NEW YORK: The link between outdoor media and mobile location data is being taken a step further by a US business using “wrapped” cars and geofencing to enable retargeting.

Startup Wrapify began a couple of years ago by simply paying drivers who were prepared to have their vehicles fully or partially covered in branded vinyl graphics, while offering extra payments to park or drive in certain areas.

It has recently added a data element via a partnership with an OOH analytics company whereby it becomes possible to capture device IDs near wrapped cars within a geofenced area during a specific time period.

This information can then be matched to cookies in order to create online segments of consumers who have potentially seen the wrapped vehicles and who can then be retargeted.

When Zoom Video Communications, a San Jose-based remote-conferencing business, experimented with this tactic it was able to generate 18.5 million OOH impressions in two months within its geofenced zones, Ad Exchanger reported.

And it was subsequently able to deliver retargeted digital display ads across desktop and mobile to almost 120,000 people in its offline exposed audience.

“I believe in frequency, and this is something we can layer right in,” said Janine Pelosi, Zoom’s head of marketing.

Travel tech company Fareportal has also tested the use of wrapped cars and intends to make use of the new Wrapify facility to help its budget airline CheapOair stay top of mind.

“Most consumers need to be nudged repeatedly before they make a decision,” noted said Kathi Moore, VP of branding at Fareportal.

“That’s why retargeting is so important for us. We’re trying to take the ultimate unattributable tactic – branding – and make it attributable.”

OOH has become a particularly interesting channel for innovative brands. In London, Burger King has found success by triggering relevant content on digital panels near its stores depending on the time of day and is looking at how it might in future use feedback on social channels to personalize the content that appears.

Sourced from Ad Exchanger; additional content by WARC staff