The truth is, we all want to be unique, we want to be remembered for something -either small or big- because that is how we build a brand awareness. Google defines brand awareness as the extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services. However, building and maintaining it is not as easy as its definition makes it sound.
Brands have used many methods to raise awareness among consumers over the years, the main one being advertising. Its goal is to produce relevant and relatable content to catch people’s attention. To achieve that goal, advertisers are getting bolder everyday with impressive TV spots, Out Of Homes and print ads.
One of the favourite platforms for advertisers and brands is Out Of Home aka OOH. Not only does it leave room for endless possibilities of creative work, but it is seen by a lot of people. Whether you want it or not, you will see at least a dozen of OOH advertisements before reaching your destination as they can be found anywhere: billboards, bus shelters, subway stations, inside and on buses, inside subways, on trucks or even in the streets.
You want to be seen by as many people as possible as many times as possible without being annoying. You won’t have to interrupt them while they are watching a TV program or make them wait longer than expected to watch their videos. You won’t invade their space. You’re just there and they don’t have a choice but to see you. This is every advertiser’s dream.
Also, OOH is unskippable, there is no adblocker preventing the consumer from seeing your ad and you don’t have to stress over the number of clicks. They will definitely remember you and even look for you. According to Ocean NeuroScience, consumers are 48% more likely to click on a mobile ad after being exposed to the same ad on an out-of-home ad first. Adding to that, Nielsen and the OAAA found that 46% of surveyed adults had conducted an online search after first seeing the object of their search in an OOH ad. Similar results were also seen with leading social networks.
Types of OOH
There are many types of OOH: billboard advertising, point of sale display, street furniture (bus shelters, kiosks, telephone booths, etc.), transit advertising and wraps (taxis, buses, subways, trains, etc.), Mobile billboards and guerrilla advertising aka ambient media. Even though these are all very effective ad channels, the most likely to become the next big thing is mobile billboards or more specifically, truckside advertising.
It is as simple as its name says, it is advertising on trucks. But if we want to get more technical, we can use this definition by AllOverMedia: Truckside ads are mobile billboards wrapped around the visible sides of local delivery trucks. They are a powerful tool to strengthen your brand with large format ad space located on the side of commercial vehicles. These high-impact ads ensure brand recognition all over a market, state or even across the country.
This is the right way of doing advertising for all the right reasons: It is an attention grabber. It doesn’t matter where you are or what you are doing, if a truck wrapped in something different than plain paint or white paper passes by you, you will notice it. The number of impressions made by truckside advertising is amazing, even compared to digital media and traditional OOH.
- It generates 2.5 times more attention than a static billboard,
- 98% of in-car audiences indicate they noticed truck-side ads
- between Two-thirds of motorists have a favourable opinion of companies putting graphics on their trucks.
What Would It Cost You?
Looking at the quotes generated by Blue Line Media for example, you would see rates like $800 – $2,400 per truck per 8 hour period for static and $1,250 – $3,600 per truck per 8 hour period for digital. Yes, truckside ads can be digital as well. With Movia Media, you can get a rate as low as $3200 for a semi trailer( 48 – 53 feet) for a period of 4 weeks and so on. It really depends on the company and the quality of the work. For a better understanding of how it all works, you can visit haulerads.com.
How Effective Is It?
The return on investment or ROI gained from truckside advertising is very impressive compared to other media. According to the Outdoor Advertising Association of America, TV and magazine cost respectively $23.70 and $21.40 per thousand impressions. In comparison, outdoor ads, vehicle wraps and fleet graphics cost respectively $3.56, $0.77 and $0.48 per thousand impressions.
According to Geopath, vehicle wraps make 30 000 to 70 000 daily impressions, but depending on the type of vehicle, impressions vary as well. Truckinfo explains that trailer graphics make 10 million of impressions a year, reflective trailer graphics make 14 million impressions a year and local delivery van graphics make 16 million impressions a year. And the numbers keep growing according to the nature and size of the truck. While some trucks are more noticeable than others, truckside advertising definitely grabs more attention than radio or even digital. The American Trucking Association put it in percentages, resulting in the following results: 96% of passerby notice truckside ads while 36% ignore radio ads, 37% ignore TV ads and 82% ignore online ads.
If it wasn’t already clear that truckside advertising is the best choice, consider this: a study by Product Acceptance & Research Inc. found that mobile truck advertising increases sales by 107% . Add to this the fact that it is less costly than static billboards, and you don’t need to read any further to make a decision. But there is more.
We have established that one of the main advantages of OOH in general is that it is unskippable and difficult if not impossible to miss. In addition to this reason, trackside advertising is mobile. It will find its target wherever they are and it will easily draw their attention. With such a platform, you can be certain that your ad will reach a considerable amount of people in just a few days, which an online ad cannot accomplish.
And So Your Brand Stands
Making your brand stand out in the eyes of your potential customers also relies on the media used to reach and interact with them. However, in oder to choose the appropriate media, there are some information that you need first. What are their habits? Where do they get their daily news? Online? On TV? Newspaper? Who are they and what kind of activities do they engage in everyday? What do they read or watch and where? Do they use Instagram or are they more of Facebook users? Using any other media platform does not allow much in terms of flexibility and assurance that your ad will be seen. Like we mentioned higher, online, the ads are skippable. On TV, it’s easy to ignore and on the radio, well, you can just turn it off. And honestly, who listens to radio anymore except when driving?
With truckside advertising, it’s less of a headache. Everyone will see it almost everywhere in the same day. It’s effectively impactful. According to RYP and Becker Group, 97% of audiences recall ads on truck. The American Trucking Association found that 75% audiences develop an impression about the advertised brand and offerings; 98% said vehicle graphics create positive image for the company; 91% can notice text and graphics on truck wraps; and finally, 29% would make a purchase based on an ad they saw on a vehicle.
Great advertising helps raise brand awareness, promote product or service offerings, create memorable impressions about the brand and offerings and influences audience behaviour such as making a purchase or contact. But how effective can it be without the right channel to help you reach your target? Creating and maintaining brand awareness definitely is not easy, but at least, it can be effective in cost, reach and even return on investment with truckside advertising. So, why not grab this opportunity to make your product more outstanding? Find more information about truckside advertising at Movia Media.com.