Tourist spots and the astounding population of over 129 million people reflect on the importance of outdoor media in driving brand preference in Mexico. Traveling around Mexico City, one cannot escape seeing a vast array of outdoor advertising of all types and sizes. The whole city is well branded.
In Mexico, we can see many delivery vehicles, all painted up with brand logos and messages, dropping off products to small corner stores and food outlets. This is when a question arises, “why does Mexico use mobile billboards to convey marketing messages?”.
In this post, we’ll discuss the consumer profile of Mexico, their marketing behavior, the best spots to advertise in, and two mobile billboard companies that thrive in the country.
Consumer Profile in Mexico
Before we get into how moving billboards are used in Mexico, it’s important to look at the consumer habits and how they live. Over 75% of the Mexican population lives in urban centres where the U.S. touches on consumerism and influences their buying patterns. One-quarter of households in Mexico can be viewed as middle-class, according to Euromonitor International. However, there is a divide between purchasing power in this country. Approx. 20% of the population lives below the poverty line and 58% are in threatening living situations. Wives of the household are primarily in charge of the purchasing decisions. Family and friends have a large influence on what to buy as well. The Mexican consumer is drawn to a customized and personalized service experience when they shop around for products. The growing sectors of business in Mexico include automobile, electronics, energy, environmental protection equipment, telecommunication, and tourism, particularly wellness tourism.
Consumer Marketing Behavior in Mexico
While purchasing power in Mexico is growing, they are in a situation where they find themselves time-poor. As a result to this, Mexicans are striving to find good quality products that save them time throughout their days. They want to create relationships with brands, rather than use disposable and unattached products. Aside from cost, Mexicans want convenience with advertised products. Brand loyalty is very important in this country. In 2017, Amazon became the country’s top online retailer with 502.2 million USD compared to 243.9 million USD in 2016 sales. In 2017, smartphone penetration also reached 85.8% according to The Competitive Intelligence Union. Mercado Libre and Wal-Mart de Mexico came in as second and third top online retailers.
Top Places to Advertise in Mexico:
1. Mexico City
These six places have the highest population in Mexico and include some of the best tourist attractions, so advertising here is worthwhile and meaningful. Cancun and Cozumel are also great places to advertise in because they see plenty of visitors worldwide each year.
Mobile Billboards Existing in Mexico
Roadstar Mobile Billboards is a service in Mexico that specializes in moving billboards meeting the eyes of both residents and tourists in plenty of locations. They advertise places like Senor Frogs and Margaritaville, and even appear on a small island just off the coast of Cancun. Roadstar advertises for political campaigns as well, hoping to bring forth messages of upcoming elections. Their digital mobile billboard truck includes 200 square feet of bright and changeable ad space double-sided. Seen near sporting events, clubs, and concerts, Roadstar Mobile Billboards brings fresh advertising to people in Mexico.
American Mobile Ads is another mobile billboard company that advertises in Mexico as well as other places in America. They serve New Mexico with current mobile media on billboard trucks and truckside advertising. They travel around in Albuquerque, Santa Fe, Roswell, Gallup, Rio Rancho, South Valley, Los Lunas, and more. American Mobile Ads uses mobile digital LED video billboard trucks to speak to their audiences. Their list of clients include McDonald’s, Miami Dolphins, Sun Life Financial, Warner Brothers, Kmart, AT&T, and much more.
After looking at the market profile, consumer behavior and their profiles, the best places to advertise, and some existing mobile billboard companies in Mexico, it’s safe to say their mobile advertising initiatives and consumers are feeling fantastic about growing businesses.
Moving Media Blog
Florida is no stranger to a range of mobile billboard companies. They take pride in their outdoor advertising that truly rocks their warm world. Mobile billboards are presented in many different ways by many different faces, and we’re going to spot the top dogs in this industry. For now, let’s list some facts.
Florida is the southernmost contiguous state in the United States. It is the third most populous state of the U.S. This large population requires effective advertising that targets these masses. The best places for mobile billboard impact is in Jacksonville and the Miami metropolitan area because of their first-class taste, style, and, of course, big pockets of cash. Palm Beach is also a great place to advertise because it’s made up of an even population of both tourists and residents of Florida. Hutchinson Island is another sought after place that advertisers look to because of their museum culture, special events, and shopping bringing the whole family together. These make up the best consumers and impressions for mobile ads.
Today’s advertisers have an array of choices at their disposal. From television, to radio, to social media, to outdoor advertising, the opportunities for reach and awareness are higher than ever.
The internet, alone, makes way for a ton of advertising with the advent of branded viral videos, banners, advertorials, influencers, sponsored websites, branded chat rooms and so much more. But, transcending internet advertising, there are effective ways to target to an audience in an outdoor setting.
Television and billboards are the oldest forms of an advertising strategy before the dawning of the internet. But, how do they remain relevant sources of advertising? And who are they speaking to nowadays?
Mobile billboards reinforce television messages when viewers are away from their homes, and running daily activities. Television advertising attracts consumers when they’re in their home, quietly removed from out-of-home interferences.
Let’s highlight the advantages and disadvantages of television, cable, and truckside advertising to better see how a company should advertise apart from the Internet.
