Category:

Digital Marketing

brand-safe advertising

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.

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ooh advertising for fintech brands

Every successful fintech company uses all strategies at its disposal to identify and get customers. While digital marketing often comes to mind first, tech companies and startups that incorporate out-of-home (OOH) advertising strategies tend to fare better.

Why?

OOH advertising often gets a bad rap when compared to other digital advertising strategies. This is usually because this form of traditional advertising did little to target a specific market. However, the pandemic brought with it a creative renaissance in geo-targeted advertising which enabled tech companies to boost their customer acquisition using OOH.

Businesses providing financial services face three niche challenges: there is a need to target a specific market; their marketing strategies must adhere to strict privacy and security regulations; and, they must identify targets with the highest potential to convert and use the most effective and measurable strategies to reach them.

Here are three ways OOH advertising for fintech brands helps achieve this.

1. Remain Privacy-Compliant with Geo-Targeting

Just like cookies help marketers track behavior via online platforms, app-enabled GPS does the same in the physical world. This anonymized data allows fintech brands to target their consumers based on demographics, psychographics, interests, habits, and more. When buying OOH advertising for fintech brands, this step is crucial in making sure that you target the right audience.

Advertising channels such as vehicle wrapping make it easier to target desired audiences with the right message at specific times. Brands can also improve the accuracy and relevance of their advertising while boosting customer acquisition with contextual targeting. When combined with contextual targeting, advertisers can personalize OOH advertising to cater to specific groups of potential customers in specific locations.

2. Identify POIs That will Convert Higher

Along with strong, contextual advertisements, fintech brands can push conversions by being as relevant as possible. In today’s economy, it takes little to engage customers constantly looking for better financial services and products. But potential customers of a financing app will be even more likely to consider these services while they’re shopping for groceries leaving the bank, or more often now, at the gas pump. These point-of-interest (POI) moments take relevancy into consideration and provide fintech brands with a customer more likely to buy.

But how would a brand identify points of interest, and how can they stand out from a sea of banners, booths, and billboards? Fintech brands can take advantage of POI targeting by being at the right place at the right time. During SWARM events, wrapped cars show up in one specific area for a set amount of time. And your customers can’t help but take notice when they see 5, 6, or even 20 cars with your brand logo in one place.

Wrapify for CreditKarma in San Diego, CA

3. Measure Performance in OOH Advertising for Fintech Brands

It may seem difficult to measure the success of an OOH advertising campaign. This is an understandable concern, especially considering that there are no clicks to count. After all, the financial industry is primarily data-driven, and real-time actionable insights are necessary to understand the impact of an advertisement. However, measuring the effectiveness of out-of-home advertising is easier than you think!

Based on the same app-enabled GPS discussed earlier, certain types of OOH advertising can measure ad exposures while capturing Mobile Ad IDs (or MAIDs). These MAIDs then unlock more information about a user, allowing marketers to view net lift measurements in foot traffic, app downloads, or even website conversions when properly executed. The measurement capabilities of OOH advertising are often underrated, but it goes wayyy further than just impressions.

In many cases, targeted customers may take some time before taking action, even when an advertisement has impacted their feelings about a brand. This is an upside and not a downside of OOH. Conversions outside the measurable period of ad returns are proof of lasting impressions and evidence that the ad resonated with the right audience.

Final Thoughts

OOH advertising for fintech brands has many use-cases and benefits. This underrated advertising mechanism has become particularly popular and effective thanks to the development of better geo-targeting technologies and the target market’s appreciation of relevant, financial products.

Wrapify is a performance-driven advertising platform that has streamlined the art and science of out-of-home advertising. We offer a lot more than just ads on vehicles. Our approach to OOH, geo-targeted advertising, attribution, and performance measurement are what a modern financial brand needs to supercharge its brand and marketing efforts. Go to wrapify.com today to discover how we can help your brand reach out to and convert local customers.

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wrapify driver marketplace

Our new platform, the Wrapify Driver Marketplace, has just kicked off! It connects brands looking for advertising opportunities with a network of over 400,000 workers in the gig economy. This marketplace not only shows rideshare and delivery drivers the latest advertising offers from brands but also offers them access to exclusive discounts and other economic opportunities. 

