Category:

OOH Advertising

A marketer’s guide to recessionary spending

by Amy Boisvert August 5, 2022

written by Amy Boisvert

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:

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.
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.
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.

August 5, 2022 0 comment

OOH Advertising

The not-so-brief benefits of out-of-home advertising

by Amy Boisvert July 27, 2022

written by Amy Boisvert

Also known as out-of-home media, outdoor advertising, and outdoor media, Out-of-Home Advertising (OOH) is a form of advertising that takes place outside of your residence.

OOH is a complete marketing solution that incorporates a broad range of performance marketing and brand-building strategies. You may have seen the giant billboards on your way to work or a poster promoting a product. These are both examples of out-of-home advertising and its place-based media appeal.

However, this form of advertising is not just limited to stationary objects and buildings.

The Varied Forms of OOH

In fact, OOH falls into four primary categories: billboards, street furniture, transit, and alternative. Billboards are arguably the most well-known, based on the sheer size of their construction.

Over 4,900 digital billboards have been installed across the US and China. Despite this development, it has done very little to make the traditional billboard expendable. Currently, 9% of total annual revenue is being generated by public service ads, 18% by national ads, and a staggering 73% by local ads.

Urban centers also benefit from OOH, which can take the form of bus shelters, telephone booths, and news rack formats. This is especially effective being that it targets densely populated areas that have increased foot traffic.

Transit media advertising is another popular branch of OOH and, as the name implies, caters to mobile audiences. Branded vehicles and moving subway trains make excellent spaces for this kind of advertising.

The benefits of transit media advertising become abundantly clear when you consider just how many employees commute to work. While sitting in traffic can be a nightmare, the human eye will inevitably wander to boldly branded vehicles.

Transit media advertising is not just popular in the US and China, but has also struck gold with the metro train audience in India. Incidentally, municipalities have come to favor this form of advertising as it provides an extra source of revenue to offset budget deficits.

With so many options available, transit media advertising is an invaluable resource to stretch that all-important marketing dollar. Let’s take a look at some of the other core benefits offered by out-of-home advertising.

Cost-Effectiveness

Don’t be fooled by the cost of out-of-home advertising. Prices are often overinflated and are based on the price of billboards found in prime real estate locations such as Times Square.

Remember, it is the location and not the medium that determines the final price. It’s still possible to achieve marketing campaign targets in lower-traffic spaces, which often guarantees more bang for your buck.

When compared to other forms of advertising, OOH offers the lowest cost per thousand impressions (CPM). With an average CPM of about $5, you’ll feel like you’re getting away with something. You should consider several marketing elements in addition to the traditional methods that have been tried and tested.

Even without a Times Square billboard, the appropriate digital strategy will effectively target people across multiple geographic locations. There are several factors to consider, but for a savvy marketer, it won’t come as too much of a challenge.

What does this mean from a consumer perspective? Well, your goal as a marketer is to get as many eyes on your products and services as possible. You are playing the law of averages, and the more people who get to see your ad, the better.

Having an advertisement on rotation not only attracts new customers but has the ability to convert potential buyers. That in itself is worth the money spent on out-of-home advertising.

Audience Targeting

Have you ever heard of a little thing called Big Data? Big Data is defined as: “a collection of data that is huge in volume, yet growing exponentially with time. It is data with such large size and complexity that none of the traditional data management tools can store it or process it efficiently.”

From a marketer’s perspective, more information on potential buyers is available than ever before. Big Data is an effective tool for creating buyer personas and targeting individuals interested in purchasing your products and services.

Big Data is not lost in the OOH space, and marketers can now use large data sets to hone in on their ideal customer. We live in a world where the guesswork has been removed. Savvy ad buyers can now focus on purchasing out-of-home advertising assets that guarantee a healthy ROI.

There are several ways to make use of Big Data, which include analyzing third-party mobility data and anonymized foot traffic. With this sort-of-creepy-but-pretty-cool tracking, tailor-made ads will find you without even knowing who you are.

This form of geo-targeted advertising is one of OOH’s most notable features. A localized OOH ad unit can influence consumer behavior up until the time of purchase. Think of it as a gentle nudge to do something that you were going to do anyway.

This is a boon for companies operating in niche markets that sell specific products and services to a select audience.

Wide Reach

OOH is celebrated for the fact that it gives full creative expression to the human imagination. Remember, out-of-home advertising is not just about sticking a celebrity’s face on a billboard, enticing you to buy expensive perfume. It’s also more than just a clever marketing gimmick that convinces you to switch to another service provider.

