Picture this: you’re driving down the road on a beautiful sunny morning when suddenly a truck with an advertisement on its side passes by. Now the ad on the truck has instantly caught your eye, and you’re either fascinated by it or wonder what the truck ad is all about.
Even if you don’t consciously remember it, that truck ad has just made an impact on you, and either way, you’re more likely to remember that specific brand advertisement later.
This is the power of truck advertising.
With their large-sized ads, eye-catching designs and copies, these mobile billboards have immense capabilities to reach a wide target audience, get in their heads and stay. Mobile billboards are quickly becoming a popular choice for brands and organizations who are looking to boost their brand awareness and increase customer recall.
But the question still arises in the minds of many business owners.
What exactly is it about truck advertising that makes it so effective?
The short answer, it works because of its high visibility and creative freedom, making it an impactful way to reach its target audience.
The long answer?
Not all brands are finding it easy to stand out in the ocean of digital adverts. There are great reasons to choose truck advertising or other OOH tactics to maximize brand awareness and recall value of the customers.
But some of the main pain points that are making even the top brands more inclined towards OOH in recent times are:
- Ad Fatigue:
Ad fatigue is a phenomenon where people are bombarded with so many ads on social channels that they start to avoid or ignore them completely. For example on Instagram, the algorithm keeps on changing for good and bad. Recently, there has been a surge in the in-feed ads users are seeing.
According to eMarketer, Instagram’s in-feed ads accounted for 80.4% of the platform’s global ad revenue in 2020, up from 72.2% in 2018.
As for user reactions to these ads, it varies. Some users find them annoying and intrusive, while others may find them helpful or interesting if they are relevant to their interests. Nevertheless, seeing ads all the time is annoying, and does cause a hindrance to the user’s browsing experience.
- Ad-blocking software
Another reason is the rise of ad-blocking software, which allows consumers to block banner ads from appearing on their screens. This can make it difficult for brands to reach their target audience through digital channels like YouTube or other websites, as their ads may potentially never even be seen by the intended audience.
It’s not just that ads are getting more intrusive and annoying these days – now we have the rise of ad-blocking software to contend with! It’s like a game of cat and mouse – just as soon as marketers find a way to reach their audience, the audience finds a way to outsmart them. It’s almost like the marketing world is becoming an episode of “Tom and Jerry” – every time Tom thinks he’s finally going to catch Jerry, he gets foiled by another one of Jerry’s clever tricks.
- Ad Bidding Wars
It’s like the Wild West out there in the online digital ad world – brands are duking it out for ad space like cowboys in a saloon brawl. With so many brands trying to grab attention, it’s like trying to find a needle in a haystack – except the haystack is made of other brands’ ads, and the needle is your ad trying to stand out.
For smaller brands, who have a low ceiling on their marketing ad spend budget, reaching their target audience can become difficult when it comes to competing with the big players in the industry who have unlimited resources.
But there’s always a solution to every problem. And in this case, it is proving to be out-of-home advertising. Especially to the likes of truck ads.
- The Constant Algorithm Changes
Digital channels sometimes behave like a teenager. Constantly changing what they want or like. One day they’re dedicated to becoming a fitness freak, and the next day they’re eating a double cheese hamburger.
Social media platforms like YouTube, Instagram, Meta, and Snapchat change their algorithms all the time, which can make it quite difficult for brands to revamp their marketing strategies, or sometimes have to start from scratch since whatever marketing gimmicks used to work before, won’t work now going into the future.
Overall, these factors make it a troublesome process for brands to effectively reach their target audience through digital and print ads at times. We are not saying that digital ads are not effective, on the contrary with social platforms’ technology capabilities, reaching the target audience easily, digital ads are effective and a proven way to do so.
But this constant algorithm change scenario has certainly encouraged brands to explore alternative advertising channels such as out-of-home advertising.
OOH advertising is a proven and effective way for brands to reach their target audience. And with a truck advertising company like us, we at Movia have got you covered with our truck advertising. With our targeted advertisement technology and strategic route planning, we are able to achieve maximum brand awareness for our truck campaigns.
This way, we ensure that your truck ads are seen by the right audience at the right time.
OOH Advertising Statistics
According to a recent study, digital out-of-home (DOOH) ads have the highest recall rate when compared to TV, Radio, Online & Print ads.
82% of viewers were able to recall an ad they saw over a month ago.
OOH advertising shows much higher recall for people than:
- Print ads
- Online ads
- Podcast & Radio
- Live streaming & television
Image Source: Solomon Partners
These numbers seem to be inclined more towards out-of-home advertising and to no surprise, it seems to be the emerging reason why even the most established brands in the market are opting for OOH ads. Whether it’s in the form of truck ads, mobile billboards, bus ads or static billboards, OOH is still proving to be the go-to marketing strategy for many brands around the world.
