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Valerie Carboni

Valerie Carboni

Digital MarketingOnline AttributionOOH Advertising

Why digital marketers are moving from display ads to OOH

by Valerie Carboni May 25, 2022
written by Valerie Carboni
digital marketing

More and more marketers are testing out-of-home (OOH) placements as an alternative channel to digital mediums. Nowadays, the classically-recognized top-of-the-funnel advertising platform not only helps boost brand awareness. These ads are now driving real results, similar to the beginning of the digital marketing era. 

In this article, we’ll refer to four main reasons why this ad platform is making a significant comeback, and how marketers today – digital, performance, and brand – can all benefit from it. 

1. It works.

Yes, that’s technically a full sentence. But let’s back it up with facts and figures! Before the pandemic, and even more today, the OOH industry has proven the effectiveness of the ad medium. A recent report commissioned by the OAAA measured consumer’s online actions taken after being exposed to six different advertising platforms – OOH, TV, Video, Radio, Display, and Print. The results painted some interesting comparisons between how different platforms are used, and what results they can drive. 

For example, when it comes to driving search results, marketers may think that Video or TV would be the most impactful medium by far. However, 41% of US adults reported using a search engine to look up information after seeing an OOH ad. 

OAAA/Comscore Consumer Study, May 2022

Additionally, many digital marketers are under the impression that to drive conversions (app downloads, website visits, online purchases) this must be done with display ads. But OOH and TV advertising outperformed display on each conversion tactic in the study.

OOH also made a stand-out performance, coming in as the #1 platform in driving social and video posts. Which makes sense, because consumers are not going to take screenshots of display ads on their phones and repost them, but they will stop to take a picture of clever brand advertisements while they are out living life. 

2. Digital ad performance is declining. 

With an influx of companies shifting to online marketing during the pandemic, increased competition created higher digital ad costs for demand gen marketers. According to a recent survey, 77% of marketers agree that increased online focus during the pandemic made SEO competition tougher. A majority also indicate that having to compete with massive brands for search positions resulted in declining returns for digital ads. 

In addition to search display, social media costs increased for marketers as well. Onescreen.ai’s Chief Revenue Officer explained that Facebook (Meta) and Google campaign costs increased significantly during the 2021 holiday season. Which also meant that consumers were inundated with digital advertising. A majority of marketers from the same survey believe that poor performance in digital advertising is a direct result of consumer’s digital fatigue and general distrust of digital ads. 

On top of all that, there is another huge risk in the world of digital media. In 2022, digital ad fraud in North America is estimated to account for $23B in wasted marketing dollars. Which is more than double the size of the total US OOH ad spend. Let that sink in…

3. The US is getting back to normal.

It would be wrong to say that the pandemic didn’t also impact the out-of-home advertising industry. During peak lockdown, travel on the road, on subways, or in stores was at a near standstill. Therefore, the typical OOH advertising mediums simply were not meeting marketer’s needs. 

According to the monthly mobility reports provided by Geopath and Motionworks, consumer movement is starting to pick back up. In their latest report, the percentage of people leaving their homes on an average day in April is above that of March 2021 – up to 88% of the US population.

Geopath/Motionworks Mobility Report, May 2022

Now that things are opening up and people are going back to work, out-of-home is experiencing a resurgence, which resulted in OOH spending increasing 72% in the first quarter of 2022. It wasn’t just an overall increase in marketing budgets post-pandemic, but also a result of marketers seeking new channels to reach their goals. Brands like Sunday Scaries and BelliWelli became just two of the many brands to devote upwards of 20% of the marketing budget on OOH media buys (average spend is still 4% across all industries). 

4. BONUS: It’s measurable. 

While some of this information may sound familiar, something more unheard of is the measurability of OOH advertising. That’s because it’s relatively new, and still not perfected in many versions of OOH. At Wrapify, we interrupted this pattern. 

Our software provides measurable statistics. It’s not just total impressions, but consumer actions, too. Using the Wrapify Attribution Suite, brands can attribute what exposure to Wrapify vehicles affects site visitation, online conversion, in-app conversion, and retail foot-traffic.

Wrapify Attribution Suite

Brands using Wrapify can also use the exposed audience for retargeting. With Physical Retargeting, brands can trigger Audio, Mobile, Display, Connected TV, Native and Video advertising from exposure to Wrapify vehicles. This feature is a perfect addition to any marketing mix, activating a complete omnichannel campaign.

When you think about a successful marketing campaign, you weigh several factors. “Is it the right audience?” “Right time?” “Is it measurable?” “Will there be ROI?” All of these are important to consider. And while you may think that only certain campaign types could give you all these answers, the resurgence of OOH is here to make you think differently! 

Open to talking more about it? Get in touch. 

May 25, 2022 0 comment
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Ad AgenciesCase StudiesProductTech

Four OOH market strategies that work

by Valerie Carboni May 12, 2022
written by Valerie Carboni

The goal for any agency is to make a big impression for their clients. But this is becoming more difficult with increased competition, limited ad inventory, and growing campaign requests. That’s why you need new, innovative OOH market strategies to win against these challenges. Based on the mission you have, here are four market strategies that work (and the specific brand campaigns to back them up!)