Today, many consumers view a limited amount of TV while digital video recorders (DVRs) have shifted habits toward ad avoidance. Light television viewers comprise 40 percent of the total television audience, spending less than 90 minutes per day watching TV between the hours of 6:00 AM and midnight. It’s not often that media consumers will watch a scheduled program on television unless it’s a late night talk show or live screening event.
Big market stations remain critical to broadcast networks, despite an increasing reliance on digital and online content distribution. For dozens of major independent station group owners, local television is their core business and revenue source. With broadcast networks selling programs directly to cable and new digital media outlets, and as broadcast networks rely more on online sites, local stations have faced a dilution of the affiliate brand.
The high capital cost, declining revenues, and tighter margins have become increasingly apparent among television stations. Local TV station owners are under pressure to modify high-cost legacy structures, leverage their unique local content and connections, and engage in new digital enterprises to collectively offset traditional ad declines.
However, there are some benefits to television advertising.
- Wide geographic coverage
- Broad audience reach
- Perceived accountability with well-accepted audience measurement metrics
- Relative ease of buying and post-buy maintenance
- Proven success record for promoting mass consumer products
And, some disadvantages.
- Audience share is generally declining due to fragmented audiences
- Increasing use of DVRs diminishes the impact of commercials
- Many television shows skew older and lower income consumers
- Typically high CPM costs and rising production costs
- Primetime is no longer the preeminent reach builder with a large part of the viewing population not substantially reached by the primetime networks
- Increasing ad clutter as commercial pods lengthen
As you can see, the disadvantages of television advertising are gaining superiority nowadays.
In 1980, cable viewing was minimal compared to network television viewing. Today, cable offers considerably more targeting capabilities than broadcast television, allowing advertisers to reach specific consumer groups according to their programming interests and preferences. The average cable home has access to 120 channels with nearly 3,000 programs available each week.
The cable industry faces new challenges. The growth in available channels and programming has led to unprecedented broadcast audience fragmentation, making it increasingly difficult for brands to effectively reach sizeable audiences without excessive ad spending. Direct-broadcast satellite (DBS) technology has captured millions of subscribers, significantly reducing the reach of cable advertisers. Moreover, digital broadcasting television has furthered audience fragmentation among cable operators.
Cable Television Benefits
- Penetration of 90 percent of U.S. households
- Typically lower CPM costs compared to broadcast television with similar benefits
- Greater targeting capabilities compared to broadcast tv
- Programming available in all periods
- Original cable television programming comprises 67 percent of all content
Cable Television Disadvantages
- Smaller audiences than broadcast television
- Excessive fragmentation producing relatively small audiences for many channels
- Higher number of commercials per hour compared to broadcast television
- With so many channels available, audiences can easily click away from interrupted ad programming and find something new elsewhere
Mobile billboard advertising or truck-side advertising is the marketing practice of wholly or partially covering a transport truck into an advertisement, thus turning it into a mobile billboard. This can be achieved by painting the truck surface with given artwork and copy from a brand, product or service, but it’s becoming more common today to use large vinyl sheets as decals. These can be removed easily, making it much less expensive to change from one advertisement to another. Vehicles with large, flat surfaces, such as trucks, are relatively easy to work with. However, smaller automobiles are more work because of their curved surfaces.
Let’s see the pros and cons of this industry.
Advantages of Truck-side Advertising
– You automatically see it when you’re exposed to it on the road; the CPI is far less than that of television advertising
Disadvantages of Truck Advertising
– When the truck is parked or at a standstill, it won’t have the effect of targeting potential consumers on-the-go
– If there are changes in the product logo or image, it costs to replace it
– If the driver of the truck gets into an accident, then the reputation of the advertised brand may be tarnished
As you have heard, television, cable, and truck-side advertising each comes with their share of pros and cons however, in a booming and significantly uprising outdoor advertising genre, mobile billboards deliver messages with the best reach without interrupting a consumer’s lifestyle.
For more information, check out Movia Media for quality results in your advertising mix.
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Overview of Market
When it comes to Boston, they do billboarding sweet justice. It’s the capital and most populous municipality of the Commonwealth of Massachusetts in the United States. As the largest city, with a population of over 600,000 people, Boston is considered a booming metropolis of the Northeast. It has become an economic and cultural hub, with a large focus on education and medicine. A great number of companies have headquartered in Boston, like Staples and General Electric, and it’s home to many sports teams, such as the Boston Red Sox and the Boston Celtics. Sports stadiums such as Fenway Park, TD Garden, and entertainment areas like the Boston arts district are great spots to billboard advertise. Most notably, billboards on Interstate 95 allow for high traffic exposure. Due to a large number of commuters, it a center point for companies to put their advertisements.
According to the Boston Business Journal, the international tourism spend in 2016 in Massachusetts was $2.8 billion, which was a 3.1 percent increase from the year prior. One way to increase tourism spending in Boston is through the use of effective billboard advertising, and we’ll look at the costs that branch from simple, digital, and mobile billboards, see where is best to place billboards in Boston to get the best reach, as well as dissect how the MBTA advertises to their commuters and their pertaining costs.