Category:

OOH Advertising

3 Ways to Use OOH Advertising for Fintech Brands

by Amy Boisvert November 10, 2022

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.

November 10, 2022 0 comment

Case Studies OOH Advertising

Case Study: A SoCal OOH Takeover by Ballast Point Brewing Company

by Amy Boisvert October 31, 2022

written by Amy Boisvert

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?

See Case Study

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!

Wrapify Media Kit

October 31, 2022 0 comment

Ad Agencies Online Attribution OOH Advertising

The 4 Key Attributes of a Strong Media Partner

by Amy Boisvert October 24, 2022

written by Amy Boisvert

Ad costs across all media are rising, and the pressure to deliver quality leads is higher than ever. With so many options out there, how can you be sure you’re choosing the right media partner?

Pivoting clients to digital-first strategies is nothing new for media agencies. But it’s getting harder to break through the noise in a world where consumers are bombarded with more than 4,000-10,000 marketing messages daily.

Out-of-home (OOH) advertising has been one of the most reliable forms of marketing for years, and its popularity is only increasing as technology advances. And when buying OOH, it helps to find a true media partner to challenge you to think differently and push your brand forward.

What to Look for in A Media Partner

At Wrapify, working with both agencies and brand marketers, we’ve learned a thing or two about what it takes to make a strong media partner. Every business has unique marketing needs, but the four attributes below are essential for any quality media partnership.

1. Understanding Your Audience

The first step to an effective media strategy is understanding who you’re trying to reach. Your media partner should be able to help you target your ads based on interests, demographics, and even specific locations.

For example, if you’re an entertainment brand looking to target families, it’s important to step out of city centers and into areas families are spending more time. Like at the park, the beach, or a family-friendly event.

Reaching your target audience often means making a spectacle – or more ideally – a seemingly serendipitous event. This is the exact impact the vehicle SWARMs have provided for brands. Surround your audience, at the right time, to make the most of the opportunity.

2. Trustworthy Inventory

The second attribute of a strong media partner is access to quality inventory. Your media partner should be able to provide you with a list of the varying inventory types available, as well as the reach and frequency for each option.

For example, Wrapify offers national coverage via its network of gig-economy drivers. We can place your ad on vehicles in any city across the United States, and you’ll only pay for the days and impressions that your ad is up.

Media partners usually need capital, creative innovation, and networking to amass good inventory. Thus, finding a media partner with a comprehensive inventory is a valuable way to assess their strength.

But trusting an inventory takes more than just a list of available placements. Your media partner should clearly understand what’s appropriate for your brand. It includes respecting all your sensitivities about the types of environments you want your ad to appear in.

3. Clear and Competitive Prices

The third attribute of a strong media partner is having competitive prices for their inventory. It doesn’t mean you should always go with the cheapest option, but you should ensure you’re getting a fair price for the ad placements you want.

It helps if your media partner can test ads for effectiveness before scaling them. Choosing a secondary or tertiary market to do a pilot campaign can be a great way to get the most bang for your buck. Test, then scale, in the market that matter most to your brand.

Competitive pricing also means being transparent about the prices you’re paying. Some media partners will try to hide their markups in ‘agency fees.’ This upcharge allows them to make a profit on top of the price they’re paying for the inventory.

At Wrapify, we don’t believe in hidden fees. We want you to know exactly what you’re paying for, which is why we include the cost of inventory in our media kits. So, what informs pricing?

It all comes back to your campaign goals.

4. Performance Tracking and Insights

Previously, marketers didn’t have any solid data to justify their ad spending on major billboards in cities and towns. This made it almost impossible to accurately track the return on investment (ROI) of OOH campaigns.

Oh, how things changed!

Now, with newly adapted technology, it’s possible to track the performance of every single OOH campaign you run. This data then becomes useful when optimizing campaigns for maximum impact.

But tracking performance is only half the battle. The other half is understanding how to interpret the data, and use it to improve your campaign. A strong media partner can provide insights and recommendations based on the performance data.

For example, at Wrapify, we use data from our ad campaigns to help our clients improve their targeting, retargeting, messaging, and overall marketing strategy.

We also offer a suite of tools that allows our clients to track the performance of their campaigns. It includes features like:

Campaign zone heat maps
Impression reporting
Net-lift attribution data

Final Thoughts

There you have it: the four attributes of a strong media partner. Keep them in mind as you assess your options and make your decision. We’re confident we have what it takes to be a strong media partner for your brand.

So, look no further than Wrapify if you’re looking for a comprehensive solution that ticks all the boxes. We’d be happy to chat with you about your specific needs and how we can help you achieve your marketing goals. Contact us to learn more.

