performance marketing Archives

Marketing Scaries…Oh No!

We have ALL been there, we’ve all had the Sunday scaries. Even if you didn’t know you had them at the time. You later learned what those intense feelings of anxiety that overshadowed your Sunday really were. The marketing scaries are also a thing, and they have similar effects on the brain and your emotions as do the Sunday scaries. So before you reach for another Mimosa, hear us out.

Understanding The Current Ecosystem

First and foremost know YOU ARE NOT ALONE! While, Wrapify isn’t trying to be your therapist, we do have some tips to keep your marketing scaries in check. Like with many things, a little understanding and preparation goes a long way.

Consumer reports have shown that Out-of-home advertising spend is still on the rise. A trend we don’t expect to see decline of any time in the future.

A Birds Eye View

Hyper-local and Contextual Engagement: The ability to target audiences at specific locations with contextual factors like the time of day and current local events is becoming increasingly attractive. This trend enables brands to deliver more relevant and engaging content.

Creativity and Technology: The synergy between creativity and technology is undoubtedly redefining OOH. Since the emergence of AI in the space we are seeing more streamlined and engaging experiences for advertisers and consumers aslike. Not to mention the targeting and retargeting capabilities as well as the use of mobile ad ID’s to increase frequency with your audience. These creative technological advancements are expected to provide new avenues for brands to build brand share and engage with their audiences in more impactful ways.

Programmatic Out-of-Home Growth: Media owners are making more of their inventory available programmatically, a substantial investment in OOH that enables more targeted, data-driven campaigns. The shift towards programmatic is not just a trend but becoming a staple, indicating an expectation of an increase in programmatic transactions and a shift in how digital OOH advertising is approached within the overall media landscape including.

Retail Media’s Ascendance: OOH is now more than ever a pivotal player in the retail media ecosystem. How is it so? It’s the way in which brands are bridging the gap between online and in-store experiences.

You see an ad online and then later on while driving to the store and then again at the store. The frequency of the ad placement during the customer journey speaks for itself. The integration of OOH within retail media networks allows for more targeted marketing strategies, reaching consumers along the way and closer to the point of purchase.

Sustainability as a Priority: The industry is moving towards more sustainable practices. Many with the outlook of go green or go home. We’re noticing a dynamic shift from the demand of classic materials to more environmentally friendly options. This shift reflects growing consumer concerns for environmental responsibility.

Capturing Attention: OOH continues to be a key driver of consumer attention, with significant correlations found between media channels that capture attention and consumer preference for seeing ads. The blend of classic and digital OOH is expected to tap into the renewed interest of people in exploring their environments. Think of all the pictures you see on social media of vehicle advertisements on the road and billboards. It creates an inescapable interaction between your product and the reality of consumers.

Maneuvering The Current Ecosystem

These trends highlight the dynamic and innovative nature of the OOH advertising industry. Technological advancements, changing consumer behaviors, and a broader digital ecosystem are reasons why the biggest brands are continuously adding OOH inventory. Take their lead and launch your OOH campaign. If you’re feeling spontaneous, tag on some digital to complement your OOH. We’ll even help you pair the two seamlessly.

Ask us how!

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.

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