by Nadiya Seghal and Sam Marasigan
The most successful campaigns in the current digital age come from brands that are well-versed with the latest advertising trends and innovation. In order to get ahead, strategizing ways to adapt to the ever-changing social and cultural shifts in the advertising landscape needs to be a priority so that your business can formulate unforgettable ads.
One of the key strategies that brands have adapted is utilizing mobile billboards. They are effective due to several reasons. Through them, you can generate brand awareness to your ideal audience, as you can place your ads in high-traffic areas of your choice. As people go about their day and spend their time outdoors, your brand will have a myriad of opportunities to be highly visible and top-of-mind for audiences.
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Opting for mobile billboards also allows your brand to be much more specific with your target demographic, as these types of billboards can be delegated to move through certain districts, or pass by specific neighborhoods or businesses. You can choose the time of day for your billboards to be seen as well, which has been beneficial in the advertisement strategies of lucrative brands.
Another reason why mobile billboards have been a preferred method for advertising is that they have been deemed to be less expensive than your traditional billboards or signages. If you’re searching for a cost-effective option, then mobile billboards might be the solution worth looking into. Let’s also not forget the vital element that makes mobile billboards a highly effective brand strategy: they’re simply creative and eye-catching. Truck-side ads are especially bold and memorable, able to breeze through the streets and create a lasting impression.
In 2023, looking into mobile billboards as part of your campaign is a great way to get ahead. Not only will your brand establish greater recall from your potential customers about your brand visuals and key message, but it will also gain more benefits from using such advertisements that are in line with what both advertisers and consumers deem as effective and current. The following are factors that contribute to their effectiveness today:
The Rise of Ad Blockers
According to CNET.com, around 40% of adult internet users in 2021 use ad-blockers on their digital devices. It is no secret that being bombarded with advertisements is considered an annoyance for many. People dislike being interrupted, and now more people are downloading ad-blockers to get rid of such frustrations. They are also hesitant and distrustful of some ads on the internet that might lead their devices to be infected with viruses. The prominence of ad-blockers can also be due to privacy reasons.
While those softwares are helpful for many, this has presented challenges for the world of advertising, as this prevents brands from achieving the high-visibility and far-reaching brand awareness they want for their campaigns. Since many have them installed, this will consequently cause a brand’s campaign from fully reaching their intended audiences, resulting in lower traffic and overall return of investment (ROI). Getting around this has made brands want to find creative strategies and methods for their ads.
Picture source: Movia.media
Using mobile billboards is a great way to deal with this dilemma for various reasons. Physical, out-of-home advertisements generally have an edge against ad-blockers, as they do not rely on a potential customer’s internet connection, and thus are harder to filter out. Mobile billboards have this advantage along with the fact that they are much more visually engaging than other types of OOH ads. They are relatively non-invasive, and are hard to miss.
For brands aiming to reach a particular customer base, mobile billboards can easily penetrate relevant areas and specific populated locations, which grants your brand a higher chance to reach your target demographic without the worry of being filtered out by ad-blockers.
Mobile Billboards Come with Analytics
In 2023, being particular about brand analytics is more important, and easier than ever. In order to be a successful brand, measuring your performance is key in gaining relevant insights to inform your next branding strategy. Fortunately, most of the mainstream social media platforms have built-in analytics that permits you to look over your data and see important information about the metrics of your brand. You can then be more critical as to where to direct your business efforts, and identify which areas your brand can improve upon, and laser focus on opportunities for growth.
Through the mere use of analytics, your brand is already at an advantage in the market. Studying the data provided for you also enables you to benchmark your brand against competitors. The cutthroat competition of the current advertising landscape does not leave much room for inaccurate measurements about your brand, as this may lead to lost market shares and wasted resources. You need to make informed decisions about your brand initiatives to differentiate yourself, and consequently stand out in the industry.
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The importance of brand analytics also plays a factor as to why mobile billboards are worth investing in particular—nowadays, they go beyond establishing a physical brand presence. Mobile billboards now come with analytics that enable you to track your metrics and see what kind of demographic you can reach, what time of day people have seen your advertisements, and more. Movia Media in particular boasts unique beacon analytics with detailed information for your brand campaign.
Through the use of mobile billboards with analytics, not only will you have the power to etch a strong impression on your potential customers, but you will also be able to glean valuable insights for the direction of your business. Examining data about your engagement, reach, and frequency as your billboard drives by neighborhoods in real-time are vital for your brand insights. You can also easily identify what kind of demographic you are tapping into, as well as others who might like to engage with your campaign. Another important aspect to utilizing mobile billboards with analytics for your brand is this cost-effective strategy lets you optimize your budget as you make informed decisions through real-time data and thus tailor your brand initiatives accordingly. By having these analytics, you can tailor your ads to success.