Our CEO and Co-founder, James Heller, had the following to say regarding the Driver Marketplace launch, “Wrapify has created a solid driver network over the last seven years, allowing us to build and scale this product nationwide. We feel confident that this product will help the right brands reach their target audience while also accomplishing our mission to support the gig economy.”

Joining Forces with Amazon & DoorDash

Amazon was one of the first brands to get involved in our new initiative. As demand for Amazon’s online retailer services grows, so does its need for more staff to handle logistical issues. That is why Amazon Workforce Staffing will use the platform’s ability to reach gig workers to identify potential candidates to fulfill these roles. This is in addition to the omnichannel marketing campaign that Amazon will be rolling out through Wrapify.

Amazon already has an out-of-home campaign running with Wrapify, with vehicles on the road, and money being earned by drivers in cities like Spokane, WA, Boise, ID, Salt Lake City, UT, and many more. But with this additional feature, they have a chance to leverage omnichannel marketing strategies to achieve their goals.

As for DoorDash, after running an OOH campaign with Wrapify a few years ago, they came back intent to use this new platform as a way to quickly get the word out where and when they needed it. Their listing just went live in several cities across the US with a similar intent – inform more drivers about the gig opportunities available with DoorDash.

Getting Work Solo and GoShare Involved

Also joining the list of partners with the Wrapify Driver Marketplace are gig-economy platforms GoShare, a delivery and ridesharing service, and Solo, an aggregation platform that helps gig workers track their income and potential jobs.

GoShare will use the network to offer gig workers additional opportunities to earn income. “In the current state of the economy, no one’s job is safe. We want to change that. We love onboarding new drivers to our platform, especially ones trying to monetize the cargo-vehicle investments they’ve made. Wrapify created a new way for us to reach and help that audience at scale,” said Shaun Savage, Co-founder and CEO at GoShare.

In addition to offering workers gig prospects, Solo will also provide drivers discounts on membership services. Speaking on the partnership, Bryce Bennett, CEO and Founder of Work Solo said, “Partnering with Wrapify is the next logical step in our evolution as a company. The Driver Marketplace is an excellent opportunity for our growth, and Wrapify’s messaging, combined with the platform’s potential to scale nationally, make this a big gain for freelance networks like Work Solo.”

Are You Getting in on the Action?

Our ultimate goal with the Driver Marketplace is to connect high-powered brands with a network of gig workers who want to improve their financial future! Here, rideshare drivers can find an additional way to earn income while completing these rides. Additionally, companies can offer exclusive discounts and offers alongside advertising opportunities.

Outside of the Driver Marketplace, Wrapify allows brands to incorporate out-of-home (OOH) advertising as part of an omnichannel marketing effort. We are trusted by some of the world’s leading companies, including Google, Uber, Zoom, Shell, Pepsi, and Coca-Cola. Our philosophy is centered on providing our clients with data and metrics that allow them to achieve accurate attribution, physical retargeting, and foot traffic measurements.

If you’re interested in building brand equity and acquiring a ton of new customers, get in touch with us today.

If you are a rideshare or delivery driver and would like to earn extra income with Wrapify, learn more here

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recessionary spending

COVID-19 has left a mark on the world, and it’s not going away anytime soon. In fact, the economy is expected to take years to recover from this downturn. And for marketers that means recessionary spending mode is activated!

When consumer spending drops significantly during an economic downturn, companies often slash their marketing and advertising budgets. This can be devastating for brands that are trying to stay afloat: without any marketing efforts or ads, what’s going to make consumers choose them over another company? And if they don’t have enough money in their budget for marketing or advertising, how will they compete with other brands who do?

But there is hope! While it may seem like a bad idea at first glance, cutting your advertising budget actually presents an opportunity: now is a good time to create brand awareness while other companies are cutting their ad budgets out of necessity. The availability of ad space goes down when demand goes down, so now is an excellent time to dominate your market share before other companies catch up.

This means you should take advantage of free or discounted advertising space while it lasts—and use this recession as a chance to build up your brand awareness in order to stay ahead of the game when things return to normal.

