Alaska Airlines chose to work with Wrapify, using both out-of-home (OOH) and digital advertising and attribution, to promote specific flight routes and cities. After a campaign that ran from September to November of last year, the company saw a 20% increase in online conversion rates and more than 41 million total OOH impressions, as well as a lift in reach and frequency of their overall OOH and digital advertising in-market.
Wrapify is a performance-driven ad tech platform for brands powered by OOH and the gig economy. For brands, they provide OOH advertising in the form of wrapped vehicles — which Nielsen identified as the “most noticed” category of OOH ads.
For drivers (typically those already working for rideshare platforms like Uber and Lyft), they provide a way to augment earnings for miles they already spend on the road. According to Wrapify’s website, drivers can make anywhere from about $200 to $450 extra per month depending on miles driven and amount of coverage on the vehicle.
They’ve also worked with companies like Cisco and Zoom to drive online traffic and bookings.
What makes the Wrapify Attribution Suite stand out?
Wrapify’s Attribution Suite launched in Q1 of 2018. It allows companies to better capture, retarget, measure, and scale OOH advertising.
According to James Heller, CEO of Wrapify:
“Using an “Exposed Vs. Control” methodology, this is the first of its kind innovative ad-technology for things that move in the OOH space. In addition to our attribution capabilities, Wrapify patented the measurement of a moving out-of-home placement.
Marketers want and need to be able to measure and attribute the ROI for all of the advertising they buy. Traditionally with OOH, it’s not possible to measure or attribute spending with goals.
With the Wrapify Attribution Suite, advertisers not only have the ability to measure OOH metrics and goals, but they can retarget their captured market on digital mediums and continue to reach and advertise to them.”
Wrapify helps brands bridge the gap between traditional OOH and digital by allowing them to measure and attribute:
- exact impressions
- online or in-app actions, and
- foot traffic
And traditionally, it’s been very difficult to connect and track across those three types of actions.
“”There’s no other product on the market that provides advertisers with the tools to not only advertise on a moving out-of-home placement, but to measure its impact,” says James.
This is an example of what the Wrapify dashboard might look like for a customer:
How does Wrapify’s OOH attribution work to connect foot traffic with online conversions?
According to James:
“Wrapify leverages a combination of its mobile app, Bluetooth beacon technology, and the location data of its contracted drivers to aggregate deterministic mobile ad IDs that were present within 50 feet of each wrapped vehicle as they move across a given road segment.
As Wrapify picks up these Mobile Ad IDs and adds them to the ‘exposed audience’, we simultaneously generate a “Control” of Mobile Ad IDs that never were within 50 feet but were still present within the market geofence.
We use this “Exposed Vs. Control” methodology to measure pixels firing on a website for online conversion and visitation measurement as well as postback from in-app conversions.
We also aggregate audience data from in-store visitations and compare it with our exposed and control audiences to measure foot-traffic into a retail store environment or venue.”
Alaska Airlines’ campaign with Wrapify
Alaska Airlines integrated the Wrapify Attribution Suite into its media mix to promote specific flight routes and cities. Specifically, they ran a campaign from September 2018 to November 2018.
The result? They reported:
- a 20% increase in online conversion rates
- more than 41 million total OOH impressions, and
- a lift in reach and frequency of the overall OOH and digital advertising in-market.
Have you run a similar campaign with Wrapify or another OOH advertising and attribution platform? We’d love to hear about it! You can find out how to submit a story here.