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Case StudiesOOH Advertising

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

by Amy Boisvert October 31, 2022
written by Amy Boisvert
socal ooh takeover

INTRO

Ballast Point, a craft brewery based in San Diego, aimed to run a summer campaign with the goal of driving more foot traffic into the several Ballast Point tasting rooms in Los Angeles, Orange County, and San Diego.

 

Prefer to see this case study in PDF form?

See Case Study

GOALS

Ballast Point’s agency, CUENTO Marketing, wanted to use a unique form of transit media to target its key demographic. They identified key events such as baseball games at Petco Park, Dodgers Stadium, and the Rose Bowl, as well as high-traffic areas such as public beaches and key neighborhoods, and utilized Wrapify SWARMs to get in the right place, at the right time.

Overall, Ballast Point wanted to:

  • Drive measurable foot traffic into tap room locations
  • Hyper-target key events and neighborhoods where out-of-home inventory is not available
  • Advertise the brewery’s iconic Sculpin brand alongside a new summer variety, Watermelon Dorado

METHODOLOGY

Over 100 vehicles, driven by rideshare and delivery drivers, were wrapped and deployed by Wrapify. Wrapify works with Reveal Mobile to create the exposed audience and impression measurements of the vehicles while they’re on the road. They follow the OAAA’s “DMOOH Exposure Methodology Standardization Guidelines and Best Practices“, which was created in partnership with Wrapify and Reveal Mobile. This audience was compared with a control group to determine the net lift.

BENEFITS & RESULTS

Amongst the many benefits a brand will always have from campaigns like this one, here are all of the impressive numbers that helped them reach their goals:

 

200%   Lift in Foot-Traffic to Long Beach Location

   

900%   Lift in Foot-traffic to Little Italy Location

     

2,500%   Lift in Foot-Traffic to Anaheim Location

     

276M   Impressions in the Geo-fenced Location

   

Using Wrapify for this campaign gave Ballast Point one of the best Summer visitation rates on record. The brand is now in the driving seat, accompanied by a vast amount of data in the Wrapify Dashboard about their exposed and captured audience which will help influence future successful marketing efforts.

   

Learn More at wrapify.com/brands

   

Also check out our 2022 media kit!

 
Wrapify Media Kit



October 31, 2022 0 comment
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E-bookOOH Advertising

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

by Amy Boisvert September 21, 2022
written by Amy Boisvert
ebook ooh advertising

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

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

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

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

Download the e-book

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

September 21, 2022 0 comment
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gig-economyOnline AttributionOOH 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
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Digital MarketingOnline AttributionOOH Advertising

Why digital marketers are moving from display ads to OOH

by Amy Boisvert May 25, 2022
written by Amy Boisvert
digital marketers

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. 

OAAA/Comscore Consumer Study, May 2022

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.

Wrapify Attribution Suite

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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Ad Industry NewsPress ReleaseProduct

Press Release: Wrapify Releases First of its Kind OOH Measurement and Attribution Dashboard

by James Heller July 14, 2020
written by James Heller

Latest version of Wrapify’s OOH Attribution Suite Turbocharges OOH Brand Campaigns

San Diego, CA — July 14th, 2020 — Wrapify, the performance-driven ad tech platform for brands powered by out-of-home (OOH) and the gig economy, today announced its newest update to its online dashboard, providing real-time access to its attribution and retargeting data for a moving OOH ad placement. 

Wrapify's updated online OOH attribution dashboard
Preview of Wrapify’s Cutting Edge OOH Attribution Dashboard
(See below for demo video)

“It is really exciting to see attribution technology persist across the OOH ecosystem,” said Udi Ledergor, CMO at Gong. “It helps demonstrate the value and ROI of OOH, which has always been a big challenge for marketers. It also helps bridge the gap between offline and online marketing, which we’ve all been trying to do for the better part of a decade.”

With the recent pandemic and recession in 2020, brands are looking for unique ways to hyper-target their ideal markets, not just out on the streets, but in targeted neighborhoods and homes as well. As brands have increasingly been returning to advertising outside of the home more than ever, Wrapify’s latest advertiser dashboard allows them to measure this medium digitally for effective monitoring and scaling. 

“Helping media strategists visualize campaign performance data in real-time is fundamental to informed decision making,” explains Kasper Koczab, OOH industry veteran. “With these new dashboard features, Wrapify is leading the way among OOH providers by giving brands the insights they need to make the most of their media investments.” 

Wrapify continues to innovate its digital OOH offering for brands and agencies with improved data visualization, retargeting, and OOH attribution metrics that are accessible online — a first-of-its-kind for a moving OOH placement. In addition to the updated and streamlined performance, Wrapify’s brand partners now have access to a multitude of new capabilities including Attribution Reporting from OOH Exposure, Retargeted Reporting, OOH Media Measurement and Data Visualization, and SWARM — Wrapify’s day-of-event route mapping and proof of performance photo access. 

Demo of Wrapify’s Updated Attribution Suite & Dashboard for Brands and Agencies

“The key to selling ads to brands is proof it works,” said Wrapify co-founder and CEO James Heller.  “Measuring and attributing OOH exposure should be as easy as measuring display or search. Our platform enables brands and agencies to measure campaigns by setting goals for online conversions, driving foot-traffic, or in-app activity. With our newest Dashboard updates to the platform, customizing your brand’s ROI for OOH is now possible.”

For more information on Wrapify Advertiser Dashboard 2.0, please visit https://www.wrapify.com/. 

To read the full release, please visit http://www.globenewswire.com/news-release/2020/07/14/2062113/0/en/Wrapify-Releases-First-of-Its-Kind-OOH-Measurement-and-Attribution-Dashboard.html

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 Zoom 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. 

280,000+ drivers in the US use the Wrapify App to earn extra income simply by driving. Founded in 2015, Wrapify is headquartered in San Diego, CA. Learn more at wrapify.com.

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

Wrapify Contact
Jenny Gensch
Marketing Lead
jgensch@wrapify.com

July 14, 2020 1 comment
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Ad Industry NewsPress ReleaseProduct

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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