October 24, 2022 0 comment

gig-economy Online Attribution OOH Advertising Product

Brand Advertising with an Economic Impact

by Amy Boisvert October 11, 2022

written by Amy Boisvert

Cynics of modern-day capitalism will say that the only purpose of business… is profit. However, companies and brands can benefit the world around them immensely. A 2019 article published in the European Research on Management and Business Economics journal identified the correlation between a country’s economic growth (from 2008-2017) and the investment in that country’s top brands. The article reviewed 38 countries, each one with a positive correlation between investment in these brands and long-term, overall economic growth.

The Economic Impact of DoorDash During the Pandemic

Companies don’t only provide employment opportunities. They also positively impact society through the efficient exchange of goods and services. These optimizations allow customers and businesses alike to focus on their top priorities. One example of a brand proving its contribution to the economic well-being of a country is DoorDash. In a 2019 report, DoorDash noted that it was responsible for $13.2 billion in direct, indirect, and induced economic activity during the first year of the pandemic. Additionally, 67% of restaurants and food operators reported that DoorDash was a critical part of staying above water during the COVID-19 restrictions. This was due in part to DoorDash’s COVID-19 relief programs which assisted restaurants financially. Some of these programs eliminated commission fees and supported marketing costs.

How Wrapify Generates Positive Economic Impact

With our newly-launched Wrapify Driver Marketplace, we are economically empowering more people than ever before. We connect brands with our network of over 400,000 drivers and gig workers. Through this, we facilitate the open sharing of economic value. Not only do gig drivers learn about the latest offers from businesses that can give them a financial boost, but they also get access to exclusive discounts and other financial opportunities.

We aim to foster a positive, economic impact by providing buyers and sellers with a mutually beneficial marketplace. Brands get access to meaningful placements and visibility that can be tracked, measured, and attributed. This allows companies to retarget the exposed audience and accurately calculate their marketing return on investment (ROI).

Furthermore, Wrapify puts the ad spend invested by these firms back into the pockets of both delivery and rideshare drivers. Drivers use their extra funds from Wrapify to assist them with paying for education, retirement contributions, car operating costs, household expenses, and more. A 2020 paper published by The Hutchins Center on Fiscal and Monetary Policy (part of the Brookings Institution) notes that the flexible hours that rideshare drivers enjoy enable them to withstand income oscillations. And again, the paper mentioned above calculated the gains created by ridesharing services. These have yielded over $1 billion for the San Francisco Bay Area alone.

Another study published by the Milken Institute in 2017 examined the first and second-order economic effects of ridesharing services by analyzing Google search trends for Uber and Lyft. This paper found that a one percent increase in searches for ridesharing services resulted in 2.19 lives saved per month. The mechanism of action is purported to be through the reduction of alcohol-related motor vehicle fatalities.

By supplementing the income of rideshare drivers and subsequently encouraging them to stay in the industry as it becomes saturated, Wrapify is contributing to social and economic benefits en masse.

Be Part of the Difference with Wrapify

If you want to use out-of-home advertising (OOH) as part of an omnichannel marketing strategy, reach out to us. We are trusted by some of the world’s leading companies, including Zoom, Amazon, and General Mills. With us, you will be able to achieve better attribution AND feel good about where your ad dollars go – into the pockets of rideshare drivers.

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

October 11, 2022 0 comment

E-book OOH Advertising

E-book: How to Use Advertising’s OG Medium to Your Advantage

by Amy Boisvert September 21, 2022

written by Amy Boisvert

Marketers and organizations alike cannot afford to ignore the resurgence of out-of-home (OOH) advertising Why? Because these numbers are hard to ignore…

OOH spending rose 72% in the first quarter of 2022
41% of US adults use search engines to look up brands and information they have seen in outdoor advertising
96% of out-of-home advertisers are satisfied with the ROI of their OOH campaigns

But don’t call it a “comeback”! OOH advertising was the OG ad medium long before Facebook and Google came along. And with the introduction of Mobile Ad IDs (MAIDs) to track exposure and effectiveness, OOH is now a critical component of an omnichannel marketing strategy.

You can learn how OOH has revolutionized itself, and how it compliments your digital ads, by downloading our free eBook (no contact info needed!)

Download the e-book

In this eBook, you can find out how OOH supports your top-of-the-funnel brand awareness, targets your ideal customers with laser accuracy, and influences consumer behavior like never before!

