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Online Attribution

When asking CMOs their thoughts on out-of-home advertising, I often hear the same answer:

“It’s great for brand awareness!” 

And they aren’t wrong. But (you knew there’d be a “but”, right?) it’s not the whole story.

Just like any other advertising effort you make, there should be metrics of performance in order to justify costs. No matter what your goals or success metrics may be, it likely never stops at simply “brand awareness”. No matter what, top-of-funnel branding initiatives without a clear path to purchase will negatively impact conversion. Alternatively, building your company over the long term will be impossible if you solely concentrate on the bottom-of-the-funnel. 

Ta-da! That is why, for all marketers, the two-for-one deal of brand building + performance marketing = the key to making your ad dollars work harder for you. 

And I’m here to tell you, out-of-home (OOH) advertising can do that for you.

What is out-of-home advertising?

First, I just want to make sure that we’re on the same page, because up until a few months ago, “OOH” wasn’t an acronym I was familiar with. 

Out-of-home advertising is any sort of visual ad a consumer might see while outside their home, as opposed to TV commercials, social ads, etc. The first thing that comes to mind with OOH is usually billboards, but that is only one of its many forms. 

It may be anything from billboards, to digital signs at a bus/metro stop, to wraps on buses, trucks, or vehicles. It is one of the oldest forms of advertising, which might be the reason marketers think that the measurement techniques would be outdated. But over the last several years, innovators in the space have created ways to measure OOH advertising to help marketers understand overall performance. 

How out-of-home advertising balances brand building and performance marketing

Out-of-home advertising has evolved beyond its former “impressions only” measurement style. Thanks to something almost everyone has, a smartphone, we can now measure exposure to offline media. Mobile Ad IDs (or MAIDs), created by Google and Apple, utilize location-based services to capture an exposed audience. While the audience member remains completely anonymous, the MAIDs help marketers to track whether exposure to an offline advertisement triggered another action, such as:

  • A website visit
  • An online sales conversion
  • An app download
  • Footfall at a physical location

Conversion doesn’t always happen immediately after exposure to an OOH advertisement, but the ads can increase the effectiveness of other marketing channels. Therefore, the MAIDs can also be used in a marketer’s retargeting efforts, for a full omnichannel strategy (more on that here). 

That’s how adding out-of-home advertising into your entire marketing strategy can have many positive effects besides the traditional role of boosting brand awareness. Basically, there’s never been a better time to rethink how your company uses OOH advertising to its full potential. In today’s digital age, OOH advertising can go beyond its traditional role of brand awareness. When you use this medium correctly, it can boost all your marketing efforts. 

Making OOH work for you

I touched on this briefly earlier, but wrapped transportation or “Digital Moving Out Of Home” (DMOOH), is gaining traction recently. Since it’s mobile, it provides reach and frequency to create large AND targeted exposed audiences. 

As opposed to other DMOOH, at Wrapify, we do all of the heavy lifting. We bring a fresh take to the out-of-home sector with the combination of our wrapped vehicles alongside:

  • Media measurement
  • Physical audience retargeting
  • Data insights

…all within one platform. 

With Wrapify, OOH advertising can be a top-of-the-funnel brand awareness play with bottom-of-the-funnel results. Not only do we create outdoor advertisements that move, but we also give you data on how they translate to conversions. This can help give you that “one-two!” punch when it comes to successful ad strategies. 

Get in touch to learn more about performance-driven OOH advertising with Wrapify.

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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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While there isn’t such a thing as a “recession proof” business, many brands DO survive, and even thrive, in an economic downturn. Some brands even skyrocket themselves from players to category leaders in times of crisis (We’re lookin’ at you, Zoom). 

As marketing leaders, we can play a big role in achieving that success. Daunting? Maybe. Possible? Absolutely! And I’ll let you in on a little secret, CMOs and marketing leaders who spend budgets wisely not only help their business, but the overall economy as well. 

This magical combination happens in the world of offline marketing. And by the end, maybe I’ll convince you that offline can also be online, too…🤯

Offline marketing supports the gig economy

In a study done by the Pew Research Center, they found almost 40% of gig drivers are working with two or more apps (Uber, Lyft, DoorDash, etc.). So they’re already overworked, but with gas prices as crazy as they are, they have to get by somehow. That’s why many rideshare and delivery drivers are now looking to offset these costs.

Here comes the marketing magic. We as marketers want to be at the center of customer experiences, right? Well, these experiences are happening right alongside the gig economy.  That’s why, in the last few years, offline advertising vendors entered this space. Recently acquired Play Octopus (now T-Mobile Marketing Solutions) offers free tablets to gig drivers, promising them higher ratings and better tips. But the tablets also provide, you guessed it, options for advertisers to have a personal one-to-one engagement with a potential customer. 

