2020 was not the year we all planned on having. Despite a global pandemic and all of the curveballs we experienced as a society, brands found new ways to leverage the power of our platform while we continued to support our gig-working heroes.
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We launched the first nationally scaled static ad topper product on rideshare/gig-delivery vehicles. It opened our platform to brands we would have never been able to serve before. It also provided a great entry point for brands wanting the full suite of attribution, retargeting and impressions tracking that our platform delivers but at a lower price point than our three wrap options.
The early effects of the pandemic were being seen overseas. Wrapify was having its best quarter in the company’s history. Little did we and the entire OOH industry know what was about to take place in our economies around the world.
The U.S. ad industry came to a screeching halt. Ad spend transitioned away from Out-of-Home (OOH) and into digital advertising platforms like Facebook and Programmatic Digital including CTV. The OOH industry got hit hard. Rideshare also saw a dramatic pullback. We got hit hard too and had to let a few valuable team members go.
Instead of throwing in the towel, we got fired up! We adapted and reacted to an emerging new trend — the rapid adoption of app-enabled food and grocery delivery. Many of the 300,000+ drivers on our platform transitioned in part or fully away from rideshare to food and grocery delivery for platforms like DoorDash and Instacart.
Boom!
Wrapify was uniquely positioned to provide brands with street-level media that actually reaches an audience where they live. Where do food and grocery delivery drivers typically drive?
Neighborhoods!
Hyperlocal became the new norm, and Wrapify got brands in neighborhoods via gig drivers with the frequency and recall brands love.
Brands realized siege mentality is a surefire way to fail. Sharp marketers looked at ways to reach an audience while stay-at-home orders were in effect. We also started the development of productizing our patented measurement and attribution features for Transit Media operators by laying the groundwork for Boost.
With nationwide tragedies and outcry taking place, we decided to use our advertising abilities for a cause and to not be silent. We donated a Static+ Rideshare Topper campaign to the NAACP to help fight racial injustice. Soon the message, “SILENCE IS NOT AN OPTION” hit the streets.
While continuing to serve the nation’s largest brands, we launched a brand new version of our Advertiser Dashboard that included updates to data visualization for attribution and retargeting. This was the first time moving OOH inventory could be monitored for impression data, attribution, and retargeting in a dashboard online.
We also surveyed our driver base and uncovered some really interesting trends. What brands do gig-drivers want to advertise with most? Which gig-platforms are they turning to this year?
We announced Boost, a first-of-its-kind measurement solution for Transit Media Operators, and began serving beta clients like AllOver Media!
We made it into the Inc. 5000 for the second year in a row! The 2020 Inc. 5000 achieved an incredible three-year average growth of over 500 percent and a median rate of 165%.
We saw a massive rebound in brands launching campaigns across the country. Several existing brand clients, such as Zoom, DoorDash, T-Mobile, Heineken, 7-Eleven doubled down on the gig-drivers participating with Wrapify.
Adweek ranked Wrapify in its annual Adweek 100: Fastest Growing feature, as we saw a three-year growth of over 250%!
Our operations team took it to the max and leveraged the power of our national network of printers and installers to wrap the most vehicles in a two-week timespan. We moved mountains!
We supported Yes on Prop 22 with our partners at DoorDash to help get this important California state law passed.
Our engineering team doubled in size and made several advancements in our mobile apps to refine the user experience, tracking GPS data, and stability.
BOTS! BOTS! BOTS! We launched the first Bot Advertising solution by leveraging our operational scale and Boost by Wrapify to power measurement, attribution and multi-channel retargeting.
WHAT'S NEXT?
We are as excited as you are about seeing 2020 coming to an end. We are even more excited about entering 2021 with the effects of the pandemic (hopefully) coming to end. Our team is hard at work making the platform better than ever. Stay tuned for BIG updates in Q1 2021!
Happy New Year from the entire Wrapify team!