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Wrap Industry News

James Heller, CEO, Wrapify

SMARTBRIEF – Nov. 13

The out-of-home advertising industry is buzzing about digital out-of-home. Last year, DOOH accounted for 37.3% of the total global OOH ad spend, according to estimates from WARC. The same report predicts that DOOH will grow 10.1% each year between 2018 and 2021.

But, DOOH isn’t necessarily better, or even more technically advanced than “traditional” OOH. Some static OOH channels are powered by as much, if not more, technology than digital ones. Buyers need to understand the pros and cons of each format and be aware of common misconceptions plaguing the space.

Creative and viewability factors

The chief appeal of OOH is that it is effective — and an alternative, or supplement, to the crowded world of online advertising. This benefit holds whether the creative is digital or static, with both options having pros and cons.

Since digital OOH channels rotate ads from multiple brands on a single digital billboard, publishers can serve more impressions. This is part of the reason publishers are keen to convert static placements to LCD or LED screens: they can sell more advertising. That doesn’t mean that there aren’t any benefits for marketers. Nothing needs to be printed or manually placed, so creative lead times are short. The more advanced DOOH advertisers create dynamic ad experiences, leveraging familiar digital capabilities like weather triggering and dayparting. GlaxoSmithKline (GSK) increased brand awareness for its allergy medicine, Piri, by using digital signage to share real-time pollen counts. Better yet, the campaign only went live when pollen counts passed a certain threshold.

One downside, though, is that DOOH advertisers share physical space with other companies and miss out on impressions. With static OOH, companies have 100% viewability and ownership. Static placements are often easier to read and of higher visual quality than many digital images. You can’t create dynamic creative, but you can still ignite online or offline action with compelling copy and visuals. To create an immersive experience and tell a sequential story, advertisers can purchase a series of static placements that reflect their audience’s travel patterns. For example, to raise awareness and increased app use, a delivery service used posters on New York City subways. In one week, the campaign generated 1.1M earned impressions on social and, ultimately, drove a 10% increase in app use…

READ THE FULL ARTICLE HERE ON SMARTBRIEF.COM

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.

Want to learn more about Wrapify?

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CALIFORNIA, Nov. 12 – Today we are excited to officially announce the hiring of Douglas Cordova to the Wrapify Team as Vice President, Business Development. 

Doug will focus on expanding Wrapify’s presence across the U.S., building brand awareness and recognition with clients and agencies in the OOH space. Based in New York, much of his focus will be on Wrapify’s East Coast presence, while also supporting all business development aspects across the U.S.

With an impressive background in the OOH space over the last decade+, Doug comes to us most recently from EnPlay Media, where he was responsible for developing the go-to-market strategy for new business and sales growth. 

Prior, he was Director of Sales and Business Development at JCDecaux where he oversaw the business development team responsible for new business acquisition, new business development and new business revenue for JCDecaux North America. During his tenure, Doug generated over 17 million in revenue. 

Given Doug’s successful track record of driving exponential revenue growth, we are thrilled to have him with us at 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.

Want to learn more about Wrapify?

Like this read? You may also like:

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Nielsen & OAAA OOH Advertising Report Shows Wrapped Vehicles as a Top Medium in the Segment

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Wrapify continues to lead the digital out-of-home space while staying at the forefront of advertising innovations by elevating ads into measurable and retargetable brand campaigns that boost ROI and earn the highest recall from the most relevant targets.

SAN DIEGO, Sept. 17 — We’re pleased to announce a new partnership with The Trade Desk —  the fastest-growing demand-side platform offering agencies, aggregators, and their advertisers’ best-in-class technology — that augments our platform offering. With Wrapify’s newest iteration of its Physical Retargeting feature, clients can now measure and attribute any out-of-home advertising across Mobile, Display, Connected TV, Native, and Audio Streaming Services.  

Wrapify launched its Attribution Suite in 2018 which included the Physical Retargeting feature, however, it was mostly limited to the Google Display Network for mobile and display advertising to the audience exposed to Wrapify’s high-recall OOH vehicles. Now with the Trade Desk, campaigns are turbocharged with the number of ad types on which a brand can be seen or heard. 

Starting with an OOH ad such as Wrapify’s wrapped vehicles, campaigns are able to capture and expose the mobile devices that they come into contact with. To maximize reach and frequency, Wrapify’s Attribution platform, powered by The Trade Desk, the Physical Retargeting feature provides the ability to retarget those same users offline on all of their other associated devices as well. These other devices can be targeted using Display, Mobile, Native, Connected TV, and Audio Streaming Services. 

With brand advertisers seeing diminishing results from digital advertising alone, there’s a huge need to target customers in a way that makes an impression and drives engagement. Out-of-home advertising does just this. Data giant, Nielsen recently cited that wrapped advertisements on vehicles is the second-most noticed form of outdoor advertising,

The Nielsen study also found that 90% of U.S. residents age 16 or older have noticed out of home advertising format in the past month. So OOH ads are being noticed! And of that 90%, 81% of people who notice the OOH ad engaged with the messaging in some capacity. 

Among many successful use cases, Fortune 500 brands are now measuring the exact impressions, online or in-app actions, foot-traffic and more from their out-of-home ads. Measuring out-of-home has never been done like this until now.

Like this read? You may also like:

Claritas Unveils New Conversion Tracker that Allows Marketers to Measure Campaign Results – With Wrapify

Nielsen & OAAA OOH Advertising Report Shows Wrapped Vehicles as a Top Medium in the Segment

Want to learn more about Wrapify?

