Home » ooh » Page 10
Tag:

ooh

Tech

Wrapify Gets Granular With Demographics

by James Heller
written by James Heller

New Demographic Targeting Tech Upgrade

Wrapify’s focus on keeping our clients satisfied and our drivers happy has always been the “top story” when we have news to share. Part of creating and maintaining that satisfaction is a robust technology platform that we haven’t historically talked much about.

As we’ve written in this space before, we’re not great believers in the use of tech merely for tech’s sake–remember “Yo!”?–we believe in it as a means to an end.

The old way of setting up a Wrapify campaign required a company account executive or customer to draw a campaign map based on what they thought looked good and where the most people were.

“The new way of doing things is to generate a campaign that matches targeted demographics, utilizing a feature that is available through Wrapify Enterprise Campaigns”, said Jared Morante – Principal Engineer at Wrapify.

Wrapify can now deliver an audience segmented by ethnicity, income, age and gender. Brands can specify within those guidelines who they’re looking to reach and Wrapify can generate–in seconds–a customized map for any of the markets where we operate, which will show exactly what areas to target to best reach the desired demographics.

Wrapify generates these new map demographic overlays using information from one of the industries most respected sources: Esri’s 2016 Tapestry data, which is now integrated throughout the Wrapify platform as part of our partnership with Esri’s Startup Program.

What does this technology mean for brands?

  •  – No guesswork when designing campaign geofences and Hotspot zones
  •  – Provides best value for your investment by directly targeting your audience
  •  – Better vehicle volume (car count) suggestions based on demographically defined campaign geofences

 

Wrapify is a technology-enabled ad platform. We’ve revolutionized an out-of-home advertising format – wrapped cars. But, it’s not just about car wraps. It’s about using and evolving technologies that make wrapping a car in advertising messaging a whole new kind of ballgame through the sharing economy, real-time data and GPS.

If you’re a brand that hasn’t tried Wrapify, there’s no better time than now!

0 comment
0 FacebookTwitterLinkedinEmail
Featured Drivers

Featured Driver: Timothy G.

by James Heller
written by James Heller

We are kicking off “Featured Driver Friday” with NYC driver Timothy G:

1) How did you find out about Wrapify? I was browsing Facebook, following links for ways to make extra side cash. I already had two jobs but to be paid while driving to both sounded too good to be true! So I downloaded the app and began driving.

2) Why did you sign up? Since it was a free download, I figured there was nothing to lose. I had done some research and I saw some reviews.What convinced me was that it was a recent start-up, and I saw an article on TechCrunch. It didn’t ask for too much information on signing up either and that put my skepticism at ease.

3) How was the process? Easy hard? The process from the beginning has been easy. Singing up, communicating, vehicle photos, joining a campaign, reviewing the amount of wrap you want for the car, filling out the payroll paperwork, and getting paid! Everything has been smooth and straightforward.

4) What are you going to do with the extra cash? I used the extra cash to start our vlog “On the road with the Gagnays” and as of now, what I earn from Wrapify, funds our adventures! We just brought the “Empire Pass” and look forward to visiting New York’s state parks. We try to teach my two young daughters that there is more outside the city.

5) Would you recommend Wrapify to your friends? I have and continue to. Honestly, anyone who listens, I try to promote Wrapify. People are really curious and I am surprised that there are not more people taking advantage of such an easy way to make extra money.

6) What have your family and/or friends thought about Wrapify? My wife was extremely hesitant and did not really approve but she came around and actually loved the last wrap—my daughters and my wife called it the Barbie car. The kids absolutely love it and my oldest has talked about it in her school.

7) In what region of the country do you live? I live in the Northeast United States of America. NYC to be more specific. Born and raised.

8) What kind of car do you drive? What would be your dream car? I currently have a 2016 Kia Sorento AWD LX. I would love to get the Audi Q7 with Prestige 3.0 TSFI with all the bells and whistles including the amazing sound system.

9) Do you have any hobbies? What do you like doing in your spare time? I dabble in PlayStation Sports games, but mainly I love traveling. Loading up the girls and picking up enough clothes for the weekend and just hitting the road.

