BuildingWraps


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Overview:
Building wraps are just what they sound like. They are giant almost billboard-like advertisements that are attached to buildings in order to catch the attention of an audience. There are many building wraps in larger cities such as New York City because of the abundance of skyscrapers that can be used as advertising vehicles for these larger-than-life advertising wraps. Many building wraps don't cover the whole building as it is unnecessary, but they do cover a large portion between one to four sides of a building. Not all building wraps are used to advertise a brand. Some are used in order to cover-up a building site and may advertise what the building will look like once it is unveiled and completed. Well-done building wraps let the consumer glance at the image and instantly know what the ad is about.

Advantages:
There are many advantages for using building wraps as a form of advertisement. The ads are so larger than life and somewhat out of place that it is almost impossible for consumers not to notice them, whether they are interested in the product or brand being advertised or not. Also these wraps cannot be turned off. Like television and internet ads people only see them when they are interested in watching a specific show or finding specific information (or just surfing the net) but a building wrap will be seen when people are on-the-go and with the monstrous sizes they are impossible to ignore which greatly helps with increasing your brand awareness. Also, one may place a building wrap ad close to a store that sells what they are advertising. In this way, consumers see the ad when they are already out and it may entice them or remind them of some shopping they wanted to get done and then purchase the product being advertised. Plus there of course is the old-age saying of "Bigger is Better".

Limitations:
There are unfortunately a few limitations to this great advertising medium. Because building wraps are outside, they are exposed to the elements. Many building wraps are made from durable products that should withstand a lot of weather resistance for a long time, but it doesn't mean they are indestructible or impervious to harsh weather conditions in the long run. Also, if you are advertising in an area such as New York City, there may be many other wraps around your advertisement which can cause for clutter and for your ad to get lost amongst the sea of them that consumers walk past every day. Another disadvantage is that once you have your image picked out, because you are increasing the size so much the resolution must be tweaked as well as different color adjustments. Also, it takes a lot of time to get an image of that size up onto a building. Installations can take up to as many as 6 hours.

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Costs:
Building wraps can be rather expensive, but are well worth it when comparing it to the response they get and revenue they bring in. ABC News did a building wrap of their own Diane Sawyer, and when all was said and done the project had cost them $11,000 (SGIA). The costs of building wraps will depend on what company is making the ad and how much they will charge for printing and other fees. "'These murals are required to last more than 20 years outdoors. Digital printing with paint is unique and exclusive to the Pixation WireJet printer. The cost for paint using the Pixation WireJet is approximately four cents per square foot. Outdoor murals are typically printed on heavy non-woven polyester mesh, which sells for about five cents per square foot. The printed mesh is glued to the building with acrylic gel, and top coated with clear acrylic enamel. These materials add another eight cents per square foot,' Anderson explained" (Amaro). So you see that building wrap advertising can become very expensive but is well worth it.

Reach and Frequency:
Building wraps are a great source of advertising when it comes to reach and frequency. Because the wrap is up all year long and visible 24 hours of the day and seven days a week the advertisement will be able to achieve a very high reach within the first few days of it being posted. Many different people will walk and drive by each day depending on the location of your wrap. Also, as the wrap is visible for longer, your reach will drop but your frequency will rise because of the same consumers walking or driving to work every day and seeing the advertisement everyday. Because of this you would want to make sure that you had an eye-catching ad in order to get their attention from teh clutter of others as well as so the consumer does not get bored or annoyed with the ad.

Scheduling:
Building wraps can enjoy the advantages of a continuous advertising schedule. The wraps are visible on the sides of these buildings year round and are generally not taken down for many years. With this type of scheduling many people will be able to see your wrap over many years to increase awareness, which is just another advantage of building wraps.

Responsiveness:
In making a building wrap there are different things that advertisers hope will happen when a consumer views their advertisement. The advertiser hopes that their ad will create brand awareness with consumers who may not be aware that they exist, or of their new product that exists. Also, advertisers hope that their ad will generate a purchase intent within the consumer that after they see the ad, they feel the need to go buy the product in order to make their life better.

Audience Qualities:
The audience qualities of the consumer will vary. Each ad will be directed towards a different market, therefore building wraps can target almost every demographic as well as psychographic. An Adidas clothing ad could target the 16-23 year old market who would be more likely to buy the clothing because they are very active while a Honda ad may target the 32-53 year-olds who may be in the market for buying a new family-friendly and safe car. Building wraps are very versatile in the audiences that they attract. Everybody will see the ad, but it will only either make sense or matter to specific demographics.

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Advertisers Utilizing Building Wraps:
There are many different brands and advertisers utilizing building wraps to promote their brand and create awareness. A few of them include:
  • T Mobile
  • Samsung
  • Adidas
  • Microsoft
  • Fox 5 news
  • Honda
  • Pepsi
  • And many more...

Additional Examples:





Wallscapes and Building Wraps

http://www.youtube.com/watch?v=fouLuEUUCdw




Sandton City Building Wrap

http://www.youtube.com/watch?v=91t8LpIqXB0




HP Outdoor Advertising/Building Wraps'

http://www.youtube.com/watch?v=bU2Az_lylLs





Building Wraps for Rehab Construction

http://www.youtube.com/watch?v=ZaMgMfQaTws





Buiding Wrap Printing - Building Wraps - By Magic Vinyl Printing

http://www.youtube.com/watch?v=VeEV_WSPa5Q




Heineken Outdoor Advertising

http://www.youtube.com/watch?v=xy14iaOyCrw




Atlanta-Wrap.mov

http://www.youtube.com/watch?v=_IJGFvDKkJY





Bally's Window Wrap

http://www.youtube.com/watch?v=xVT3l4Ybnhk&feature=related




Sites:
Amaro, B. it's a wrap. http://www.digitaloutput.net/content/contentct.asp?p=626

SGIA Imaging in Action. transforming wasted space into an advertising goldmine. <http://www.sgia.org/marketing_and_sales/ga_case_studies/g_pcs_usaimage.cfm>.