OOH is everywhere. It’s on the packaging your lunchtime treat comes in, on your favorite park bench, and on the buildings you pass. It is with you at every major touch point. All day, every day.

Gone are the days of currying favor with the powers that be to reap the benefits of out-of-home advertising. Enter the age of OOH buying platforms, where you as a marketer are able to track inventory in real-time, check pricing and historical performance, and make your decisions based on low, predetermined rates.

Sounds like a dream come true, right? Now, you are free to focus on reach instead of on how and where to book your ad space.

With all these developments at the marketer’s disposal, catering to a wider audience has become next to effortless. However, the goal is not to “shotgun” the information out there, but to create a tailored experience every single time.

A painstaking process a few short years ago, OOH has been made simpler than ever by technological advancements. We are almost at the point where marketers can operate at the speed of thought. This next step will make reaching intended audiences that much simpler and quicker.

Consumer Engagement

OOH is a significant driver of consumer engagement, which makes it an excellent complement to your existing digital efforts.

Here’s how OOH connects you with new audiences, targets groups, and why people prefer it over other forms of advertising:

While it is not advised to employ the shoot-and-hope-it-sticks strategy, it may be effective based on studies conducted. The very nature of out-of-home advertising allows it to reach 91% of individuals over the age of 16. In this pool, 80% consciously notice the ad and it boasts an engagement rate of 82%.

Compare this to digital ads that have to overcome ad blockers, and the value of OOH becomes even more apparent. The highway billboard model ensures that your ad is practically in the commuter’s face. It is viewed daily, increasing the likelihood that the commuter will become a customer.

Remember, your out-of-home advertising strategy does not have to be a static process and can incorporate clever digital elements. QR codes, for example, make your static poster interactive. This allows you as a marketer to take initiative and engage directly with your target audience.

Consumer Engagement with Smart Technology

Want to take your customer relationship to the next level? Why not use location-based technology like geofencing to attract potential customers in your area through their mobile devices?

In the earlier days of OOH, marketers wondered who their ads reached, despite them being able to reach large audiences. An effective marketing strategy, as we now know, is one that caters to a specific audience. And if that audience has already displayed intent to buy, even better!

Now, it’s not just a matter of buying that space in Times Square, fingers crossed, and hoping for the best. More effective ways exist to now reach your intended audience.

What magical elements allow for this sudden shift? Well, tools like geofencing help determine locational intelligence, and mapping technologies and demographic data also play a crucial role. These processes happen in the blink of an eye and they allow marketers to track real-time audience engagement to optimize campaigns accordingly.

Nevertheless, while the digital realm is fraught with danger, the real world where OOH operates is not. Well, to a certain degree at least. This has fostered the perception that ads seen outside of one’s digital domain have better intentions. What has this meant for marketers?

A Nielsen study recently discovered that companies see four times more engagement with out-of-home advertising than with traditional mediums. Close to half of adults go online to look up a product they’ve encountered in the physical world. With as much as 40% of Facebook users following up on products after seeing an OOH ad.

Still on the fence about OOH?

In addition to considering some of the benefits listed above, consider what it would mean for you and your team. In an age where automation and scheduling tools have taken most of the legwork out of marketing campaigns, don’t you owe it to yourself to give out-of-home advertising a shot?

After all, in a competitive marketing space, OOH creates peace of mind by meeting consumer demand. This in turn increases your bottom line, while effectively helping real people who rent out space for these ads.

July 27, 2022 0 comment

Online Attribution OOH Advertising

Out-of-Home advertising isn’t just a “brand awareness” play

by Amy Boisvert July 11, 2022

written by Amy Boisvert

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.

July 11, 2022 0 comment

Digital Marketing Foot-Traffic Online Attribution OOH Advertising

Why you need omni-channel advertising strategies

by Amy Boisvert June 20, 2022

written by Amy Boisvert

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!

June 20, 2022 0 comment

gig-economy Online Attribution OOH Advertising

How offline marketing supports the economy

by Amy Boisvert June 9, 2022

written by Amy Boisvert

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 income. Wrapify 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.

June 9, 2022 0 comment

Digital Marketing Online Attribution OOH Advertising

Why digital marketers are moving from display ads to OOH

by Amy Boisvert May 25, 2022

written by Amy Boisvert

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.

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.

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

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

Open to talking more about it? Get in touch.

May 25, 2022 0 comment

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