Out-Of-Home 101
In the realm of out-of-home (OOH) advertising, top brands and recent start-ups alike are turning to truck-side ads to give their brands an impactful voice. For context, OOH is any media you consume while outside your home- whether that’s in the form of a large billboard, a banner inside a bus stop, or in this particular case, an eye-catching truck side ad. Truck advertisements are some of the most effective forms of OOH advertising that leave long-term impressions. So what is truck-side advertising all about?
Intro to Truck-Side Advertising
Truck or mobile advertising is a form of OOH that specifically capitalizes on the prime real estate on the sides of trucks. Each truck shepherds your ad directly to your audience through highly targeted routes and is able to track impressions through ever-refining technologies. Since trucks cover a wide area and are extremely mobile by nature, the advertisements can be seen from a distance by numerous people at each point of purchase. Not to mention, fleet wraps are a great way to advertise since they can be viewed from long distances and sit right at eye level so as to get the maximum number of people to see the message. The Outdoor Advertising Association of America calculates that each truck can generate 30,000 to 70,000 impressions per day. In areas like residential neighbourhoods where billboards simply cannot go, paying for truck advertising space can reach areas and audiences that are in many cases, virtually impossible to connect with.
Truck Side Ads Have the Lowest CPM
Truck-side ads provide a lot of space for a lot less. They have the lowest Cost Per Thousand (CPM) compared to any other medium, meaning at a low cost it delivers 1,000 impressions from individuals who see the ad. Instead of investing in a costly static billboard that covers key locations in busy intersections, truck-side ads can travel through all the prime locations without that excruciating cost. Because of its mobile nature, your ad will always be on the move, gathering impressions along the way as it displays its 3-sided canvases. With the time, money, and space saved, advertisers can focus their efforts on creative execution, which will truly set them apart.
Target Like No Other
A food or beverage company, for example, typically has numerous trucks delivering stock to and from their suppliers. By taking advantage of such a truck through a high-impact wrap, branded trucks provide a large visual space for your message, while at the same time, providing the reach and targetability of transit advertising. After studying the analytics of fleet wraps, the data shows that mobile truck advertisements get 2.5 times more attention than static billboards.
On top of this, many companies are using geofencing techniques to target their messages to the appropriate demographics. Geofencing is a location-based advertising strategy that sets a virtual perimeter around the outside of a geographical area. The idea is that anyone who enters the perimeter where a mobile billboard is visible will receive a targeted ad on their smartphones. Studies show that 3 out of 4 customers who receive a location-based advertisement are said to complete an action when presented with a location-based advertisement.
Truck Ads are Making An Impact
Fleet wraps or truck advertising goes where stationary ads simply cannot- right up to your customers. The Traffic Audit Bureau (TAB) has developed an accurate way to measure the effectiveness of fleet graphics and truck advertising and the results speak for themselves:
- 96% of fleet truck advertising has more impact than street billboards
- 46% of consumers search companies online after seeing truck ads
- 98% think transport truck ads create a positive image for the advertised business
- 97% easily recall advertisements on trucks
COVID Transformed Truck Advertising Technology
Nowadays brands are racing to catch people’s attention especially after this particularly difficult year and a half where consumer preferences seemingly turned upside down due to the pandemic. As mass vaccinations roll out and normalcy is beginning to restore, people are out and about, spending more time in the malls, restaurants, and group settings. Brands can once again reach their busy audiences while they are on the go through catchy and unique out-of-home ads.
Technological advancements over the course of the pandemic in the form of programmatic digital out-of-home gave OOH ads the chance to thrive like never before. Passers-by can engage instantaneously with an ad’s message and act on the fly which has the added benefit of making OOH ads more measurable than ever. For example, an advertising truck could be supported with a strong call to action (CTA) that directs people to the brand’s website, social media platform, or dedicated site for this very campaign. The amount of engagement the brand gets on their social pages could be easily directly traced back to the truck side ad.
Metrics that were once only attributed to digital media can now be accessed by the OOH realm. Brands now not only have the power to know who has been exposed to an ad campaign on a digital OOH billboard, but also track consumers’ behaviour after they’ve left the scene of the advertisement. Advertisers can easily know what consumers have been exposed to, for how long, and whether or not that message has led to a purchase decision through technologies like geofencing and artificial intelligence. Additionally, they can perform more appropriate market segmentation and targeting of the best audiences for that particular OOH ad. Truck side advertising becomes remarkably effective here because it pairs well with current technological advances and mobile retargeting strategies.
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Giving Your Brand An Edge
Advertisers are turning to Movia to give their mobile billboard advertising a competitive edge. Today, Movia is the only mobile billboard/truck wrap supplier that incorporates GPS tracking and Impression Analytics into its offering – capturing where the trucks are at any given moment, who is seeing them, and how many impressions the ad is gathering. These abilities mean Movia is much more than a company that puts ads on trucks. They offer a unique and exciting meeting of analog and digital platforms to help brands to make the most of their out-of-home campaigns.
