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Four OOH market strategies that work

by Amy Boisvert May 12, 2022
written by Amy Boisvert

The goal for any agency is to make a big impression for their clients. But this is becoming more difficult with increased competition, limited ad inventory, and growing campaign requests. That’s why you need new, innovative OOH market strategies to win against these challenges. Based on the mission you have, here are four market strategies that work (and the specific brand campaigns to back them up!)

Mission: Overcome limited OOH inventory

We’ve all been there. Your client wants to advertise in a market with limited OOH inventory. With the ever-growing gig economy, our driver-base can deploy OOH advertising virtually anywhere. We’ve helped build target audiences in places with limited or scarcely available media like Austin, Raleigh, and even College Station. 

Limited Media OOH Market Strategies

For recovery footwear brand OOFOS, they knew WHERE to target high-performance athletes (Ironman), but they weren’t sure HOW. The location of the Ironman North American Champion Race was in St. George, UT. With limited media options available, Wrapify helped them overcome these challenges. Just last weekend, they launched a successful advertising campaign that targeted the right audience at the right time. 

Mission: Increase footfall and product sales

Retailers, CPG, and alcohol brands often want to target distributor zones and key zip codes to drive foot traffic and product sales. These lofty goals can be difficult to achieve and even more to measure. That’s where the gig economy and performance-driven ad tech can step in. 

For example, TaylorMade aimed to measure sales for its new TP5 golf ball. One of their strategies was to drive wrapped cars around Dick’s Sporting Goods stores in DMAs like Atlanta. The result? A 102% lift in visits made to their TP5 product page.

Product Sales OOH Market Strategies
Product Sales OOH Market Strategies

Mission: Reach target market segments

Donut Effect OOH Market Strategies
Donut Effect OOH Market Strategies with Amazon in Seattle DMA

COVID-19 completely changed America’s major metropolitan areas. With less populated city-centers and more people working from home, the “donut effect” transformed the suburbs into the new hotspot for target buyers. Wrapify compliments core media and gets brands into the suburbs of top markets – where people are spending more time than ever.

When Amazon wanted to drive recruitment in their top 20+ markets, Wrapify created hot zones based on the “donut effect” philosophy. Then, drivers were sent to the city center AND the suburbs of the key markets. This ensured the widest possible audience for the campaign.

“Wrapify has allowed Amazon to reach pockets of key markets that our traditional OOH buys weren’t reaching. It’s been a great addition to our traditional media mix and we’ve been impressed with their ability to track performance with foot traffic attribution data.”

Sandra F., Senior Media Manager, Amazon

Mission: Dominate the market

For larger media campaigns that need a nationwide reach, you need a “surround sound” campaign. This means flooding key markets with your client’s advertising. Wrapify’s campaigns can be amplified in multiple markets at once, penetrating downtown areas as well as suburbs and local neighborhoods.

For sports-betting platform Caesars Sportsbook, they were able to reach markets from NYC to Ann Arbor. Their Wrapify SWARM campaign included super-sized, fully-wrapped ride-share vehicles. They drove around key sporting events, providing the wide audience reach they were looking for. 

Market Domination OOH Marketing Strategies
Market Domination OOH Marketing Strategies

In conclusion, advertising within the gig economy, ride-share advertising, car advertising, ads on cars, or vehicle wrap advertising (whatever you want to call it) …  is not just a one-trick-pony. As many brands have experienced, this high-recall OOH medium has been the key to brand building AND measuring performance. To see which OOH market strategies would work for you, contact us for a personalized strategy session.  

May 12, 2022 0 comment
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Press Release: Wrapify Launches Static+™ Rideshare Topper to Offer Brands Targeted and Scalable OOH Advertising

by James Heller January 8, 2020
written by James Heller

San Diego, CA — January 8, 2020

Wrapify, the performance-driven ad tech platform for brands powered by OOH and the gig economy, today announced the launch of the Static+™ Rideshare Topper for targeted advertising campaigns. The Static+™ Rideshare Topper is a proprietary product and nationally-scalable medium that utilizes Wrapify’s unique Attribution Suite and Physical Retargeting capabilities, allowing brands to place advertisements on top of the modern-day taxi, including Uber and Lyft rideshare vehicles.

“Taxi top advertising in New York is a $30 million industry, and in the last few years, many companies have failed to enter the market to replicate this success,” said James Heller, CEO and co-founder of Wrapify. “Now, with our Static+™ Rideshare Topper, we are paving the way for more organizations to capitalize on this effective form of advertising. Over the last five years, we’ve built a strong operational network that has allowed us to construct this smart product at scale, allowing access for more organizations to utilize this effective form of advertising. As the largest rideshare specific platform, we’ve designed the Static+™ Rideshare Topper to not only serve brands, agencies and publishers, but to also create a new opportunity for rideshare drivers to monetize their time on the road by earning money for miles they are already driving each day.”

