‘Advocate OOH’ company Wrappr launches campaign measurement tool with Nielsen
Out-of-home (OOH) provider Wrappr has launched a campaign measurement and attribution technology, LIFT, powered an opt-in mobile location database in partnership with Nielsen.
LIFT allows brands to track key metrics (such as foot traffic, awareness, consideration and purchase intent) among exposed audiences and unexposed control audiences, allowing companies to further fine-tune their ad spends.
This means the platform is able to determine de-identified smartphones around Wrappr’s vehicles, and compare them with smartphones in the same area, but are not exposed to the vehicles.
This process is facilitated by a mobile data partnership with Nielsen; in turn, it will provide insights into the comparison between who have and have not seen Wrappr’s advertising.
Launched in 2017, Wrappr is an outdoor advertising platform that promote brands in target geographic markets via branded, wrapped vehicles.
The company identified itself as working in the ‘Advocate OOH’ category, where a database of screened and surveyed advocates (drivers) are connected with brands who wish to advertise in specific locations.
Wrappr’s current partners include Woolworths, Dan Murphy’s, eBay and Jimmy Brings.
Liam and Jonte Shaw, founders of Wrappr
Co-founder and co-CEO of Wrappr, Liam Shaw, said: “Advocate OOH offers marketers a rare opportunity to cut through the noise by being unique and allowing the medium to communicate their message. Today, this sort of powerful advertising format can’t be underestimated as people are increasingly on the move in outdoor settings.”
Commenting on the impact of LIFT, Shaw said: “This means brands can realise the true impact of their campaigns, from awareness to purchase, an invaluable asset as marketers need to increasingly justify their adspend. As proven ROI often dictates future campaigns, the ability to measure the success of the channels they choose in order to upweight the good, and down-weight (or eliminate) the bad, is particularly vital.”
Director media analytics and consumer research at Nielsen, Shruthi Babu, said: “While the pandemic was a major setback for brands’ adspend, OOH advertising has entered a strong recovery stage, meaning brands are now in a prime position to start or continue thinking about investment and growth strategies in this key advertising category.”
“Brands need to be smart in this post-lockdown transition and consider what is working, what is not working, and what promising advertising channels have been overlooked – using data as their guide.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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