Sponsored post by Movia Media
Founder & CEO of Movia Media
For all sizes of organizations, truck advertising is a traditional but rapidly resurgent form of advertising, and for good reason. It’s a highly efficient and cost-effective way of reaching very specific demographics, especially at point of purchase, and has the ability to get noticed in ways other advertising can’t. In fact, some studies suggest truck advertisements garner 2.5 times more attention and impressions than other OOH mediums.
Overall, its ability to generate positive conversions has meant businesses have continued to see it as a vital part of their media plans for a long time, and this shows no signs of letting up. So, let’s take a look at how to maximize the unique opportunities that this moving medium presents.
1. Cutting-edge creative
The ability of truck ads to communicate a brand’s message up close to large audiences, and with a unique physical presence, is what makes them so effective and intriguing. Although static billboards have always been seen as an essential component of marketing strategies, consumers today are beginning to engage more with mobile and cutting-edge forms of advertising like 3D mobile billboards and interactive digital truck ads. For example, Coors developed a 3D concept for their truckside campaign, with ads shaped as Rocky Mountains. Not only did this draw attention, it reinforced an immediate association between Coors and their brand identity, “Born in the Rockies”.
2. Mapping out your audience and strategy
It is important to chalk out a rough route based on preferred demographics, day of the week, location, and even particular driving habits of your chosen audience. Identify specific routes, such as those that pass through urban areas, rural highways, etc., and contextualize your message by picking commercial, industrial, or retail settings like supermarkets or convenience stores. The date and location of your truck ads are then chosen based on your business. These campaigns can be further optimized by measuring the advanced impressions such as location target, sales life data, website visits/conversion, in person store visits, etc., using tracking technologies.
3. Bigger Brand Presence & Community Engagement
Truck side ads are good at getting the most out of every dollar invested. They help support the rest of your media channels a way that is both low-cost and high-profit. And they have some added benefits you may not have considered. First, they help a business come across as bigger and more active than it might actually be – giving the appearance of exclusive delivery trucks for the brand being advertised. Secondly, there is a community, and even a personal, connection that can be offered by means of the drivers themselves. Promotional flyers or samples can be handed out, and discussions carried on, as the trucks stop in various places along their route, engaging with the community and leaving a lasting impression.
The Bottom Line
In addition to being the most cost-effective medium, truck side advertising has many other advantages that continue to make them an essential part of many marketing plans. One of the most valuable is their ability to engage customers with their unique physical presence and potential one-on-one interactions from drivers. The next time you’re considering your campaign roll-out, take a look at all the opportunities this traditional/not-so-traditional medium has to offer.
About Movia Media
Helping brands maximize their advertising results with a unique combination of mobile ads and technology. Movia installs tracking and Wi-Fi collecting devices onto trucks acting as moving billboards, offering real-time impression analytics and retargeting opportunities. Brands can view their real-time dashboard to see when where and who saw their message and track their ROI. They can then build relevant audiences and reach them again on their mobile devices, increasing overall effectiveness far beyond what traditional OOH can offer.
