without an additional fee, and providing more options for student loan debt forgiveness. Taxpayers with student loans should pay close attention to these changes as they could significantly reduce their overall loan burden.

Taxpayers should also take advantage of any tax deductions related to student loan interest. The Biden Administration may also consider increasing the amount of student loan debt eligible for forgiveness in some circumstances, which could provide further relief to those struggling with their loans.

3. Rebate for Remote Workers

A rebate for remote workers is an attractive prospect for taxpayers who have had to adjust their working conditions due to the pandemic. The government could offer a tax break to those working from home to save money on energy bills and other expenses that come with setting up a new workspace.

This would be especially beneficial to those living in rural areas, where they may have limited access to high-speed internet and other amenities. This could also incentivize employers to continue or increase their remote workforce. It would provide employees with additional savings to help compensate for the losses incurred due to the pandemic.

This rebate would be especially beneficial now as many people are struggling to make ends meet due to the economic downturn caused by the pandemic. Tax rebates could ease some of the financial burdens on taxpayers and encourage people to continue working from home, which has many benefits for employers and employees.

How Should You Implement Your Tax Preparation Marketing Ideas?

This may seem obvious, but when advertising your tax preparation services, the most important element will be your brand name. Brand awareness is difficult to achieve if you’re a small fish in a big pond, but truly the only way to ensure you’re grabbing your audience’s attention. To avoid the potentially high costs of brand awareness, tailor your audience. Instead of trying to “boil the ocean”, so to speak, concentrate on the geographics and demographics of your target customer to create campaigns that reach the right people at the right time.

An omnichannel approach will help you reach a wide range of potential customers and ensure that people are exposed to your brand message. Start by making a splash with an out-of-home campaign, targeting neighborhoods and hot spots where you know your target audience frequents, and then use the audience exposed to that ad to retarget on CTV, online native ads, social media, and other platforms.

Having a presence across multiple channels can create brand recognition and increase awareness of your tax services. Additionally, cross-channel campaigns can help you track and measure the success of your efforts, allowing you to adjust your marketing strategy if needed.

With an omnichannel approach to advertising, you’ll be able to increase brand awareness and make sure that people are aware of who you are and what kind of tax services you offer.

We Can Take Your Tax Services to Another Level!

Wrapify can get your brand on the streets and noticed more highly than any other ad on the road. Contact us today to learn more about how you can use Wrapify to advertise your tax services.

December 15, 2022 0 comment

Ad Agencies Ad Industry News OOH Advertising

Spotify Wrapped or Wrapify Spotted?

by Amy Boisvert December 2, 2022

written by Amy Boisvert

Spotify isn’t the only one wrapping things up this year. If we could wrap up our 2022 campaigns into a few words, they would be – “spot on.”

That may seem bold, but we can back it up.

From Miami to San Francisco, and everywhere in between, Wrapify had ads on vehicles all across the US (2,283 to be exact)! #WrapifySpotted, like #SpotifyWrapped, recaptures all of our top moments from 2022…

SPOTTED: You’ve found the perfect health insurance for your growing family

Target customer acquired. Health insurance isn’t the only thing done right in this campaign. By identifying the specific neighborhoods and zip codes of growing families, Wrapify was able to bring this healthcare brand to the right place at the right time.

SPOTTED: Elevated advertising, indeed

Hmm, something is ironic about this picture. Do you see it? We’ll fill you in. 10 years ago, this advertisement for Amazon warehouse jobs in the Denver market would be on the side of the bus in the background. But now, their ads are flying off their standard routes and into places where residents walk, eat, run, and hang out.

SPOTTED: Football fan chooses their drink of choice

Ahhh yes, more “right place, right time” advertising. Coors Light has used this tactic for years. Get in front of fans at the big game, without spending the big sponsorship dollars. If we had to get inside this fan’s head, we assume he’s practicing his drink order at the Allegiant Stadium concessions stand.

SPOTTED: More than a fan, a lifestyle

Sure, it’s easy to get a consumer to consume your brand once, but what brings them coming back? It’s more than just seeing your ad, it’s interacting with it, too. For Ballast Point Brewing Company, that’s exactly what they were able to achieve by SWARMing events and getting their fans involved. And there were so many great moments in this campaign, we just had to make a video out of them all! Check it out…

Ballast Point Brewing Company in Southern California

SPOTTED: Beach + Movies = The Perfect Summer

Ever tried to purchase a billboard at the beach? Well, for good reason (mainly beautification laws), there are limited advertising opportunities in public spaces by the coastline. But Paramount Pictures knew that if they wanted to drive more awareness about their brand during the summer in San Diego, CA, the beach is right where they needed to be. So they sent in Wrapify vehicles to circle the coastline and grab some attention during the summer months!

