By Hitesh Sharma and Rose Sugatan
As we step into 2023, advertising through mobile billboards continues to be a potent means of reaching a wide audience with a targeted message. One popular variant of this advertising technique involves affixing billboards on moving vehicles that ply different routes within the city. This approach enables marketers to efficiently deliver a brand’s advertising message to a large number of people. In this blog post, we will explore the ten most significant trends in mobile billboard advertising for 2023.
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Programmatic Advertising
Programmatic advertising is a trend that has been on the rise in recent years. It involves using data to target specific audiences and deliver relevant messages to them. This trend is becoming increasingly popular in truck advertising as well. In 2020, the US Census Bureau launched a programmatic truck advertising campaign. The campaign used data to target specific areas and demographics across several major US cities. The campaign resulted in a 68% increase in awareness of the US Census.
Dynamic Creative
Dynamic creative is a type of advertising that uses real-time data to customize the content of an ad for each viewer. This is usually achieved through automated technology that selects and displays different images, copy, and other elements of an ad based on user data such as their browsing behaviour, search history, and demographic information. Mobile billboard advertising, also known as mobile outdoor advertising or mobile billboards, involves displaying ads on moving vehicles such as trucks, buses, or trailers. With dynamic creative, advertisers can use real-time data to customize the content of the ad based on the vehicle’s location, time of day, and other relevant factors.
For example, let’s say an advertiser is promoting a restaurant chain through mobile billboard advertising. By using dynamic creative, they could tailor the ad to show different specials depending on the time of day or the location of the billboard. In the morning, the ad could display breakfast specials, while in the afternoon it could showcase lunch or happy hour deals. If the billboard is located in a certain neighbourhood known for its nightlife, the ad could highlight the restaurant’s late-night menu or drink specials. By using real-time data to customize the ad content, dynamic creative can help advertisers increase the relevance and effectiveness of their ads, ultimately leading to better engagement and conversions.
Data-Driven Advertising
Data-driven advertising is another trend that has been growing in popularity. By analyzing data on consumer behavior and preferences, advertisers can develop highly relevant messages that are more likely to resonate with their target audience. In 2021, the skincare brand Olay launched a truck advertising campaign in New York City that used data to target areas with high foot traffic and a higher concentration of women aged 25-54. The campaign resulted in a 50% increase in sales and a 20% increase in brand awareness.
Geofencing
Geofencing is a technology that allows advertisers to target consumers based on their location. By setting up a virtual “fence” around a specific area, advertisers can deliver targeted messages to consumers who enter that area. In 2019, the fast-food chain Taco Bell launched a geofencing truck advertising campaign in New York City that targeted consumers near their competitors’ locations. When consumers entered the geofenced area, they received a mobile coupon for a free taco. The campaign resulted in a 10% increase in foot traffic to Taco Bell locations.
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Augmented Reality
Augmented reality is a trend that is becoming increasingly popular in mobile billboard advertising. It involves using technology to overlay virtual images onto the real world. In 2021, the sports apparel brand Under Armour launched an augmented reality truck advertising campaign in Los Angeles that used AR to create a virtual try-on experience for their new shoe line. Consumers could use their mobile devices to try on the shoes and see how they looked before making a purchase. The campaign resulted in a 25% increase in sales.
Mobile Integration
Mobile integration refers to the process of incorporating mobile advertising into a broader advertising campaign that includes multiple channels and platforms. In the context of mobile billboard advertising, this could involve creating a coordinated campaign that includes mobile ads, social media ads, email marketing, and other forms of advertising. By integrating mobile advertising into a larger campaign, advertisers can increase their brand’s visibility and reach across various touch points, which can help to improve brand recall and engagement. For example, a mobile billboard advertising campaign could be integrated with social media ads to create a cohesive and consistent message across multiple platforms.
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One of the advantages of mobile integration is that it allows advertisers to leverage the unique benefits of each platform. For example, mobile billboard advertising can be particularly effective at reaching people in specific locations or at specific times, while social media ads can be more effective at targeting specific audiences based on their interests and behaviours. By integrating these different forms of advertising, advertisers can create a more holistic and effective campaign that reaches their target audience wherever they may be.
Social Media Integration
Social media integration is an effective way to amplify the reach of mobile billboard advertising campaigns. By including social media elements such as hashtags, handles, and QR codes on billboards, brands can encourage consumers to engage with their brand on social media. This can lead to increased brand awareness, engagement, and loyalty.
In addition, social media integration allows brands to gather valuable data on their target audience’s behavior and preferences. By monitoring social media activity related to their billboard campaigns, brands can gain insights into what content resonates with their audience, which can help them optimize future campaigns. Overall, social media integration is an important trend in mobile billboard advertising that can help brands extend their reach and engage with consumers on multiple touch points.
