A recent study by the OAAA found that out-of-home advertising, specifically using mobile billboard trucks, has experienced significant growth in the past year and is projected to continue growing in 2023. As consumers engage in more outdoor activities, brands must meet their target audience where they are. In 2023, advertisers will use data and advanced technology, along with the combination of physical and digital mediums, to effectively reach their target market. It’s not just about reaching a large audience but using data and technology to get the right message to the right people.
Picture Source – Google Photos
Data is a powerful tool and will continue to be essential in 2023. Brands and agencies will use advanced research methods to gain a deeper understanding of consumer behavior, which will aid in making informed buying decisions. Having scientifically-backed insight into consumer preferences is invaluable for any business.
In 2023, expect to see an increase in scientific research being used to inform advertising decisions, and increased use of AI tools to identify target audiences, optimize ad creatives, and improve performance in real-time. The goal of using AI in advertising is to deliver personalized ads that aid consumers in making purchasing decisions. This technology is expected to significantly impact OOH advertising through mobile billboard trucks.
Furthermore, augmented reality is expected to continue to grow and improve in 2023, already being used through the integration of QR codes in billboards to launch AR experiences. In the coming year, we can expect to see more sophisticated and refined ways of connecting the digital and physical worlds in mobile billboard trucks.
Picture Source – Movia Media
In 2023, brands will create unique, multi-sensory campaigns that cater to the digitally fatigued consumer who desires real-world, tangible experiences. Advertisers will aim to stand out from the crowd by creating one-of-a-kind opportunities for engagement. Unexpected experiences that resonate with consumers, grab attention and result in better retention. It’s not surprising that iconic mobile billboard trucks will continue to be used as gateways to digital brand experiences and purchases, thanks to the use of handheld devices.
In 2023, the focus will be on “community canvas” advertising, where advertisers will strive to maintain their brand recognition in a crowded market, drive sales and metrics through the brand funnel, and create real value through the power of mobile billboard trucks.
I view the city as a community theater, and out-of-home media, particularly mobile billboard trucks, as the main attraction. The medium’s wide reach is a spectacle that is respected and not invasive, and it also gives back to the community. The most successful content will be carefully localized and should be impactful and motivating. To create truly engaging campaigns in the coming year, advertisers need to think creatively. The focus will not only be on reaching a large audience but also on making those impressions meaningful. The most successful campaigns will result from a combination of high-quality locations, equipment, service, and well-crafted creative.
Out-of-home advertising, specifically through mobile billboard trucks, is one of the oldest forms of advertising, however, recent technological advancements and increased consumer awareness necessitate a reevaluation of advertising strategies. While traditional out-of-home models may face challenges, experts also believe that out-of-home advertising is making a comeback as consumers are becoming increasingly fatigued with the constant bombardment of ads on their mobile devices.
Picture Source – Movia Media
Today’s consumers are more educated and informed than they were 30 years ago, therefore, simply repeating a message is not an effective strategy for return on investment. In 2023, advertisers will need to integrate technology and customer preferences in their advertising models and have a well-designed website, Google SEO, and content creation to keep advertising effective.
A recent report by KPMG highlighted that outdoor advertising, particularly through mobile billboard trucks, has seen an 11% annual growth rate over the past five years. This trend is expected to continue in 2023, with the sector continuing to see upward growth.
Savvy advertisers can capitalize on this trend by incorporating innovative ideas to increase their return on investment. The top 10 trends and ideas will revolutionize out-of-home advertising, particularly through mobile billboard trucks, in 2023.
Why use mobile billboards for advertising?
1. Highly Targeted
More quality engagements arise from precisely focusing your promotion on the right people in the right places at the right time. Mobile billboards reach your target audience where they live, work, and play because of their portability.
A mobile billboard campaign can reach an entire market or target a hyper-local audience. Your mobile billboard design should communicate directly to your target demographic, where it will have the greatest impact.
You should discover the best strategic path using clever mapping tools that consider geography, demographics, and other geographical data. Mobile billboards may also target people according to their interests.
2. Cost-Effective
Using a mobile billboard is less expensive than running ads or employing a permanent billboard. And, it is one of the most cost-effective ways of advertising.
Your message will be sent via smart ways to reach your target demographic. The cars may also amass large crowds by positioning themselves in front of athletic locations, festivals, and other public gatherings.
Contrary to popular belief, mobile billboards are not as expensive as they appear, which is good news for small enterprises, which frequently operate on tight budgets.
Mobile billboards are less expensive than traditional forms of advertising, which are difficult to measure and don’t provide a decent return on investment.
Picture Source – Movia Media
3. Targeted reach will reduce expenses
In the past, out-of-home advertising focused on reaching a broader audience to target specific demographics. However, this “fishing” approach is no longer effective. In the future, outdoor advertising will be able to reach specific target customers at the times and places that brands want to reach them.
This is made possible by advanced media measurement tools that enable brands to gain deeper insights into their consumers. Brands will be able to analyze and utilize large amounts of data without wasting advertisement budget and time. How to calculate your CPM?
In 2023, outdoor advertising will utilize Bluetooth beacons to broadcast information to the audience interacting with the ad. Advertisers will use this information to tailor the ad to the needs and preferences of consumers in that specific location. This will greatly increase the likelihood of the targeted audience taking notice of the outdoor ad. The collected data will be used to improve campaign targeting and deliver more contextually relevant advertisements.
