Category:

OOH Advertising

wrapify spotted

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.

Aetna & CVS Health in Miami, FL

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.

Amazon Workforce Staffing in Denver, CO

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.

MillerCoors in Las Vegas, NV

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…

Sentinel One in Miami, FL

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!

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healthcare brand advertising

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.

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sd loyal case study

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?

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!



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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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socal ooh takeover

INTRO

Ballast Point, a craft brewery based in San Diego, aimed to run a summer campaign with the goal of driving more foot traffic into the several Ballast Point tasting rooms in Los Angeles, Orange County, and San Diego.

 

Prefer to see this case study in PDF form?

GOALS

Ballast Point’s agency, CUENTO Marketing, wanted to use a unique form of transit media to target its key demographic. They identified key events such as baseball games at Petco Park, Dodgers Stadium, and the Rose Bowl, as well as high-traffic areas such as public beaches and key neighborhoods, and utilized Wrapify SWARMs to get in the right place, at the right time.

Overall, Ballast Point wanted to:

  • Drive measurable foot traffic into tap room locations
  • Hyper-target key events and neighborhoods where out-of-home inventory is not available
  • Advertise the brewery’s iconic Sculpin brand alongside a new summer variety, Watermelon Dorado

METHODOLOGY

Over 100 vehicles, driven by rideshare and delivery drivers, were wrapped and deployed by Wrapify. Wrapify works with Reveal Mobile to create the exposed audience and impression measurements of the vehicles while they’re on the road. They follow the OAAA’s “DMOOH Exposure Methodology Standardization Guidelines and Best Practices“, which was created in partnership with Wrapify and Reveal Mobile. This audience was compared with a control group to determine the net lift.

BENEFITS & RESULTS

Amongst the many benefits a brand will always have from campaigns like this one, here are all of the impressive numbers that helped them reach their goals:

 

200%   Lift in Foot-Traffic to Long Beach Location

   

900%   Lift in Foot-traffic to Little Italy Location

     

2,500%   Lift in Foot-Traffic to Anaheim Location

     

276M   Impressions in the Geo-fenced Location

   

Using Wrapify for this campaign gave Ballast Point one of the best Summer visitation rates on record. The brand is now in the driving seat, accompanied by a vast amount of data in the Wrapify Dashboard about their exposed and captured audience which will help influence future successful marketing efforts.

   

Learn More at wrapify.com/brands

   

Also check out our 2022 media kit!

 



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