Paramount’s Paws of Fury in Los Angeles, CA

SPOTTED: Much better than a sponsored breakfast

Here’s something a little different. Did you know that B2B brands can benefit from outdoor advertising as well? While sponsorships for B2B conferences tend to be through the roof, do they tend to help you achieve your goals? If the answer is yes, great! Keep doing what you’re doing. But, if you’d like the attention of the CTO while they’re taking a break from the security conference, it might be time to think outside the sponsorship box…

THAT’S A WRAP!

Well, that concludes the first edition of #WrapifySpotted! We hope you had fun, and learned some things along the way. For more fun use cases and campaigns to try out, check out the Wrapify blog for a weekly update on outdoor advertising trends, success stories, and more!

Cheers to another great year on the road!

December 2, 2022 0 comment

Foot-Traffic OOH Advertising

6 Proven Ways to Advertise Healthcare Brands

by Amy Boisvert November 28, 2022

written by Amy Boisvert

Marketing is rarely low-hanging fruit. But out-of-home (OOH) advertising has a history of effortlessly grabbing attention. Think about the last time you were stuck in traffic. After finding the perfect song to put on, your eyes can’t help but look for a worthwhile distraction, usually in the form of the highway billboard.

While what makes an ad ‘worthy’ is debatable, you’ve got to appreciate that OOH advertising handled well could help drive traffic for healthcare brands. The Entrepreneur found OOH delivers four times more online activity per dollar spent than TV, radio, and print.

Plus, the post-pandemic era is fanning a bigger appetite for the outdoors. In a recent study, 58% of Americans said they enjoy being outside, and experts believe there couldn’t be a better time for brands to engage in captivating OOH advertising.

Does OOH Work for the Healthcare Industry?

You may argue that a clinic ad differs from a retail brand ad. While both sectors strive for brand awareness, healthcare practitioners stand more scrutiny for advertising their services. But recent healthcare OOH statistics from the Harris Poll prove OOH can help you achieve your healthcare marketing goals. Take a look:

Overall, 58% of survey responders recently noticed healthcare OOH ads
78% of Gen Zers, 74% of millennials, 57% of Gen X, and 40% of boomers have noticed healthcare OOH ads.
76% of those who saw an OOH healthcare ad engaged in follow-up action.

These stats prove that OOH advertising is an excellent avenue to improve your patient outreach initiatives in these ways:

Driving brand awareness. There’s a 58% chance that someone will know about your brand.
Driving action and boosting traffic. 37% out of the 76% of people who took action looked for the brand online, 21% followed the brand on social, and 19% took a picture to share on social media.
Driving visitation rates. A further 30% visited the brand in person, while 28% asked their doctor about the service or product they saw in the ad.

Out-of-home advertising has also evolved from paper to digital technologies, which have zero ability to be pushy and repulsive and are more captivating.

How to Hack OOH Advertising for Healthcare Brands

Here’s another top advantage OOH has over online advertising. There are tons of ads in the online arena competing for a single user’s attention, and the chances of it being noticed are limited if it isn’t highly visible, preferably at the top of a webpage or SERP results.

An OOH ad is ‘unblockable’. It catches the viewer’s attention without fighting for it. Here’s how to maximize their benefits:

Be Creative

It’s not so simple, right? Healthcare marketing can be like walking a tightrope because you don’t want to send the message that you’re taking advantage of people’s health conditions.

Still, you can’t miss out on the unique advantage of OOH ads, and neither can you afford to have your message drowned out in the thousands of others. Creativity gives you a chance to stand out.

Suppose you’re advertising in California. In that case, adding nuances of Cali’s beaches, skyline, and palm trees can help you add the sights and sounds of the region into your ad. You’d do well to find an expert design company to help you strike a balance between advertising for health and being creative.

Get the Placement Right

You need to place your ad in the right location to reach your target audience. To do this, you need to consider the nature of the market.

For example, a highway billboard might be ideal if your clinic is located in a motorist’s market. On the other hand, a clinic in a metro market such as Pershing Square in NYC would benefit from street-level messages easily seen by pedestrians, cyclists, and slow-moving cars.

