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Wrap Industry News

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.

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Claritas Unveils New Conversion Tracker that Allows Marketers to Measure Campaign Results – With 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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Powerful turnkey analytics tool uses control group methodology to isolate and measure conversion rates produced by specific marketing channels, messages or partners

CINCINNATI, Ohio, 2019 (GLOBE NEWSWIRE) —

Claritas, LLC®, a marketing leader that helps companies find and win their best customers, today unveiled a new Conversion Tracker analytics solution that allows marketers to accurately isolate and measure the effectiveness of each channel, message or partner in their campaigns – even when an offline campaign results in online buying or vice versa.


Using this solution, marketers can now measure each specific portion of their marketing campaigns with never-before-available precision, allowing them to optimize their campaigns as they run to maximize their return on investment (ROI).

So, for example, say a company wants to determine whether its television spots were effective in actually getting people to buy. Claritas’ proprietary Conversion Tracker uses control group methodology to isolate and measure the television campaign’s specific conversion rate.

In this case, Claritas first places pixels on a client’s website to measure how many people are converting before the campaign even runs. Next, it creates two identical groups:

  • • An “exposed” group, consisting of those who have been exposed to the campaign, and
  • • A control group, which is made up of people who look exactly like the exposed group but haven’t seen the campaign.

Finally, Claritas compares the conversion rate of the exposed group to the conversion rate of the control group as the campaign runs. The difference between the conversion rate of the exposed group versus the control group is called the lift rate, and it measures the true conversion rate of the campaign.

The most critical part in this process is developing the right control group, which must precisely match the exposed group for the conversion measurement to be valid. That’s where Claritas offers a key advantage to its clients, because it creates these control groups using its Identity Graph – which encompasses a proprietary data set of 95 million households and more than 400 million devices.

The Claritas Identity Graph incorporates customer identifiers such as email addresses and mobile IDs as well as Claritas’ PRIZM Premier segmentation data to create the most comprehensive and detailed demographic, consumer behavior and geography data set on the market today. Available data ranges from what car a consumer drives and their social media preferences to their income range and the specific devices they use to buy. This comprehensive data set allows Claritas to quickly create and adjust a campaign’s control group so that it precisely matches the exposed group.

One of Claritas’ first Conversion Tracker customers was Wrapify, which began offering mobile OOH advertising services to brands back in 2016. Wrapify’s concept was revolutionary in that it allowed companies to easily promote their products and services on hundreds or even thousands of vehicles “wrapped” with a specific advertising message.

When Wrapify launched the service, it soon found that brands were not satisfied with traditional outdoor advertising metrics such as number of impressions. Instead, Wrapify clients wanted data that showed them exactly how effective the wrapped ads were in producing actual conversions.

“Our clients don’t care how many people see their message,” says James Heller, CEO of Wrapify. “They want to know if those advertisements are producing actual sales on a website, in a retail store or via an app.” 

Claritas helped Wrapify integrate a solution that would show companies exactly how effective their on-vehicle ads were in producing conversions. For example, Alaska Airlines – which turned to Wrapify to advertise its flights to Hawaii from the San Francisco area – saw its online booking rates for those specific flights jump nearly 20%. And thanks to the Claritas conversion rate analysis, Alaska Airlines was able to link that conversion rate directly to the Wrapify campaign.

Claritas has already used this methodology to isolate and measure specific campaign channels for clients in a variety of vertical industries, including financial, automotive, telecommunications and retail. For instance, Claritas combined geofencing technology with its Conversion Tracker to measure exactly how many consumers visited a group of automotive dealers after an email campaign – and found that the average ROI per dollar spent was $33.82. 

And when a financial industry client launched a campaign to market a co-branded credit card, it turned to Claritas to measure both online and offline conversions – and used that data to decrease its acquisition costs by 94%. 

Claritas is now rolling out its Conversion Tracker as a turnkey analytics solution that allows any Claritas client to easily measure the effectiveness of any part of their marketing campaign. The solution uses a proprietary methodology that collects and analyses the data needed to conduct the analysis in just days, allowing Claritas to provide campaign lift results very quickly so companies can adjust their campaigns to maximize their ROI.

 “Our Conversion Tracker is a game-changer for marketers because it allows them to measure their offline and online marketing campaigns with more precision than ever before. They can now easily isolate and measure specific portions of their campaigns by partner, channel or message – or using any parameter they choose,” said Claritas CEO Mike Nazzaro. “It’s one more tool in our unique Claritas toolbox, which helps marketers succeed in every step of the customer buying process – from customer identification through campaign delivery and optimization. With this newest analytics tool, Claritas continues to transform how companies measure and maximize their marketing ROI.” 

Claritas:  Transforming the Way Companies Engage their Best Customers

Founded in 1971, Claritas has assembled one of the industry’s most robust identity graphs encompassing a proprietary data set of 95 million U.S. households and reaching more than 400 million devices. The Claritas Identity Graph is just one of Claritas’ leading-edge data and technology tools that allow our clients to identify their best customers, deliver campaigns to those customers when and where they want to be engaged andoptimize those engagements through marketing performance measurement. With powerful data, trusted partnerships, and an expert analytics team, Claritas provides the why behind the buy that is the key to selling smarter and maximizing marketing ROI. 

Claritas is a company focused on growth and has recently transformed its capabilities through acquisitions that turbo-charge our core strengths, including the purchases of Miami-based Geoscape, New York-based Barometric and Foster City, Calif.-based AcquireWeb. More information can be found by visiting www.claritas.com.

Marketers have plenty of ways to assess the value of their marketing campaigns, and multi-touch attribution, or MTA, has traditionally been considered one of the most effective. Making MTA work best requires an identity graph running under the hood, but once you have an effective identity graph, you’ve opened the door to properly measuring the success of your omnichannel marketing. It’s a lot to keep straight, but Host Monique Ruiz takes you through it all with the help of James Heller, CEO of Wrapify, and Claritas identity graph expert Jeff Bickel.

Claritas and Wrapify continue to partner to deliver the first-of-its-kind attribution reporting for out-of-home advertising for brands like Zoom Video Communications, Anheuser-Busch, Mars Wrigley, General Mills, Salesforce, Alaska Airlines and more.

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



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Claritas’ “Why Behind the Buy” Podcast Talks Attribution with Wrapify

Marketers have plenty of ways to assess the value of their marketing campaigns, and multi-touch attribution, or MTA, has traditionally been considered one of the most effective. Making MTA work best requires an identity graph running under the hood, but once you have an effective identity graph, you’ve opened the door to properly measuring the success of your omnichannel marketing. It’s a lot to keep straight, but Host Monique Ruiz takes you through it all with the help of James Heller, CEO of Wrapify, and Claritas identity graph expert Jeff Bickel.

Claritas and Wrapify continue to partner to deliver the first-of-its-kind attribution reporting for out-of-home advertising for brands like Zoom Video Communications, Anheuser-Busch, Mars Wrigley, General Mills, SalesForce, Alaska Airlines and more.

Read more about how Wrapify and Claritas are working together to innovate the attribution for out-of-home advertising:

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



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