What’s Next in OOH Attribution and Measurement? Wrapify Launches Boost

Wrapify introduces Boost Platform to help brands measure and visualize OOH ROI

Wrapify, an OOH Adtech platform, announced last week the introduction of its Boost Platform – a one-of-a-kind product for the transit media space that turns a moving out-of-home (OOH) ad placement into digital and physical retargeting with full attribution and measurement.

Boost addresses the historical pain point of transit OOH attribution by combining offline-to-online advertising for transit OOH operators and fleet operators, who can easily access the attribution, and retargeting data in a dashboard online.

Also read: How Programmatic OOH Will Finally Take Center Stage in a Post-COVID World

Boost allows brands to connect their fleet’s location data, create targeted audiences, extend the reach of their OOH ad placement, and measure performance against custom conversion goals. Brands can also access attribution reporting from OOH exposure as well as retarging reporting, OOH media measurement and data visualization.

Enabling branded vehicles with Wrapify’s Boost Platform can turbocharge existing branded fleet inventory of trucks, vans and corporate vehicles with multi-channel ‘Physical Retargeting’ and attribution.

“This powerful gravitas is unique to OOH, yet it’s no longer enough on its own. The industry must endeavor to prove itself with science,” says James Heller, CEO and co-founder of Wrapify. “Luckily, the work we’ve done over the past five years on our own OOH platform created the opportunity to inform smarter attribution, retargeting and tracking for ROI for the rest of the industry. This is a game-changer for Wrapify and the transit OOH segment at large.”

Transforming OOH Attribution in 2020

Amid resurgence in OOH investments and new digital technologies, attribution still remains a key challenge for the channel. Brands are often clueless about just how many people actually saw an ad and what, if any, impact it had on the viewer.

Also read: What is Digital Out-Of-Home (DOOH) Advertising? Definition, Advantages, Programmatic Approach, Trends and Examples

As marketing budgets come under pressure amid depressed consumer demand and health and safety concerns, measurement is imperative for OOH advertising success. “Helping media strategists visualize campaign performance data in real time is fundamental to informed decision making,” explainsOpens a new window Kasper Koczab, OOH industry veteran. “With these new dashboard features, Wrapify is leading the way among OOH providers by giving brands the insights they need to make the most of their media investments.”

Wrapify’s transit OOH capabilities will make OOH investment rationalizations easy for marketing leaders. After all, measuring and attributing OOH exposure should be as easy as measuring display or search.

Also read: 9 Essential Tips to Optimize Connected TV Advertising Spends

With brands exploring new ways to better understand audiences and foot traffic, we could expect to see more OOH vendors work to develop their own measurement offering. Whether it’s tracking footfall into specific locations based on opt-in anonymized data or mobile retargeting, behavioral marketing will be key.

As people get back to work and stay-at-home rules are relaxed, it will be interesting to see how the OOH industry reacts to shifting customer behaviors and leverages technological innovations to promote resurgence in demand.