Mission: Overcome limited OOH inventory

We’ve all been there. Your client wants to advertise in a market with limited OOH inventory. With the ever-growing gig economy, our driver-base can deploy OOH advertising virtually anywhere. We’ve helped build target audiences in places with limited or scarcely available media like Austin, Raleigh, and even College Station. 

Limited Media OOH Market Strategies

For recovery footwear brand OOFOS, they knew WHERE to target high-performance athletes (Ironman), but they weren’t sure HOW. The location of the Ironman North American Champion Race was in St. George, UT. With limited media options available, Wrapify helped them overcome these challenges. Just last weekend, they launched a successful advertising campaign that targeted the right audience at the right time. 

Mission: Increase footfall and product sales

Retailers, CPG, and alcohol brands often want to target distributor zones and key zip codes to drive foot traffic and product sales. These lofty goals can be difficult to achieve and even more to measure. That’s where the gig economy and performance-driven ad tech can step in. 

For example, TaylorMade aimed to measure sales for its new TP5 golf ball. One of their strategies was to drive wrapped cars around Dick’s Sporting Goods stores in DMAs like Atlanta. The result? A 102% lift in visits made to their TP5 product page.

Product Sales OOH Market Strategies
Product Sales OOH Market Strategies

Mission: Reach target market segments

Donut Effect OOH Market Strategies
Donut Effect OOH Market Strategies with Amazon in Seattle DMA

COVID-19 completely changed America’s major metropolitan areas. With less populated city-centers and more people working from home, the “donut effect” transformed the suburbs into the new hotspot for target buyers. Wrapify compliments core media and gets brands into the suburbs of top markets – where people are spending more time than ever.

When Amazon wanted to drive recruitment in their top 20+ markets, Wrapify created hot zones based on the “donut effect” philosophy. Then, drivers were sent to the city center AND the suburbs of the key markets. This ensured the widest possible audience for the campaign.

“Wrapify has allowed Amazon to reach pockets of key markets that our traditional OOH buys weren’t reaching. It’s been a great addition to our traditional media mix and we’ve been impressed with their ability to track performance with foot traffic attribution data.”

Sandra F., Senior Media Manager, Amazon

Mission: Dominate the market

For larger media campaigns that need a nationwide reach, you need a “surround sound” campaign. This means flooding key markets with your client’s advertising. Wrapify’s campaigns can be amplified in multiple markets at once, penetrating downtown areas as well as suburbs and local neighborhoods.

For sports-betting platform Caesars Sportsbook, they were able to reach markets from NYC to Ann Arbor. Their Wrapify SWARM campaign included super-sized, fully-wrapped ride-share vehicles. They drove around key sporting events, providing the wide audience reach they were looking for. 

Market Domination OOH Marketing Strategies
Market Domination OOH Marketing Strategies

In conclusion, advertising within the gig economy, ride-share advertising, car advertising, ads on cars, or vehicle wrap advertising (whatever you want to call it) …  is not just a one-trick-pony. As many brands have experienced, this high-recall OOH medium has been the key to brand building AND measuring performance. To see which OOH market strategies would work for you, contact us for a personalized strategy session.  

May 12, 2022 0 comment
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Press Release

Wrapify Broadens Impact on Brands & Agencies with Announcement of New VP of Marketing, Valerie Carboni

by Valerie Carboni May 4, 2022
written by Valerie Carboni
ooh wrapify new vp marketing

Wrapify, the innovative and performance-driven out-of-home (OOH) advertising platform, announces Valerie Carboni as their first Vice President of Marketing. Valerie brings more than 12 years of experience in B2B marketing, most recently leading a global marketing team at TrustYou. Previously, Valerie worked at Cvent (CVT), leading the product marketing efforts for their Hospitality Cloud solutions.

In an effort to empower more brands with measurable OOH campaigns, Valerie will ensure that all marketers are fully aware of the benefits, best practices, and positive results of this form of advertising. Her experience running global marketing strategies, which required a clear return-on-investment, make her uniquely qualified to be a trusted resource for brands and agencies looking to do the same. 

“What excites me most about this role is the opportunity to bring ‘campaigns that work’ to marketers who are seeking real, attributable success,” explains Valerie. “Far too often, marketers come up against the challenge of spending money in the wrong places and missing the mark when it comes to ROI. Wrapify is their opportunity to change that.”

James Heller, Wrapify CEO and Founder, adds, “Many brand marketers, especially those focused on ABM or digital marketing, may not know the benefits of high-recall OOH. With Valerie’s knowledge and experience, we aim to help marketers understand the reach and measurability this medium offers.” 

With over seven years of experience in the industry, Wrapify delivers measurable high-recall campaigns for brands like Molson Coors, Zoom, and Amazon. To learn more, subscribe to Wrapify’s LinkedIn newsletter, “We Don’t Just Wrap Cars“.

May 4, 2022 0 comment
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