0 comment
0 FacebookTwitterLinkedinEmail
Uncategorized

Wrapped Vehicle History: Branded Success

by James Heller
written by James Heller

Wrapify’s platform enables advertising on consumer vehicles nationwide—offering scale, simplify, and efficiency that has never been possible before.

But even before the Wrapify platform existed, challenger brands have used car wraps as a pillar of their advertising strategy to make their brand stand out. It has proven to be eye catching, even—traffic stopping.

Let’s explore:

Geek Squad


When Robert Stephens founded his on-demand tech support company in 1994, he creatively modeled the company after a government enforcement agency. Employees were dubbed “Agents,” himself the “Chief Inspector,” and they all drove their black and white “Geekmobiles” with the company logo on the door. The cars become the foundation of their advertising strategy. The company, acquired by Best Buy in 2002, became such a part of the pop culture that the TV series “Chuck” created its main character as a Nerd Herd employee who worked at a Buy More and drove a Nerd Herd car.

Red Bull


The energy drink’s Austrian co-founder famously constructed a larger-than-life can of red bull and strapped it to a Mini Cooper. Over the years, the brand created hundreds of these customized vehicles. The little car and giant can perfectly played up the brand’s quirky humor and larger-than-life personality. They would appear—almost like guest stars—at sportings events, outside nightclubs, and anywhere their young, male, upwardly mobile audience gathered.  And the vehicles themselves were so admired, collectors starting buying decommissioned ones.

1-800-Junk


Once called the “Starbucks of Trash,” the success of this junk removal business skyrocketed when they began simply wrapping their trucks. The company, which started in Vancouver, Canada, explicitly set out to use their trucks as advertising—thinking of them as billboards and parking them in high-traffic areas when they weren’t in use.

With nothing more than standard brand assets, Wrapify can put your message on the road in the top DMAs across America. No fleets, geeks, or bulls required.

www.wrapify.com/brands

0 comment
0 FacebookTwitterLinkedinEmail
Uncategorized

Wrapify / Avery Dennison Partnership Pays Off…For Brands

by James Heller
written by James Heller

Wrapify is lowering our prices. Not because we have to, but because we can. So we will—up to thirty percent!

Technology has changed and disrupted many things, but not the truth. One core truth of business is if you put your clients first, if you consistently consider their place in every decision you make, your business will succeed.

The recent addition of Wrapify “Hotspots” was one great example of this, and our investment from Avery Dennison is bringing another.

The cash money part of venture capital deals is usually what people find sexiest, and I won’t minimize it because that is certainly important. But another aspect of Wrapify’s recent deal with Avery Dennison, the global manufacturer of adhesive materials, was choosing a partner who was invested not only financially but had the means to help us improve our product at the root level.

Avery Dennison and Wrapify have collaborated to develop an optimal, state-of-the-art vehicle-wrapping technology: a short-term, easy-to-install and remove film for transit out-of-home advertising.

This new wrap film exclusive for Wrapify, dubbed MPI 1902 EZ RS, lowers the cost of getting a Wrapify campaign on the road. We are, of course, passing those savings to our clients.

While I suggest you request our new rate card—I’m not going to go into a deep dive here, don’t worry—it’s worth repeating we’re talking up to a thirty percent reduction for shorter duration campaigns.

In short, better materials and support from a $6BN global company leads to better unit economics for Wrapify, resulting in better pricing for brands.

By the way, this breakthrough didn’t change how we compensate our drivers one bit!

New wrap technology via Avery Dennison was somewhat the stealth part of the VC deal in March, but I was thrilled about it then and I’m just as thrilled now. Wrapify is grateful to Avery Dennison for their passion and commitment to our success, and the evidence will be plainly seen on America’s road.  

0 comment
0 FacebookTwitterLinkedinEmail
Uncategorized

Five Cities Where Wrapify Should Be a No-Brainer

by James Heller
written by James Heller

There are several good reasons Wrapify did our recent deal with the CBS Radio sales team in Washington, D.C. One of the most relevant ones is that the D.C.-region has a reputation in the out-of-home advertising business for historically higher demand for OOH media than the market can provide.