How Truck ads help increase Brand Awareness & Recall
- Increased Exposure:
One of the biggest benefits of truck advertising is reaching your target audience easily. Unlike traditional billboards that are stationary, mobile billboards can go anywhere and reach more people.
The best part?
With targeted advertising technologies, truck advertising companies like Movia can help brands maximize their ad spending with utmost efficiency.
These truck ads can even be spaced out in different geographic areas or events, such as sports games or concerts, where there are large crowds of people. This means that your brand message has the potential to reach a wider audience than it would with other forms of advertising.
As the famous saying goes, “Seeing is believing”.
Imagine if you’re walking around your neighbourhood, and you see a bus with a giant image of crispy Macdonald’s fries on the side. I know what you must be thinking, fries. You want fries! Probably so.
If not at the time, you remember that image for a long time, and sooner or later, when you see a Macdonalds, you’ll be thinking of fries, crispy delicious french fries.
The tremendous recall value such a bus ad has been able to create in your mind is remarkable. Out-of-home ads are seen in real-time, which is why they are memorable and fascinating.
2. Seeing the truck ads many times:
One of the main reasons why truck advertising helps increase brand awareness. When people see your brand message repeatedly, they are more likely to remember it.
Mobile billboards are particularly effective in this regard because they can be seen by people in multiple locations over a short span of time.
This means that your brand message is more likely to stick in the minds of consumers.
Since the 1930s, there’s been a so-called Rule of 7 marketing concept that marketers abide by. While the origins are unknown, back in the day, advertisers used to abide by this rule to run their marketing campaigns to promote movies.
They realised that if people were to see a new movie, they needed to see that movie ad a minimum of seven times.
That rule is still going around because it simply works. However, due to the fast-paced nature and highly saturated era of the digital media landscape, we’re living in, marketers generally refer to that rule as the Rule of 20 nowadays.
Marketing experts recommend that the number of times a person has to be exposed to an advertisement for them to make some kind of purchase has more than doubled.
Imagine, as a mobile user, seeing the same kind of ads from a brand at least 20 times within a short span on your socials! It would be a scrolling nightmare, and no brand wants to piss off its customers by doing so.
Truck advertisement can be regarded as one of the best ways to adhere to the Rule of 20. Trucks, whether in the form of mobile billboards or branded delivery vehicles, offer a unique and highly visible platform for reaching a wide audience by strategic placement in high-traffic areas, near city centres or highways.
For creating brand awareness and recall, repeated exposure to the ads is key. And by showing truck ads, the brand message gets drilled into the minds of the people easily. And thus, significantly increasing the likelihood of the mobile billboard ads leaving a lasting impact on the people.
Mobile billboards can easily help implement this marketing rule of 7, as they can provide repeated exposure to the brand’s messaging through their adverts across multiple locations.
By strategic placement of these truck ads in high-traffic areas and also where the target audience is most likely to be, not only does the chances of a consumer seeing the ad multiple time increases but also it reinforces the brand’s messaging in the minds of the consumers.
Talk about a great and simple way to achieve the marketing goals.
3. Truck ads create a lasting impression
Outdoor ads such as truck ads and transit ads have the unique ability to reach consumers when they are out and about, away from their homes and screens. This makes outdoor advertising an essential component of any well-rounded marketing strategy, especially for businesses looking to build brand awareness and drive sales.
Studies have shown that outdoor advertising can have a significant impact on brand recall and purchase intent. In fact, according to a study by Nielsen, 46% of U.S. consumers reported taking some form of action after seeing an out-of-home ad, such as visiting a store, searching for more information online, or sharing the ad with others.
Furthermore, outdoor ads have been found to be particularly effective in reaching younger, mobile-savvy audiences who are difficult to target through traditional advertising channels. This is due in part to the fact that outdoor ads are often visually engaging and can create a sense of excitement and intrigue around a brand or product.
From tech giants to food giants, many top brands from Apple to Coca-Cola are looking to easily capitalize on such crowds with mobile billboard ads.
Cement Your Brand in the Minds of Consumers with Truck Advertisement
Advertising is like a first date. You spend all this time and money trying to impress someone, only to find out later they were more interested in their phone than your ad. But with Movia’s truck advertising, you’re guaranteed to have their undivided attention. They can’t swipe left on a truck driving down the street!
And we get it, you want your brand to be seen by the right people, and we’re not talking about the nosy neighbour like Karen. That’s why Movia Media is the go-to truck advertising company you’ve been looking for.
We’re here to ensure that your truck ads are seen by the right people at the right time- helping you increase brand awareness and recall. Our targeted truck advertising technology and strategic route planning will ensure that your brand is reaching the intended audience, helping you achieve your marketing objectives easily.
And who knows, maybe Karen will even become a loyal customer after seeing your ad on our trucks!