Picture Source: movia.media
Video Content
Another trend that is on the rise is the use of video content. Videos can be a powerful tool for brands to convey their message in a more engaging and memorable way. In 2021, Ford launched a video-based truck advertising campaign for their new F-150 pickup truck. The campaign utilized LED billboards on the sides of trucks, displaying high-quality videos that showcased the features and capabilities of the new truck. This campaign resulted in a 30% increase in sales for Ford, demonstrating the effectiveness of video content in mobile billboard advertising.
Video content can capture consumers’ attention and leave a lasting impression, making it a valuable addition to any mobile billboard advertising campaign. Brands can use videos to tell a story, showcase their products or services, and highlight their unique selling propositions. By using high-quality video content, brands can create a more immersive and memorable experience for consumers, ultimately leading to better engagement and conversions. As the use of video content continues to grow in popularity, it is a trend that advertisers should consider when planning their mobile billboard advertising campaigns.
Interactive Displays
Interactive displays are a type of advertising that allows consumers to engage with the ad by interacting with it. This type of advertising is often seen in public places such as malls, airports, or on the street. It allows consumers to actively participate in the advertisement and can create a more memorable experience.
Mobile billboard advertising is a form of outdoor advertising that involves putting advertisements on the sides of trucks or trailers that are driven around a specific area. By using interactive displays in mobile billboard advertising, advertisers can create an even more engaging experience for consumers.
For example, a car company might create an interactive display ad that allows consumers to virtually test drive the car or simulate the car’s features. This would give consumers a more immersive experience and may make them more likely to remember the brand and potentially make a purchase in the future.
5G Technology
5G technology is the newest iteration of cellular technology and is designed to offer faster data speeds, lower latency, and more reliable connections compared to previous generations. This technology is currently being rolled out globally and is expected to become increasingly widespread in the coming years.
Picture Source: blog.equinix.com
The rollout of 5G technology can also have a significant impact on mobile billboard advertising. With the improved connectivity and faster speeds of 5G, advertisers can create more engaging and dynamic ads with high-quality video, interactive features, and other advanced capabilities. This means that advertisers can potentially reach more consumers and make a stronger impression with their ads, increasing the effectiveness of their advertising campaigns.
Environmental Sustainability
Environmental sustainability has become an increasingly important issue for consumers and businesses in recent years. As a result, brands are increasingly seeking ways to reduce their environmental impact and demonstrate their commitment to sustainability. Mobile billboard advertising provides an opportunity for brands to create environmentally sustainable advertising campaigns. One way to achieve this is by using electric or hybrid vehicles for mobile billboards. These vehicles produce significantly lower emissions compared to traditional gasoline or diesel-powered vehicles, which can help to reduce the overall carbon footprint of the advertising industry.
By using electric or hybrid vehicles for mobile billboard advertising, brands can not only reduce their environmental impact but also demonstrate their commitment to sustainability to consumers. This can be a powerful way to build brand loyalty and attract customers who are increasingly concerned about the environment. If you want to learn how to capitalize on crowds with mobile billboard trucks, click here.
Influencer Marketing
Influencer marketing involves partnering with social media influencers to promote a product or service. This trend is becoming increasingly popular in mobile billboard advertising as well. In 2018, the car-sharing service Zipcar launched a truck advertising campaign in Boston that featured local influencers posing with Zipcar vehicles. The campaign resulted in a 30% increase in sign-ups for the service. In 2021, H&M partnered with influencer Jérôme Jarre for a mobile billboard advertising campaign in New York City. The campaign featured Jarre posing with H&M clothing on a mobile billboard that drove through the city. The campaign resulted in a 35% increase in website traffic and a 28% increase in sales.
Conclusion
Mobile billboard advertising is an increasingly popular and effective way for brands to reach their target audiences in a variety of locations and contexts. With the continued adoption of digital technology, mobile billboard advertising is well-suited for the new reality of digital and outdoor advertising. Additionally, the COVID-19 pandemic has accelerated the shift towards digital and outdoor advertising, and mobile billboard advertising, including truck advertising, is particularly well-suited for this new reality. As such, we can expect mobile billboard advertising to continue to be an effective way for brands to reach their target audiences in 2023 and beyond.
Looking ahead in 2023 and beyond, several key trends are likely to shape the mobile billboard advertising landscape. These include the integration of social media and user-generated content, the use of video content to create more engaging and memorable ads, and the growing importance of environmental sustainability. Brands can also leverage technology such as augmented reality and interactive displays to create more interactive and memorable experiences for consumers. The expansion of 5G technology and new mobile billboard formats such as mobile LED screens are also emerging trends to watch out for.
By staying up-to-date on these emerging trends and incorporating them into their advertising strategies, brands can stay ahead of the curve and connect with consumers in more meaningful and engaging ways. With the ongoing shift towards outdoor and digital advertising, mobile billboard advertising is especially well-suited for the current moment, making it an ideal choice for brands looking to reach consumers in new and innovative ways. As a versatile and powerful tool, it remains an effective means for brands to connect with consumers in diverse settings and contexts, driving increased brand awareness, engagement, sales, revenue, and growth.
