When considering outdoor advertising, traditional static billboards may come to mind, towering over cityscapes like those in Times Square. However, have you ever considered the power of mobile billboards? These are exactly what they sound like – billboards on wheels. If you’re planning a new out-of-home (OOH) campaign, here are five reasons why mobile billboard advertisements outshine traditional static billboards:
Eye-level visibility
Mobile billboards are placed on trucks or large vehicles, making them highly visible to passersby, drivers, and passengers. Unlike static billboards, which are often above eye level and face advertising clutter, mobile billboards deliver ads directly in front of people, offering a more effective strategy for targeted impressions. Research by the Truck Signage Network (TSN) suggests that commercial truck ads are 65% more effective than traditional mediums like static billboards.
Flexible geo-targeted advertising strategies
The key advantage of mobile billboards is their mobility. They can cover a greater market radius, moving from city to city, street to street, hitting various target areas – residential, commercial, or industrial. This flexibility makes them perfect for general brand awareness campaigns, allowing strategic selection of routes based on campaign goals.
Traffic/high-density areas
Mobile billboards excel in high-density areas and congested streets, where static billboards struggle to compete for attention. They command an inescapable presence amidst traffic jams or crowded city centers, providing extended dwell time for engagement. Recent data indicates that a remarkable 90% of U.S. residents age 16 or older noticed some form of out-of-home advertising in the past month, underlining the undeniable impact of mobile billboards in reaching a vast audience. In high-density areas, mobile billboards offer advertisers a dynamic and highly effective way to capture the attention of their target audience.
Contract Flexibility
Mobile billboard suppliers tend to have more flexible contracts than static billboard suppliers, as they tend to measure their rates by weeks. By industry standards, most billboard suppliers require at least a 3-month contract. So, if you’re not sure you have enough marketing budget to launch a full-blown, city-wide billboard campaign, start small and strategically with mobile billboards.
CPM
Cost per thousand advertising impressions (CPM) is the term used to indicate the cost of 1,000 impressions received from one advertisement. In basic terms, the number of impressions is the number of times your advertisement reached (or was viewed) by a potential customer. The quantity of impressions generated by an ad gives a company an indication of the relevancy of its campaign. Vehicle wraps have one of the lowest CPM compared to any other type of OOH advertising, including static billboards.
Effectiveness
Industry analysts have been researching the effectiveness of mobile billboards for years. Recent studies have shown that mobile OOH billboards have a whopping 86% recall rate. Additionally, The American Trucking Association found that 91% of the targets noticed the text and graphics on truck advertising, and on local routes, monthly impressions ranged from one to four million hits. Furthermore, it can be found that 94% of respondents recalled seeing the mobile billboard, with 80% recalling the specific advertisement; the billboards resulted in a sales increase of 107%!
The verdict?
Mobile billboard advertising addresses the challenges faced with traditional static billboards and offers numerous advantages, from eye-level visibility to flexibility in targeting and cost-effectiveness. If you’re looking to boost your outdoor campaign ROI, mobile billboards present a compelling option.
Updated September 13th, 2023
