Next time you’re outdoors, check around for the number of advertisements you spot. Chances are, you’ll find many static billboards or posters lurking in the environment. These advertisements could be quite captivating, interesting, and informational, but they don’t hold a candle to the public reach that truckside advertising manages to wrangle. Sure, static billboards can be immensely creative and effective, positioned in brilliant ways, with the right target in mind, but they’re inevitably devoted to a lifetime of standstill advertising. They’re always in the same place. The major difference between truckside advertising and static billboards is that truckside ads travel with the vehicle, reaching thousands more impressions by the mile. Not only that, let’s look into how truckside advertising manages alongside its static counterpart.
Truckside Advertising Has The Lowest CPM
Compared to any other type of out-of-home advertising, truckside advertising has the lowest large format CPM in the industry. What this means is that truckside advertisements will not cost an advertiser much money per one thousand views. CPM has also been referred to as “cost per thousand advertising impressions”. It’s calculated by dividing the cost of an advertising placement by the number of impression it receives. This is an excellent fact about truckside advertisements that put them in the winner’s corner of a low cost, yet valuable, OOH medium. Truckside advertisements cost an advertiser the least per thousand impressions, which is something that cannot be said for static billboards.
Truckside Advertising Allows For More Billboard Space
Trucks are 3-sided and can provide the perfect canvases for 3 distinct billboard designs. Compared to static billboards that exist in our crowded environments, truckside advertising allows for more room to feature an ad and a product display. This presents ads to people on the road or walking nearby to witness an advertisement from 3 key perspectives. The more room the better when it comes to a creative advertising campaign, and mobile billboards make that all possible.
Truckside Advertising Tracks Responses In Real-Time
Unlike static billboards, truckside advertising uses GPS technologies to set specific routes for trucks carrying the advertisements. Advertisers, marketers, and clients will be aware of where the truck is heading to during the specific time of day and which audiences are being met with the ad. This makes truckside advertising flexible, as clients will be aware of the best traffic areas for their advertisements and understand where their ad can be performing greatest in. Live audience interactions are a huge part of why truckside advertising is becoming more successful. Static billboards aren’t operated by someone behind the wheel who can change gears if it’s not being seen or experienced heavily.
Truckside Advertising Proves To Be More Effective
According to research presented by TSN (Truck Signage Network), it has been discovered that commercial truck ads are 65% more effective than traditional advertising executions including static billboards. In the same study, it was revealed that truckside advertisements have a 57% higher conversion rate. This means that more people seeing truckside ads will later check them out online or in store, which is a great outcome for marketers and advertisers. In fact, it’s their goal. Marketers can also use mobile billboards to enforce their brand messaging during a live advertising campaign, which cannot be done with static billboards. Truckside advertisements are a multi-level medium with plenty of extended opportunities.
Truckside Advertising Locks In Brand Engagement
Truckside advertisements are high-impact ads that have an identity of all their own. Brand engagement happens naturally with truckside advertising because mobile billboards can reach consumers at the point of purchase, perhaps on their way to the nearest hardware store to find supplies for their home renovations. A truckside advertisement featuring a home improvement product close to the store itself can greet the consumer before they even step foot inside. It can build hype and promise, which ensures a comfortable shopping trip.
Truck ads are also easily viewable from a great distance, as they will always stand out on the roads amid every other plain vehicle finish. They sit above traffic to maximize the exposure of the ad, while meeting drivers and passengers at just above eye-level. In these ways, brand engagement grows and truckside ads morph into branding machines.
While static billboards are great, are still commonly used, and do their job, truckside advertisements are the future on the roads and bring about top selling points that benefits both consumers and advertisers.
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Hello Matty, I am interested in any more information you can share about billboards. I am an early career journalist writing a story on billboards. Let me know if you have time to answer some questions! Thank you, Dani