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Fortune 500 companies use Wrapify to reach target audiences and deliver measurable, actionable analytics, proving out-of-home campaign effectiveness

SAN DIEGO, Aug. 21, 2019 (GLOBE NEWSWIRE) — Wrapify, the performance-driven ad tech platform for brands powered by OOH and the gig-economy, today shared the early success of the company’s Attribution Suite, which launched in Q1 2018. A first-of-its-kind, the multi-channel ad-technology allows brands to capture, retarget, measure and scale out-of-home (OOH) advertising in order to digitally measure and attribute campaign efficacy and success.

According to eMarketer, OOH advertising is expected to grow faster than most other traditional ad mediums in 2019. As OOH continues to experience rapid growth, Wrapify works with brands to hyper-target locations and demographics via wrapped rideshare vehicles and provide OOH measurement by powerfully retargeting ads to continue reaching a captured audience on digital mediums.

Attribution Suite user, Alaska Airlines, integrated the platform into its media mix, capitalizing on the intersection of OOH and digital to promote specific flight routes and cities. As a result, the company saw significant campaign results including a 20 percent increase in online conversion rates, more than 41 million total OOH impressions and a lift in reach and frequency of the overall OOH and digital advertising in-market.

Natalie Bowman, Alaska Airlines managing director of marketing and advertising had this to say:

“Wrapify was a great way for us to get unique OOH coverage while also providing the benefits of digital attribution.”

Read the full article from Yahoo Finance:

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AdExchanger, August 21, 2019 – Major League Baseball team the San Diego Padres is calling out-of-home advertising up to bat.

In the past, the Padres generally avoided OOH advertising, because the team doesn’t have an awareness problem in its local market, said SVP and CMO Wayne Partello.

Although the Padres do buy local radio and TV to drive conversions among more casual fans, over the last few years it’s shifted most of its attention to lower-funnel tactics, primarily digital.

But Partello loves to experiment, and this year he carved out a bit of budget to test Wrapify, a San Diego-based startup that pays drivers to sheathe their cars in branded vinyl graphics and drive around specific locations.

Partello was wooed in large part by Wrapify’s ability to tie ad exposure to stadium footfall, a perennial challenge for ticket sellers. For example, it’s common practice for one person to buy multiple tickets for a group of friends or family, which is great for filling seats, but less useful from a marketing standpoint, he said.

“We have people coming to games and having a great time, but no way to go back to track how they got there,” Partello said. “Being able to know who comes in contact with our advertising and whether they actually enter the ballpark is huge for us.”

Read the full article from AdExchanger:

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NEW YORK, August 14, 2019Inc. magazine today announced that Wrapify, the performance-driven ad tech platform for brands powered by OOH and the gig-economy, was ranked in the top 500 as No. 309 on its annual Inc. 500 list, the most prestigious ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. 


By combining its powerful performance-driven out-of-home (OOH) and omnichannel ad tech platform with the gig economy, Wrapify empowers Fortune 500 brands like AT&T, Coca-Cola, and Salesforce to reach tailored audiences in an omnichannel environment where traditional media cannot via wrapped vehicles. 


Via its Attribution Suite and Physical Retargeting, Wrapify bridges the gap between online and offline advertising all while serving brands with measurable, actionable analytics to help target and scale ad campaigns. Recently, Alaska Airlines partnered with Wrapify for specific flight and city promotion efforts and increased online conversion rates by 20% as a result.

inc 500 companies fastest growing private companies 2019 wrapify
The Wrapify Team, Southern California

 

Inc. 5000 also honored Wrapify as #28 in Top Advertising & Marketing Companies and #8 in Top Companies in San Diego.



“It’s an incredibly exciting accomplishment for Wrapify to have earned a spot amongst the top 500 companies on this year’s Inc. 5000 list for innovation and growth in OOH advertising, attribution and media measurement,” said James Heller, CEO of Wrapify. “Measuring OOH advertising in 2019 is no longer an impossible task. Our platform makes OOH more transparent and easier to measure, and our first-of-its-kind technology is officially recognized for its strength in showing attribution and helping some of the world’s top brands reach their goals. We are honored to receive this valuable recognition and believe it is a great sign of the proven and future successes of moving OOH advertising efforts. We look forward to continue contributing to the growth of place-based and OOH advertising in an omnichannel world.”


Not only have the companies on the 2019 Inc. 5000 been very competitive within their markets, but the list as a whole shows staggering growth compared with prior lists. The 2019 Inc. 5000 achieved an astounding three-year average growth of 454 percent, and a median rate of 157 percent. The Inc. 5000’s aggregate revenue was $237.7 billion in 2018, accounting for 1,216,308 jobs over the past three years.


“The companies on this year’s Inc. 5000 have followed so many different paths to success,” says Inc. editor in chief James Ledbetter. “There’s no single course you can follow or investment you can take that will guarantee this kind of spectacular growth. But what they have in common is persistence and seizing opportunities.”


The annual Inc. 5000 event honoring the companies on the list will be held October 10 to 12, 2019, at the JW Marriott Desert Ridge Resort and Spa in Phoenix, Arizona. As always, speakers include some of the greatest innovators and business leaders of our generation.


Inc. 5000 Methodology



The 2019 Inc. 5000 is ranked according to percentage revenue growth when comparing 2015 and 2018. To qualify, companies must have been founded and generating revenue by March 31, 2015. They had to be U.S.-based, privately held, for profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2018. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2015 is $100,000; the minimum for 2018 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.’s September issue, available on newsstands August 20. They represent the top tier of the Inc. 5000, which can be found at http://www.inc.com/inc5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria.

Learn more about how Wrapify can connect your out-of-home advertising to digital attribution:



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