Wrapify fills that gap—and Washington, D.C. is not the only city where the lack of OOH inventory makes our platform even more appealing. I spoke with Wrapify’s VP of Sales, Scott Elliot, an ace in the OOH industry for many years, and he pointed to the following markets as perennial places where demand exceeds supply:

 – Boston – 790,000 commuters daily, one quarter of them taking an hour or more.
 – San Francisco – Roughly half a million commuters, averaging just about a half hour.
 – Miami – Times vary greatly depending on where drivers live, but between 25 and 35 minutes is the norm for the city’s approximately 300,000 commuters.
 – Seattle – 170,000 commuters have the nation’s 10th longest commute time of any Americans, 27 minutes.
 – Washington, D.C. — 470,000 daily commuters have the nation’s 2nd longest commute at 33 minutes.

There’s an interesting interactive page to find average commute times here, if you want to see for yourself.

One thing you’ll notice about these places is that they’re all port cities on the water, which inherently limits the amount of spots you can put a billboard.

Scott also mentioned Denver, Austin and Charlotte, N.C. as cities where there has been a history of tight OOH inventory. Otherwise, in the top 20 DMAs, the marketplace demand for outdoor advertising can usually be satisfied.

But to get back to our list of five…if you think about the lack of billboard, transit and other OOH opportunities in those five cities, combined with their long commute times, making Wrapify part of your outdoor media marketing strategy is a no brainer…

And it’s not just those five cities. Wrapify’s recent Lyft campaign in New York City, which features our Hotspots option, has helped the ride sharing service get major visual impact in densely populated areas like Times Square for far less than the exorbitant prices for a billboard.

More bangs, less bucks, and the chance to be a huge fish in a small aquarium in certain cities tight on OOH inventory. Wrapify will continue to evolve brands’ out-of-home options.

0 comment
1 FacebookTwitterLinkedinEmail
Uncategorized

Wrapify “Hotspots” Debut with Lyft Campaign in New York City

by James Heller
written by James Heller

As anyone who reads this space knows, 2017 is shaping up as another big year for Wrapify. As we move into our third year, we’re building upon our previous success, we’re listening to our drivers and advertisers, and we’re making a priority the things they tell us they want and need.

That’s why we’ve prioritized our latest new Wrapify feature, called “Hotspots.” We just got it rolling and Lyft is the first client to use it in New York City.

“Hotspots” turn up the heat for Wrapify campaign drivers to operate daily within a tight, specified area or part of town. We created the “Hotspots” feature because it solves one of the top needs and requests of our client partners: Getting drivers in heavily congested areas with tons of eyeballs that are, paradoxically, places drivers would avoid.

The New York campaign is Lyft’s second with Wrapify, and it puts 45 cars on the road brandishing the rideshare company’s distinct hot pink branding.

Here’s how Hotspots work: Drivers are granted an additional multiple, which is applied towards what they would normally earn on a per-mile basis. Drivers also get to earn additional miles that would not be an option without Hotspots.  

The sharing economy, ridesharing particularly, has already shown the Hotspots concept works. Ride sharing companies already offer features to incentivize their drivers to pick up riders in high demand areas. Think Lyft Prime Time, only for advertising

Brands don’t pay a penny extra to access to this feature, incidentally. We’re doing it because people asked for it, not because we’re driven to make an obvious extra buck–we hope that comes from earning more clients through a reputation for listening to what people tell us will improve our offering.

The maps below provide a good visual explanation. On the right, you see a Hotspot within Lower Manhattan, while on the left is a map showing the campaign area without Hotspots. The two maps show the difference between recording impressions in the outskirts of Queens and Brooklyn, and making an impact in the area Lyft really wants their brand to be seen: Manhattan.

We are grateful to our clients for telling us what they like about Wrapify and how we can continue to improve. We are the category leader in the advertising segment of the sharing economy, and we intend to hold and solidify that position by listening, strategizing and acting as clients and potential clients tell us what they want.

0 comment
0 FacebookTwitterLinkedinEmail
Newer Posts
Older Posts