Wrapify’s Static+
™ Rideshare Topper

Contributing to the consistent growth of the out-of-home (OOH) industry, brands have successfully leveraged Wrapify’s technology to physically retarget audiences and attribute OOH spend through online conversions, in-app activity and actual foot-traffic. According to Nielsen’s 2019 OOH Advertising Study, transit advertising is one of the most noticeable OOH advertising mediums. As rideshare advertising continues to manifest into a highly utilized and effective segment of OOH advertising, brands, agencies and publishers can now leverage Wrapify’s Static+™ Rideshare Topper at a price point feasible for campaign deployment at a national level. 

“This is a logical evolution of an age-old media product,” said Kathi Moore, vice president, branding and communications at CheapOair. “Wrapify’s attribution and retargeting features, paired with the ability to scale this on rideshare vehicles nationwide makes this a huge win for travel brands like CheapOair.”

“Taxi-top advertising is a core line item in many brand’s OOH media plans, especially in top DMAs. This is a technological leap in measurement and attribution and an obvious iteration of the format,” said Brian Rappaport CEO at QUAN Media Group.

Wrapify has a nationwide network of verified drivers using the app and certified installers supporting brand campaigns. With the growing number of credible rideshare drivers in the gig-economy, and advertising opportunities, as a result, Wrapify is one of the first to capitalize on this expanding segment in the market with the Static+™ Rideshare Topper, rendering their Attribution Suite and retargeting offerings available to pair with it. 

Interested in Static+ Rideshare Topper Pricing and Details Now?

STATIC+ RIDESHARE TOPPER

Read this featured in OOH Today: OOH TODAY

To read the full release, head here to the wire: Full Press Release

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

About 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.

Brands including AT&T, Coca-Cola and Salesforce reach and engage audiences that interact with Wrapified vehicles across channels and devices, driving awareness, attribution and conversion. Wrapify enables brands to target and scale ad campaigns nationwide, across screens and channels, as well as access to data in real-time to measure performance.

250,000+ drivers in the US use the Wrapify app to earn extra income simply by driving. Founded in 2015 and recently named #309 on the 2019 Inc. 500, Wrapify is headquartered in San Diego, CA. Learn more at wrapify.com.

Media Contact
Alexis Roberts
Blast PR
alexis@blastpr.com
805-886-8511

Marketing/Sales Contact
Jenny Gensch
Wrapify
jgensch@wrapify.com

January 8, 2020 0 comment
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Wrapify Named to 2019 Inc. 500’s list of America’s Fastest-Growing Private Companies

by James Heller August 13, 2019
written by James Heller

NEW YORK, August 14, 2019 – Inc. 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:

LEARN MORE



August 13, 2019 0 comment
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Press Release: Claritas Unveils New Conversion Tracker that Allows Marketers to Measure Campaign Results – With Wrapify

by James Heller July 19, 2019
written by James Heller

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:

LEARN MORE



July 19, 2019 0 comment
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Ad Industry NewsPodcastTechWrap Industry News

Episode 6: Measuring Success in an Omnichannel World (Claritas Podcast: Why Behind The Buy)

by James Heller July 17, 2019
written by James Heller

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:

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

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

LEARN MORE



July 17, 2019 0 comment
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Nielsen & OAAA OOH Advertising Report Shows Wrapped Vehicles as a Top Medium in the Segment

by James Heller July 2, 2019
written by James Heller

SUMMARY

In the latest works by OAAA (Outdoor Advertising Association of America) and Nielsen, a ground-breaking report for Out-Of-Home Advertising is now available. OAAA and Nielsen are both respected authorities in the OOH industry and the advertising industry as a whole.

We’re excited that, for the first time (to our knowledge), “Wrapped Vehicles” have been recognized as a segment within the OOH in an industry report.

In addition to being highlighted as the most noticed moving OOH format, “Wrapped Vehicles” were the second most noticed form of outdoor advertising overall. It’s no surprise based on these findings that,

GET FULL REPORT



“64% of U.S. residents at ages of 16 or older noticed a wrapped vehicle in the past month, and 44% in the past week.”*

We knew recall was high for the OOH component of what Wrapify delivers as a platform, but seeing it lead the pack for moving OOH placements that move AND be runner up to one of the most established segments within outdoor advertising is awesome!

Now combine that recall with our retargeting, measurement and attribution features and see why some of the brands and agencies LOVE Wrapify.

   

Learn More at wrapify.com/brands

   

Also check out our fresh 2019 media kit!

   
Wrapify Media Kit



July 2, 2019 2 comments
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Change is the only constant. We're ready to face the changes and challenges ahead when trying to reach and appeal… https://t.co/oWwTQER8Nl

27-Jan-2023

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Who else sits in traffic thinking of all the places they'd rather be? 💭 💯🙋✈️ @VisitGlendaleAZ hits the road runni… https://t.co/YQELbtMaBa

23-Jan-2023

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Combining #offline and #online advertising is a total #POWER #MOVE. With an #omnichannel strategy... ↗️Gain and ke… https://t.co/BQ62ozehre

20-Jan-2023

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No matter how we angle it @Wrapify can #elevate your #advertising plans.↗️ How do we do it? ▶️#Understanding You… https://t.co/a4sDN8MXWS

17-Jan-2023

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When we say "let's get your ad in front of an audience," this is LITERALLY what we mean! 💯 This campaign was plann… https://t.co/hzhPUuelGV

12-Jan-2023

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