Why You Should Invest in Marketing Now

Marketing is a long-term investment, but in the short run, it could mean spending more than you’re making. However, in the long run, if you’re smart about it, it can mean earning more than you spend.

In fact, companies who advertise and market aggressively during recessions can maintain or increase sales at a time when competitors are cutting back on advertising budgets and promotions. Why? Because they want to keep their market share!

Brands that don’t spend lose market share… up to 15% of it, to be exact.

“rules of recession-proofing” report

All it takes is for a similarly-sized competitor to double their ad spend right when you’re cutting yours. And because brand building takes time (generally three years), aggressive marketing during a recession gives marketers an opportunity to differentiate themselves from their competition by building brand loyalty early on—and reap rewards later on when consumer sentiment improves again.

In the past, the recession has been a period where businesses cut back. However, smart advertisers know that a recession is actually a golden opportunity. In a recession, buyers become more cautious and spend less, so most companies assume that they’re unlikely to see a return on investment. What they don’t know is that ad space will become cheaper, and customers will be paying attention to branding and marketing more than ever. And what we saw with the pandemic and “revenge travel”, we will likely see with “revenge spending” post-recession.

There’s a sense of mounting anticipation among consumers: they’re eagerly waiting for the economy to bounce back so they can start spending again. When companies develop marketing strategies that encourage trust, conversion, and brand loyalty, they will inevitably reap the rewards of a better economy in a few years.

Building Brand Loyalty with Recessionary Spending

Brand loyalty is especially important because it gives you an edge over competitors when it comes time for advertising again—you’ll have an established audience that trusts you, and your share of the market increases when you advertise during a recession because there’s less competition. This means that you get more bang for your buck! Finally, it’s also a good opportunity to exercise creative marketing skills in order to stand out from the crowd

Some other recession marketing strategies include:

  1. Encouraging trust: Customers will be more cautious about spending money on products and services during a recession. You need to build trust with your customers so they know they’re buying something they’ll be satisfied with.
  2. Getting customers to convert: If you have good products and services, then getting customers to convert is not as hard because they will feel good about what they’re buying. You also need to make sure that you have good customer service so that if something does go wrong, they will come back again.
  3. Keeping brand loyalty: During a recession, there are fewer brands spending on advertising than usual because they don’t have the funds for it—this means that those who do advertise will get more bang for their buck because there isn’t much competition out there! This creates an opportunity for businesses like yours that want their share of the market in order for them to reap the rewards of an improved economy down the road when things start picking up again

Tips for Advertising During a Recession

You don’t have to spend a lot of money to create a brand that stands out. You can use the recession as an advantage by being bold and making a statement about your business and its products or services. Be creative with your marketing, ensure you are driving conversion, and focus on brand development. Also from the same report mentioned above, contextual advertising is king. Consider how your brand can play with certain mediums; OOH advertising is a great playground for content + context.

Contextual advertising is 1.2 to 2.5 times more effective than other forms of advertising, including behavioral targeting.

“Rules of recession-proofing” report

Marketing is a great way to keep your business afloat when things are slow. There are many ways to market during these tough times, and with the right strategies, you’ll be able to reach new customers who have never heard of you before.

At Wrapify, we can help you develop a long-term branding strategy that will drive conversion, create customer loyalty, and keep you moving forward through the struggling economy.

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Offline advertising is as good as online advertising. However, relying on one advertisement channel may not increase your sales as much as you would like. But what if there was a way to combine the two for the best results? That’s where Omni-channel advertising comes in. 

About 86% of buyers switch between two channels often, shopping online and offline. All the more reason to combine your marketing channels for the success of your business. To stay on top of your game, you must provide customers with a consistent experience across all touch points. 

As a marketer, you need to know what omni-channel advertising can do for your business. Here, we discuss the basics of omni-channel advertising to understand how it can be helpful. 

What Is Omni-Channel Advertising?

Omni-channel advertising combines many communication channels to create a uniform brand experience. It encompasses both physical and digital options. Many industries can effectively use this strategy, including retail, finance, healthcare, and technology.

At the heart of omni-channel advertising is connected customer, product, and sales data. This makes it possible to create detailed consumer profiles. Marketers can see how customers interact as they go from one channel to the next. It also allows them to develop unified buying experiences.

