INRIX

Wrapify Is Taking A Bite Out Of OOH By Turning Cars Into Moving Billboards

GhostBed, a mattress brand by Nature’s Sleep, is using Wrapify’s vehicle-wrap ads to create moving billboards as part of its digital-to-OOH strategy. The Wrapify platform expanded with an Android app, increasing its driver pool by about 10,000 to over 35,000 drivers across 27 US cities including Boston, Los Angeles, and New York. Impressions are measured by matching driver location with anonymized data from INRIX, and movements are tracked via a Bluetooth device in the car. Brands access real-time analytics through a dashboard, while Wrapify’s “swarm” feature activates on-demand drive-time campaigns around events. GhostBed notes most spend comes from reallocated traditional OOH (~70%), and plans to spend over $1 million on Wrapify by year-end. The approach aims to bridge digital and OOH, focusing on top-of-funnel awareness with hundreds of millions of impressions per month and a multi-month gestation before sales results materialize. Mattresses constitute roughly a $15B/year US market with competitive dynamics in bed-in-a-box.