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Case StudiesOOH Advertising

Case Study: SD Loyal Professional Soccer Club Utilizes Wrapify to Ramp Up Ticket Sales

by Amy Boisvert November 21, 2022
written by Amy Boisvert
sd loyal case study

INTRO

SD Loyal, a professional American Soccer Club founded in 2019 in San Diego, California had the goal of ramping up ticket sales for their 2022 season.

 

Prefer to see this case study in PDF form?

See Case Study

GOOOOOOOOOOAAAAAALS

Overall, SD Loyal aimed to:

  • Increase ticket sales
  • Target a new, prospective fanbase
  • Showcase the club’s rich San Diegan culture to a new fanbase

   

CAMPAIGN SNAPSHOT

 

To make an even bigger impact, SD Loyal leveraged SWARM. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget!

 

RESULTS

Along with increased brand awareness for the SD Loyal club, the marketing team was also impressed to see positive performance:

   

10%+   net lift in ticket sales from the exposed audience

 

This was a campaign you had to SEE to BELIEVE:

 

Learn More at wrapify.com/brands

 

Also check out our 2022 media kit!

Wrapify Media Kit



November 21, 2022 0 comment
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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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OOH Advertising

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

by Amy Boisvert July 27, 2022
written by Amy Boisvert
out-of-home advertising

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
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Online AttributionOOH 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
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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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