Marketing via the gig economy can also be done one-to-many. Vehicle car wraps offer amazing exposure for brands, while also helping drivers earn passive incomeWrapify is the pioneer in this space, reaching 500,000+ ride share and delivery drivers nationwide and paying out $1.4M to drivers just last year. The brands we’ve worked with – Amazon, Zoom, and Petco (to name a few) – have all had their marketing dollars go directly into the pockets of the gig-economy. 

…and the retail economy

While this option may only seem applicable for brands with brick & mortar locations, don’t rule it out just yet. Even e-commerce-driven brands have explored retail as a way to reach new customers. The introduction of retail locations from companies like Warby Parker and Quay have proven that online and offline sales channels are a great mix. 

I myself was a bit surprised to find out that 85% of retail sales happened offline, even in 2021. And with retail, comes jobs. Again, in an economy where many of us require more than one job to make ends meet, retail is a great option for people looking for part-time work. 

So what does this have to do with offline marketing? Well, one of the most effective methods of offline marketing happens to be out-of-home (OOH) advertising. And it’s a proven way to help retail locations build brand awareness, increase footfall, AND activate online channels as well (we’ll get into that later). I mentioned this use-case in a recent post if you want to learn more. 

Over the last few years, we’ve made huge strides in OOH ad tech. Now, we can use MAIDs (Mobile Ad IDs) to track your exposed audience (people who see your offline marketing) and compare that to a control group (people who have not seen it). Brands like GoHealth Urgent Care have been able to track a 20% lift in retail visits from their exposed audience, a 90% increase compared to the control group. 

…and the local economy  

As a start-up based in San Diego, an area that’s recently in a high-growth phase, we are always thinking about how we can “help thy neighbor”. I’m sure we are not the only ones! Outside of using local services and vendors, offline marketing also helps spread good will, even outside of your own area. 

Unlike running display ads that only send money to Facebook (you’re welcome, Zuck), offline marketing requires experts across many SMBs. From agencies, to designers, to installers, these campaigns are creating jobs in a way that no online format ever has.

If this sounds like more work for you, trust me, it’s not. For example, professionals in OOH have created turn-key services that take your campaign from start to finish efficiently and effectively. While these resources do play into the expenses of OOH, with online activations at 5X-6X above the expected rate, the results really speak for themselves.

Learn more about the intersection of offline and online marketing at wrapify.com/brands.

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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

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While we were all looking forward to being done with this pandemic, the likelihood of increased restrictions look like a possibility later this year. 

Have no fear, we’ve learned a lot these past 500+ days!

Many of us in the OOH industry have seen a massive shift in the way brands evaluate and ultimately buy this type of ad medium.

Here are a few things we learned from the lockdowns in 2020 and pandemic related ad buying behavior:

  1. It takes 66 days to form a habit

    According to a 2009 study published in the European Journal of Social Psychology, it takes an average of 66 days to form a habit.  We saw the rise of app-enabled delivery propel DoorDash, Grubhub, Uber Eats, Instacart, GoPuff and many other app-enabled players in the gig-delivery space.  We all know someone that would have never used their smartphone to get their groceries delivered and now it is engrained in many of our lives. What’s more, many of these drivers were also doing rideshare driving pre-pandemic and needed to supplement their income with ad-supported revenue from platforms like Wrapify.

    It put brand dollars into the pockets of Americans who need it and these brands realized platforms like Wrapify deliver measurable exposure in neighborhoods across the country … Where people spend MOST OF THEIR TIME!

  2. We have 500+ days under our belt

    It’s been more than 500 days since the initial impact of the pandemic here in the US. We all know how to wear our masks, social distance, and many of us have already been vaccinated.  We still have work to do, but platforms like Zoom allowed us to persist and run our businesses. Many of us have started to have face to face meetings and we might have to stop congregating indoors without masks … but we’ve all learned how to adapt and keep business moving. Brands also adapted to this environment by leveraging OOH in new ways; focusing more and more on hyper-local, measurement and retargeting the audience exposed with contextually relevant messaging.

  3. OOH was more valuable than many initially thought…

    We’ve been plastered with digital advertising on our smartphones and devices.  We’ve seen more CTV/OTT ads than we can count and quite frankly, we just have digital fatigue or ‘Digital Device Burnout’.  In a recent EY study, Digital fatigue drives 47% to seek downtime from internet-enabled devices. 


This Harris Poll highlights how OOH is increasingly leading consumers to discover new businesses and brands, and influencing their path to purchase. About one-quarter report OOH informed them of a new business or brand this past year. In larger urban areas 1M+, 34% say OOH influenced their decision to buy a product.