4. Reach Exactly Who You Want
As mentioned earlier, now is possible to reach the right audience by using technology and data
based on your criteria for demographics, location, and online behavior to get the right message to the right people and increase awareness.
With mobile billboards, you can target specific crowds with versatile announcement promotions, which is an awesome advantage. Considering a couple of significant boundaries, you will want to decide the exact way the vehicle follows and guarantee that it will go through a specific region, such as target communities, business target areas, high-traffic locations, etc.
Know Where Your Ad Goes – GPS technology makes it possible for you to plan and track where your ad goes and how it gets there. Aside from audience targeting, knowing where an ad has been can give you valuable insight into how your marketing campaign is performing in various areas, allowing you to streamline your marketing strategy and optimize your advertising efforts.
5. An increase in advertising opportunities
Recent technological advancements have expanded the range of options for out-of-home advertising placements, particularly for digital ads. Instead of relying on large billboards, advertisers are now utilizing smaller advertisements in high-traffic areas such as airports, waiting areas, public transportation, and playgrounds. Blank walls have also become a viable alternative to traditional billboard advertising, as they can be used to project advertisements.
6. Consistent growth in Mobile Billboard Trucks
Like other industries, the shift towards digital marketing is also impacting the out-of-home advertising sector, specifically mobile billboard trucks. This trend aligns with consumer demand for high-quality, 4K advertisements. When implemented correctly, digital technology can enhance out-of-home advertising through the use of high-resolution and vibrant visuals that can hold viewer attention for longer periods.
Digital advertising, specifically through large digital billboards, will continue to rise in popularity due to their ease of movement and cost-efficiency. The ability to run multiple digital out-of-home advertisements on a single screen also plays a role in cost dynamics. Unlike static ads, digital billboards offer greater control over the medium and final ad results, with some ads performing better in a static form and others requiring visuals. Brands that understand how to use digital outdoor advertising effectively can see significant benefits.
Recent research indicates that digital out-of-home advertising accounts for nearly 30% of global OOH revenue. In light of this, advertisers who are adaptable and keep innovating are more likely to be successful in the coming years.
7. Increased Creativity in Mobile Billboard Trucks advertising
In 2023, managers will need to adopt a data-driven approach to advertising. By utilizing the power of data science, companies can precisely target their desired demographics and use campaign budgets efficiently. Similar to digital marketing technology, beacons, radio beams, and the Internet can be used to understand the interaction patterns for outdoor advertisements. As a result, managers will need to come up with creative ways to use “big data” to optimize outdoor advertising models.
8. Connecting with the community
Drivers can carry custom handouts and engage one-on-one exchanges with people they meet while on the road, creating a valuable sense of community engagement. Remembering the brand to people while they are on their day-to-day activities makes them engage with us and increase awareness as well.
9. Mobile Integration in Mobile Billboard Trucks advertising
Picture Source – Movia Media
Out-of-home advertising aims to enhance the user experience. To increase customer engagement, some brands are integrating mobile and out-of-home advertisements. Utilizing technology allows potential customers to interact with the advertisements and share valuable data in real time with the brand, providing feedback that helps create a more personalized user experience. Examples of these interactions include instant connections with customers’ mobile devices when they are in the proximity of advertising billboards, and the use of beacons which allow advertisements to jump inside the customer’s phone. How to measure results with mobile billboard campaigns?
10. Multiple Channels Integration in advertising
In 2023, mobile billboard trucks will be integrated with social media and television, helping to expand other mediums through the use of motion capability in digital out-of-home advertising and scalable content. This multi-channel integration is crucial for ensuring that the message conveyed across all mediums is cohesive and consistent with the brand’s image. This means that the brand’s television advertisements will align with their out-of-home efforts, resulting in a clear communication platform for brands to reach their audiences.
11. End of unfulfilled promises in 2023
In 2023, advertisers will need to be honest and transparent in their outdoor advertising efforts, as consumers are becoming more aware and critical of advertising claims. Purpose-driven advertising will become the norm, and brands will have to align their outdoor campaigns with their digital efforts to earn the trust and loyalty of their audience.
12. Utilizing the power of storytelling by brands
The human mind is naturally drawn to facts and opinions presented in a story format. Storytelling improves retention and aids in consumer recall.
Brands that can tell a compelling story in their advertising campaigns are more likely to resonate with consumers on a subconscious level.
The trend of storytelling in advertising will become even more prominent in 2023. Outdoor advertising, specifically through mobile billboard trucks, is incorporating this strategy by creating ads that only tell part of a story, leaving the audience wanting to learn more.
Conclusion
The last years have seen good results on investment from Mobile billboards, Mobile advertising is a distinctive and powerful technique to reach a wide audience that focuses on demographics.
It is an efficient marketing strategy, because of the high target, it reaches the right audience, is affordable for even a small business, and reduces expenses, it also increases advertising opportunities and creativity. Mobile billboards are still a great way for advertising and will keep growing and increasing the number of trucks by 2023. That is a reason to keep creating loyalty and being transparent to people with the advertisement promises and creating ads that only tell part of a story to keep the audience aware of them. The fast popularity of truck advertising and the development of technology make it clear that this kind of advertising will last for a very long time.