Is It Omni-channel, Multichannel or Cross-channel?

Marketers often swap these three terms; omni-channel, multichannel, and cross-channel. They seem to represent the same thing, but they are not the same. They all include acquiring, engaging, and retaining customers through different channels, but there is a slight difference. 

With multichannel, all communication channels operate separately from one another. There is no connection between them. However, in cross-channel marketing, there is a link between a few communication channels.

Omni-channel advertising is significantly more advanced because all channels work together. But how can you know which one is the best fit for you? Let’s look at the advantages and disadvantages.

Fundamental Differences between Omni-channel and Multichannel Marketing

The key difference is the customer. Omni-channel advertising puts the customer at the center to ensure the best relationship with your brand. 

The multichannel strategy simply tries to advertise across as many channels as possible. On the other hand, the omni-channel approach combines all channels to completely engage customers.

The other difference between the approaches is consistency. Because of omni-channel’s focus on customer experience, customers receive a similar experience and message on all channels. 

A consistent message and brand image allows for deeper brand ties by creating a sense of familiarity. Omni-channel advertising aims to promote campaigns across channels to multiple audiences. In addition, it ensures an easy purchase experience for consumers.

What Are The Benefits Of An Omni-Channel Advertising Strategy? 

One thing many marketers agree on is that omni-channel advertising is the real deal. Having and enabling all these channels isn’t bad. However, the goal should be seamless experiences for your customers.

The benefits of a well-executed omni-channel advertising strategy include:

Increase Customer Loyalty

Customers make purchases from the companies they respect and believe in. Omni-channel advertising aims to give a similar experience across all channels. It also provides a unique experience for every individual. This strategy boosts customer loyalty by improving customer satisfaction and experience.

Boost Brand Recognition

Omni-channel emphasizes consistency in advertising. This makes sure that your customers see your brand in the same way across all channels and devices. This consistency helps your buyers remember your brand. A deep sense of brand memory will boost your potential consumer’s possibility of making a purchase.

Achieve Higher Revenues

An omni-channel strategy increases brand recognition, customer loyalty, and repeat purchases. Businesses gain and keep new customers through personalized content. Increasing customer numbers means more business and more revenue.

Omni-Channel Advertising Strategies with Wrapify

At Wrapify, we help you connect online and offline advertising channels to achieve real results. Drivers in the gig economy earn passive income as we help your business scale higher. We empower your brand with a combination of our wrapped vehicles with our omni-channel ad tech platform.

How It Works At Wrapify

We specialize in wrapping cars with ads. But it doesn’t end there. We escalate your brand and marketing performance with the Wrapify omni-channel ad platform. 

Our platform is one of a kind in the advertising space. It does the unthinkable by measuring your movable outdoor advertisements. It also offers you:

  • Data visualization
  • Omni-channel retargeting
  • Attribution reporting

With these features, advertising could never be easier and more rewarding. Any business would love to get to the right audience in the right location at the right time. And how much more satisfying it is to see how your outdoor advertisement is converting into sales? Wrapify makes this possible in every way.

You can choose to run local, regional or national campaigns and refine the location by demographics. For example, physical retargeting allows you to trigger the following advertisements from exposure to Wrapify vehicles:

  • Audio
  • Mobile
  • Display
  • Connected tv
  • Native
  • Video advertising

Our attribution is omni-channel because we understand every customer is essential. We focus on every conversion, including online, in-app, and foot traffic.

Online

Our platform compares a control group to an audience exposed to every vehicle in your campaign. The control group was never within the exposure to the vehicle. You can use this information to measure the website conversion from the vehicles we deploy across your target location.

In-app

As with online conversion, we use the exposed and control method. It determines the conversion rate of your app based on our platform’s omni-channel exposure. This is especially crucial if a lead’s first move is to download an app.

Foot-traffic

Our channel gives accurate information on foot traffic from outside your physical locations. You can measure foot traffic into your store, restaurant, or event from our omni-channel advertising.

Omni-channel advertising has been made more accessible and more rewarding at Wrapify. We do all the hard work for you. Sit back and watch the impact of omni-channel advertising on your business. Contact us today to get started on a successful advertising journey with Wrapify!

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digital marketers

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

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