Many marketers initially assumed that lock downs meant people weren’t out and about and that was the case according to Geopath Mobility Update – Week of 8/2/2021, but the traffic returned to pre-pandemic levels pretty quickly, and we are now seeing miles traveled per day exceed miles traveled pre-pandemic:


  1. Flexibility & Cost Effectiveness

    OOH can be leveraged in so many ways and one common misconception is that it is a top of the funnel tactic with limited measurement and inventory is hard to find in other parts of the US.  We’ve been focused on making measurement and attribution primary reasons to leverage the media we deploy.  Whether it’s a ‘Tier 1’ market like NYC or LA or a neighborhood in Tuscaloosa, we can deploy measurable and attributable OOH anywhere in the country.

  2. Recall

    One of the most striking arguments we lean on, is the recall our media creates and how it influences the digital audience thereafter.  OOH + digital is a recipe for success now more than ever.  Even Facebook reported that using both Facebook and OOH ads worked best – with the combined impact proving to be “13% more efficient than expected.” Nielsen also called out wrapped vehicles as being the most noticed segment of Moving OOH Inventory in a 2019 NIELSEN & OAAA OOH ADVERTISING REPORT. This is one of the main reasons our ‘Physical Retargeting’ capabilities are leveraged in most of the campaigns we deploy.

The Wrapify Take
Make no mistake about it – we want businesses to remain open and I want to see us all continue to thrive. Here are a few examples of how brands that leverage Wrapify took advantage of these new market dynamics:

  • B2B TECH BRANDS WORKED FROM HOME TOO: B2B Tech giants like Zoom and Oracle leveraged the rise of app-enabled delivery to reach decision makers where they live and play. Our ABM use case was adapted to WFH and became even more relevant with such a high volume of Wrapify drivers also participating in app-enabled food and grocery delivery canvassing neighborhoods nationwide.
  • HOTSPOTS & HYPER TARGETING:Brands like Petco and 7-Eleven leveraged our ‘Hotspot’ feature on the Wrapify platform to drive more frequency in the neighborhoods their retail locations service. This feature gamifies driving so that these gig-drivers earn more by driving in high-value areas for brands.
  • SWARMS: (a Wrapify favorite): App-enabled brands like Self Financial and the BLK App leveraged SWARM to get their campaign vehicles driving around specific points of interest and leveraged the Wrapify Attribution Suite to measure things like app installs and specific events fired in their respective mobile apps.

This article was written and published by Wrapify CEO and OOH Influencer James Heller. The original post can be found here: https://www.linkedin.com/pulse/proof-ooh-pandemic-proven-james-heller

About Wrapify

With a powerful combination of OOH, digital, and the gig economy, Wrapify empowers Fortune 500 brands to reach audiences in an omnichannel environment – while delivering measurable, actionable analytics to prove its effectiveness. This high-recall ad tech platform combines the impact of out-of-home advertising with the scalability, targeting, and accountability of digital.

Brands including T-Mobile, Petco, and Zoom reach and engage audiences that interact with Wrapified vehicles across channels and devices, driving awareness, attribution, and conversion. Wrapify enables brands to target and scale ad campaigns nationwide, across screens and channels, as well as access to data in real-time to measure performance. 300,000+ drivers in the U.S. use the Wrapify app to earn extra income simply by driving. Founded in 2015, Wrapify is headquartered in San Diego, California. Learn more at wrapify.com.

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INTRO

American supermarket chain Giant Eagle leveraged Wrapify to drive a measurable increase in online ordering and curbside pickup in Pittsburgh, PA. They integrated Wrapify into their out-of-home and digital marketing mix in 2019. As a result of their campaign, they also gained more brand awareness, website traffic and foot-traffic measured by Wrapify’s Attribution Suite.

 

See the full case study in PDF form

GOALS

• Grow revenue from curbside pickup sales

• Increase the number of total orders placed online

• Increase the checkout conversion rate of online orders

• Digitally retarget the OOH-exposed shoppers online

• Drive foot-traffic into physical stores

CAMPAIGN SNAPSHOT

Here is a preview of The Campaign Heat Map when their campaign was on the road and the coverage obtained from it. The Wrapified vehicles grabbed mobile ad ID’s as they drove:

Heat Map
Summary

BENEFITS & RESULTS

Utilizing Wrapify’s Physical Retargeting features, Giant Eagle was able to show their online ads to the exposed devices from the campaign. All impressions, clicks, and attribution were measured on the platform…

To see the results download below!

   

Learn More at wrapify.com/brands

 

Check out our 2019 media kit!

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