Consider the cost of the space you choose as well. Areas such as Times Square demand more money and are harder to acquire than spaces in Manhattan.

Identify What your Audiences Want

Play on your audience’s needs to create an ad that shows them you have the solution. The same Harris Poll study showed these reasons drive audiences to OOH healthcare ads:

37% are looking for local facilities.
36% are driven by the need to know how much you charge or are looking for a price cut.
30% need healthcare updates.
29% are seeking education on preventive measures.
20% are curious about new products.
18% are searching for insurance opportunities.
17% want to find online services.
17% are searching for a downloadable app.
16% are keen to find out about new healthcare brands, programs, or groups.
11% want information on business hours.

Of course, these needs are further divided into demographic types. For example, people from Gen Z and Millennials are more likely to look for apps to download.

Study your Audiences Behaviors

Understanding your primary audience’s behavioral tendencies and travel patterns will help you reach more of them. Think of this factor as your way of laser targeting.

Find out about their daily journey to and from work, and remember to look into how those behaviors change by age. For instance, with fewer people commuting to work, and more spending their time in local neighborhoods, what would be more effective: an ad on the city’s subway, or on vehicles local to a specific suburb?

This information is a sure way to align audience parameters and behavioral tendencies with the market’s nature, enabling you to discover market hotspots.

Look for the Perfect Timing

The demand for Turkey goes up during thanksgiving just like the demand for sunscreen increases when summer kicks in. It’s all about understanding the season and then finding out how you fit into your audience’s needs so you can sell healthcare brands as a problem solver.

If you offer allergy relief services, the transition between seasons is a prime time to tell your audiences about them.

Also, consider your audience’s stage in the purchase journey. An audience in the consideration phase requires a visibility-driven campaign –large images and catchy phrases. These messages are straightforward and don’t confuse the viewer with too many details.

On the flip side, an audience ready to spend their money –purchase stage –requires more specific, instructional messaging, including web address, coupon or discount information, and info on how to complete the purchase.

Use CTAs

Lastly, include a call-to-action (CTA) to tell people what you’d like them to do. You can add a CTA in many ways:

QR code that passersby can scan and access your website.
Phone number to dial for consultations.
Discount offers that promote in-person consultations.

Ensure the CTA is visible and attractive too. The messaging could be great but also wasteful because the viewers don’t know what you want them to do.

The Wrap-Up

The power of OOH advertising is undisputable, but it takes careful strategizing to leverage its capabilities so that it works for your brand.

That implies going beyond booking a space because the deal is attractive and retrofitting your messaging from competitors. Instead, find an expert with pricing that gives value for money, always centering the message on your target audience, the market, and your brand’s positioning.

Want to see your OOH ads reach farther than just where you place them? Wrapify can do just that. We’re an ad tech platform that wraps delivery vehicles in different OOH messages, helping brands be seen by far more people than possible with a stationary billboard. Schedule a demo.

November 28, 2022 0 comment

Case Studies OOH Advertising

Case Study: SD Loyal Professional Soccer Club Utilizes Wrapify to Ramp Up Ticket Sales

by Amy Boisvert November 21, 2022

written by Amy Boisvert

INTRO

SD Loyal, a professional American Soccer Club founded in 2019 in San Diego, California had the goal of ramping up ticket sales for their 2022 season.

Prefer to see this case study in PDF form?

See Case Study

GOOOOOOOOOOAAAAAALS

Overall, SD Loyal aimed to:

Increase ticket sales
Target a new, prospective fanbase
Showcase the club’s rich San Diegan culture to a new fanbase

CAMPAIGN SNAPSHOT

To make an even bigger impact, SD Loyal leveraged SWARM. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget!

RESULTS

Along with increased brand awareness for the SD Loyal club, the marketing team was also impressed to see positive performance:

10%+ net lift in ticket sales from the exposed audience

This was a campaign you had to SEE to BELIEVE:

Learn More at wrapify.com/brands

Also check out our 2022 media kit!

Wrapify Media Kit

November 21, 2022 0 comment

Digital Marketing OOH Advertising

Is OOH a more brand-safe advertising channel?

by Amy Boisvert November 15, 2022

written by Amy Boisvert

Social media is having a moment…and not all in a positive light 😬 It’s been a volatile time for social platforms due to a variety of reasons, including rises of misinformation, personal data collection, and most recently, the drama surrounding Elon Musk’s takeover of Twitter. The blue bird (and corresponding checkmark) has suddenly taken on a different identity.