September 21, 2022 0 comment

Ad Agencies OOH Advertising

Hyperlocal Political Campaigns: How OOH Can Take Your Mid-Term Campaigns to the Next Level

by Amy Boisvert September 13, 2022

written by Amy Boisvert

The 2022 mid-term elections are just around the corner, and it’s another season you’ve got to convince your local citizens of your platform. With dynamics expected to shift in both houses, stakes are high, and you can expect a close contest on most issues. Therefore, you don’t have any room to make mistakes. Your political campaigns must be strategic, intelligent, and convincing.

Unfortunately, only one side can win; that must be yours. To make this happen, you have to work on a deliberate and strategic campaign strategy to reach every voter and tell your story. It’s the only way you can convince them to vote for your transformative ideas. That’s why you need to campaign hyper locally.

What is Hyperlocal Campaign Look Like?

Over the years, most agencies have been using much of their resources and time trying to run a state-wide campaign strategy. These strategies are not only scanty in detail, but they’ve not had a specific voter target. Although some have worked, it’s essential to indicate that events have overtaken them.

Today, hyperlocal campaigns are the way to go when looking to create an impression in a specific voter location. Trends show that 88% of the 2022 political advertising budget will be directed toward local political offices. With such a huge budget and time deliberately being driven towards local and in-state races, you cannot afford to be generic and simplistic in your political strategy.

How Can You Localize Your Political Campaigns this Season?

As highlighted above, political campaigns will not only be localized but very competitive this season. Therefore, you’ve to use everything that gives you an edge over your competitors. Incorporating new campaign techniques and tactics could make all the difference. Wrapify can help you deliver shrewd out-of-home advertising that will give you an edge through the following approaches.

1. Retarget Your Political Campaigns

As highlighted above, one of the most significant advantages of using a hyperlocal political advertising strategy is that you can retarget your campaigns.

With a Wrapify campaign, you can now direct your message to voters who live or work near the district you’re contesting in. This way, you can better focus your message and appeal to the needs of a particular voter. Then comes the real magic. The audience exposed to these campaigns in real life, can then be uploaded to your DSP and retsrgeted via digital, native, and CTV ads.

This means you can adjust and change your message as you get feedback from the field. For instance, if you realize that most of your targeted voters are more concerned about healthcare, you can quickly change your message and start addressing their needs.

2. Customize Your Vehicle Wraps

With Wrapify, you have the freedom to customize your vehicle wraps according to the demographics of your targeted voters. This becomes especially important when you are trying to sell a message vs. a person. For high-stakes propositions, like Prop 22 in California’s 2020 election, having a clear, strong message becomes even more necessary.

The good thing is that Wrapify will work with you to ensure that your message stands out and resonates with your targeted voters.

3. Increase Your Political Campaign Reach

The ultimate goal of any political campaign is to reach as many voters as possible. With Wrapify, you can increase your campaign’s reach by simultaneously targeting multiple voters. You can quickly get upwards of 20M impressions in just four weeks, anywhere you need them. This would not be easy to achieve with any other form of political advertising.

What’s more, you can use Wrapify’s reporting and analytics feature to track the progress of your campaign in real-time. This means you can quickly change your strategy if you feel you’re not reaching your targeted voters. With time, you can exhaustively cover all the districts in your state and significantly increase your chances of winning the election.

4. Create a Memorable Campaign

You don’t want your political campaign to be just another event in your targeted voters’ lives. You want it to be something they can remember long after the election. With Wrapify, you can easily create a memorable campaign by incorporating relevant visuals and colors in your message.

Your ad medium will be on the roads, which means you have a chance to reach voters who might not be reached through other forms of political advertising. Voters will often see your ads while commuting to work or running errands, which means you have a chance to have a very sticky message.

5. Campaign Readiness as a Strategy

Working with Wrapify also gives you an advantage in terms of campaign readiness. By partnering with us, you can quickly launch your political advertising campaigns without any hitches. Our experienced experts are ready to launch your campaign in 2-3 weeks, which is significantly faster than traditional mediums.

Additionally, we have a nationwide network of drivers, so we can quickly scale up your campaign to reach more voters – anywhere in the US. This is the placement, agility, and flexibility you need to win an election. Also, our team can help you design and implement your campaign strategy. The goal is to get you in the streets and, most importantly, to the tongues of the voting public as quickly as possible.

Get Started with Wrapify Today

The 2022 political season will be very competitive, with all platforms looking to score an edge over their opponents by localizing their campaigns and retargeting their message to specific voters.

Wrapify is the leading provider of hyperlocal political advertising solutions. We have a team of experienced professionals who will work with you to create an effective campaign that resonates with your targeted voters. Contact us today to learn more about how we can help you light up your neighborhood this political season.

September 13, 2022 0 comment

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