A Cost-Effective Marketing Strategy
Standing out from your competitors is pertinent, but that doesn’t always mean having a big flashy campaign that does nothing for your brand. From a passive form of advertising to an interactive one, mobile advertising has evolved profoundly. It certainly isn’t new, but its ever increasing presence is sure to make a mark as the most innovate form of advertising in the industry. Taxis, buses have bright LED screens which instantly grab a passerby’s eyes and force them to take a look at the advertisement. Statista states that 57% of people notice billboards all of the time.
Mobile billboard advertising in particular is one of the more cost-effective methods since it is cheaper than television, print or radio advertising. It makes a higher impact per impression as compared to its counterparts. This is mainly because of the reach they have. Depending on the type and size of vehicle used, mobile billboard advertising can range as little as $300 per week to larger ones which are around $5,000 per week. The cost of the billboard includes not just the poster, but the route, location and duration of the campaign.
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In order to have an effective mobile billboard campaign, brands must zero in on their specific target market and utilize routes that reach them. Business districts, suburban neighborhoods, high footfall traffic areas can all be targeted using this advertising method. Hard-to-reach or otherwise inaccessible places open up as a result of this. It reduces costs and can be utilized by both big and small brands alike. It creates a lasting impression in the consumer’s mind and is a great way to introduce a new and previously unknown brand. This helps drive sales, increase brand recognition and retention.
Multiple Ads and Channel Integration
Mobile billboards now have screens, which make multiple ads from the same campaign at the same time. This is quite eye-grabbing and innovative. Additionally, modern advertising is extremely integrated. Multiple channels have to be tethered together to make a campaign whole and complete. Therefore, opting for one is not enough with millions of brands swirling around on a daily basis. In order to stand out, an exciting outdoor advertising campaign will have to connect with a social media one. Therefore, a large number of billboards have QR codes which maximize the user experience and ensure engagement happens in a virtual setting as well.
Additionally, hashtags are always trending on social media, adding that to billboards and encouraging consumers to use it creates an online presence with the potential of it ‘trending’ on multiple feeds. Multiple channel integration in advertising refers to the practice of combining multiple advertising channels to reach a wider audience and increase the effectiveness of advertising campaigns. It involves creating a consistent message and brand image across all channels and using each channel’s unique strengths to maximize the impact of the advertising.
The goal of multiple channels integration is to create a seamless and cohesive experience for the target audience, regardless of the channel they use to interact with the brand. Movia media isn’t just focused on ensuring a brand’s success with the medium they are offering but also making sure the brand is able to generate the best result across channels that are necessary for the brand and the services it chooses to offer. With the information and data collected, brand’s can learn key information about their target market and utilize it for their social media campaigns.
Gamification
Canadians see 4,000-10,000 ads a day. So, how does a brand manage to stand out and make sure it is noticed in a sea of ads? One way this is done is through gamification. Consumers enjoy playing a game and winning prizes like in an arcade. This increases participation. Consumers win coupons, a discount code or a souvenir of some kind.
Additionally, games which encourage users to interact with their phones and participate are a great option. A lot of beauty brands now have filters that allow consumers to see what they will look like after applying their products. Therefore, they can attach the filter’s QR code on the billboard and a consumer can utilize that on the go. It uses a simple and easy swiping-clicking method which a consumer is familiar with. In addition to that, the fact that the consumer is using the brand on their personal device makes it even more engaging.
Picture source: Movia.media
Another way mobile billboard advertising is expected to boom is with the exponential rise in the popularity of augmented reality. A 3D or virtual person interacting with a consumer is the peak of modern technology and never fails to amuse and amaze consumers. Users enjoy ‘experiences’ and want to share and encourage others to participate in it. This makes the consumer directly engage with the brand, and will create a positive brand association. It creates an immersive interactive experience.
If the billboard is interactive, in the form of a QR code being attached, a link or a game, it encourages people to spend more time with it. Once the user has a nice experience, they are more likely to document it and share it on social media with their friends and followers. Since the experience is personal, there is a higher chance of recall and the brand being bought and used in the future. Interactive features change the way a consumer perceives a brand. It makes a consumer think that the brand isn’t just selling a product, but an experience as well.
Additionally, this also gives the brand a chance to demonstrate their products and show people how to use it live or in real time. If customizations and modifications are possible, they can showcase it as well.
Conclusion
Data proves that mobile billboard advertising is here to stay and grow in the next year. With 57% of people recalling a brand after viewing an ad on a mobile billboard, it is safe to assume that this number is only expected to rise with the better data, and interactive and innovative advertising methods being used.
Every brand’s end goal is to drive sales and retain brand loyalty. The information collected through trucks driving through neighborhoods will help the brand’s advertisement across multiple channels. Information can be used to monitor engagement. Mobile advertising is a sure and fast way to make this happen. If more brands incorporate this in a better and strategic way, it can reduce their overall spending costs on both traditional and digital forms of advertising.
Integrating interactive features in mobile billboard advertising not only increases engagement and interaction with the brand but also provides valuable data on consumer behavior and preferences. This data can be used to optimize future campaigns and further increase the effectiveness of mobile billboard advertising. Contact Movia and join the latest advertising method today!