It’s safe to say that big brands took notice of these changes and started seeking more brand-safe advertising channels for growth. And it’s no coincidence that as the performance of digital ads took a dive, brands started shifting to out-of-home (OOH) as a practical advertising approach.

In Brand-Safe Advertising, Quality Matters

With digital marketing, there is little a brand or marketer can do to improve a brand-safe advertising environment. Since the medium is the message, the medium on which the advertising message appears affects the message.

The unsafe online environment is affecting people and brands more than ever. A report published by the UK-based Reuters Institute revealed worrying fatigue in news and other media consumption on the Internet. The study of over 93,000 respondents in over 46 markets globally concluded that more than half of people who consume content on TV, online news, messaging apps, social media, and search engines had lost faith in content-driven media and brands that advertise on them.

The same study found that more than 80% of consumers said they tend to trust brands that ‘do what is right’ and ‘associate with other brands that do good.’ Consumers prefer to buy from brands with whom they share values, particularly those that help tackle challenges society faces.

Advertising online and in digital media exposes brands to risks of appearing next to fake, inappropriate, or negative content. This magnifies their vulnerability to being associated with toxic brands and content, which could hurt their brand.

Presently, the only way for a brand or marketer to keep its message safe from the effects of unhealthy advertising is to pass its message in a safe environment.

The Future of Advertising is Purposeful Ads

Most media platforms are powered by advertising. As the tastes of advertisers and consumers evolve, purpose-driven media is emerging as the future of advertising. This form of marketing aims to build a deep rapport with consumers. Purposeful advertising appeals to the understanding of the target market and reveals how it will benefit in the long run.

For consumers, purpose-driven marketing is more appealing because it relies less on the frequency of exposure to the message and more on its relevance. As individuals and society at large grow, advertising is becoming less about control and more about promoting diversity, equity, and inclusion. Consumers will lend an ear to a brand they know cares about education, the environment, security, and privacy.

The most notable form of advertising that relies on purposeful ads is OOH advertising. These include traditional advertising outside the consumer’s home, from billboards to vehicle wrappers and everything in between. Some of the top benefits of OOH advertising are that it is not intrusive. The advertising message is location-based, and it is highly effective in instigating consumer engagement.

Big brands that have traditionally relied on content-driven media to advertise gradually realize the benefits of OOH advertising. The main driving force for the shift is the realization that in a world of digital advertising. Brand safety issues are a matter of ‘when’ and not ‘if.’

Every brand should strive to protect its name in a rapidly evolving digital landscape. However, as this demands constant foresight, delicate planning, and collaboration, it is proving to be more costly than ever. Every advertiser must now remain diligent on the platform their message appears. It’s the only way to quickly mitigate the impact on their brand when negatively-purposed messages threaten to besmirch their name.

The Importance of Proactivity in Brand Safety

The platform a brand uses to pass its message, the content the ads are placed next to, and the context of the message affect its truth and identity. A brand that cares about its values and does all it can to align its message accordingly must be proactive in ensuring its brand safety.

As an advertising message is a part of a marketing ecosystem, the platform it appears on must resonate with the target market. OOH advertising targets consumers in their right places with a meaningful and purposeful message. The advertisement can be carefully designed and worded to have a meaningful impact on both the consumers and the advertiser in a reassuring and memorable way. With OOH, the message can be big and bold or small and subtle, but it is intentional.

Hear from DPAA CEO about how OOH advertising ensures brand safety

OOH is a brand-safe and effective approach to modern advertising. In an age of internet turmoil and elevated risks of digital advertising, OOH brings a renewed sense of joy for consumers tired of intrusive ads. Media fatigue is a real problem, and advertising outdoors is a sure way to reassure the target market that a brand cares about them. No brand can afford to underestimate the impact of sharing a message offline and outdoors today.

Next Steps

More brands are already cutting their digital ad budgets and pulling ads from online platforms. This happens mostly after their messages appear in undesirable contexts, often hurting their brand name.

Forward-looking brands stay ahead of the damage by proactively investing in location-based and brand-safe advertisements such as OOH. This is because OOH is safe and real advertising with proven results.

If your brand is not doing this already, do not wait until your brand takes a hit. Visit wrapify.com now to discover how you can promote your brand’s safety with OOH advertising.

November 15, 2022 0 comment

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