Truck Side Advertising Enables Businesses To Target Their Customers

Truck side advertising: learn more about this mobile OOH concept.

What is Truck Side Advertising?

Trucks pull long trailers that contain millions of tons transported on American roads every year. Delivery trucks, in particular, have broadsides that offer an excellent space for placing ads. The space at the side of the delivery trucks is sufficient to place large-format ads that are highly visible to the target audience. As the trucks crisscross the country, many people become familiar with the brands emblazoned on their sides.

Truck side advertising is similar to mobile billboard advertising. Advertisers wrap the billboards around the visible sides of the truck for maximum exposure. Delivery trucks reach closer to the target audience as they ferry goods. Often, the delivery trucks terminate at the point of purchase. As such, customers at that point have an opportunity to interact with the brand. Further, delivery trucks are huge such that the message sits atop the traffic on highways. It affords the billboards enough exposure to drive high conversion rates.

Truck Advertising: pitfalls

There are millions of delivery trucks on American roads every day. As of December 2019, Amazon had 20,000 delivery trucks. Other companies like FedEx, U-Haul, and UPS have thousands of vehicles in their delivery fleet. All the trucks are branded such that wherever they go, they increase the awareness of the brand they represent. Having multiple trucks enables the brand to reach as many potential customers as possible.

Say, for example, that your business acquires and brands a delivery truck. For every delivery that the truck makes, people from new parts get to interact with the brand. Further, the delivery trucks enable businesses to target the exact audience with the message. This ability for precise targeting is critical to increasing conversion rates.

Another positive about truck side advertising is that there is no definite overage period. The banner is removable and reusable whenever the advertiser deems fit. Further, the size of the banner is only limited by the size of the truck. For a straight truck, the typical space for the banner ranges from 16’ to 26’ L x 7’ to 8’ H. On the other hand, the typical range for trailer vans is 28’ to 53’ L x ~8’ H.

Brands are looking for alternatives to static traditional OOH advertising as vehicle advertising or digital mobile OOH. The use of ads on advertising trucks has been emerging as an unconventional tactic however it has risks related to the impact on reputation. When the vehicle carries the advertisement of the brand on the road, the advertising truck serves as the brand ambassador. Any driving misbehavior could impact directly the brand image. In addition, advertising trucks have several pitfalls as low return on the ad investment, difficulty to track the outcomes, and low brand recall. Advertising trucks cannot target precisely the exact audience as any traffic driver could be targeted. There are some parts of the country and others globally, with restrictions on billboards. As such, advertisers cannot access the areas during an ad campaign. In such a situation, truck side advertising is an ideal alternative. Notably, advertisers can attach different types and sizes of billboards on the side of trucks.

Exploring Hyper-Localized Marketing Through Truck Advertising

Hyper-localized marketing zeroes in on specific geographic areas or communities, delivering tailored messages to highly concentrated target audiences. With truck advertising, this strategy involves selecting routes, neighborhoods, or events where the brand’s audience is prevalent. Truck advertising provides a unique and flexible way to engage with localized audiences, offering precise, mobile messages that can effectively connect with specific groups. Here’s how brands can leverage hyper-localized truck advertising to foster meaningful connections with their audience:

Strategic Route Planning for Localized Impact

The success of hyper-localized truck advertising hinges on strategic route planning. By studying traffic patterns, demographics, and local events, brands can map routes through areas with a high concentration of their target audience. For example, a brand aiming at young professionals might focus on metropolitan areas during rush hour, while a brand targeting families could choose suburban zones near schools or parks on weekends.

Use Case: A new organic grocery store could navigate through neighborhoods where eco-conscious consumers reside, parking at farmers’ markets or green events to engage an audience already interested in sustainable products.

Targeting Specific Local Events

Pairing truck advertising with local events, such as festivals, sports games, or community gatherings, ensures that the brand’s message reaches an engaged, localized audience. Customizing the ad content to match the event’s theme makes the campaign more relevant and appealing. Parking the truck in high-traffic areas during these events maximizes visibility and engagement.

Use Case: A regional bank could deploy a truck at a local marathon, promoting community investment opportunities while interacting with participants and spectators, thus reinforcing the bank’s community presence.

Localized Promotions and Offers

Crafting exclusive offers or promotions for particular neighborhoods can be a powerful tactic. A retailer could use a truck to promote a “neighborhood discount” or offer free delivery in specific zip codes, creating a sense of exclusivity while encouraging foot traffic or local service engagement.

Use Case: A national pizza chain could run a campaign where their truck offers limited-time coupons for certain neighborhoods, driving brand awareness and immediate sales. The truck could also serve as a mobile ordering hub, creating a direct connection with the community.

Localized Messaging for Community Connection

Brands can adapt their messaging to reflect a community’s unique culture, history, or values. This approach builds stronger emotional connections and enhances brand loyalty by speaking directly to the interests of the local audience. Messaging can highlight local landmarks, use regional slang, or feature well-known community figures in the truck design.

Use Case: A tech company could design truck ads that highlight local pride, incorporating famous landmarks or collaborating with local influencers to enhance engagement and increase brand recall.

Utilizing Data for Hyper-Targeting

With modern GPS technology and data-driven insights, brands can precisely track and target their truck ads. Data on engagement rates from specific neighborhoods or routes can help refine campaigns in real-time. For instance, if a certain route through a business district shows higher engagement, the brand can increase runs along that path or extend the campaign.

Use Case: A furniture retailer could monitor foot traffic and sales generated from certain routes, focusing on neighborhoods with the highest interest. This approach optimizes ad spend and maximizes returns.

Benefits of Hyper-Localized Truck Advertising:

• Increased Relevance: Tailored campaigns make messages more relevant, resonating deeply with local audiences.
• Flexibility: Truck routes can be easily adjusted to target different areas or demographics, allowing brands to respond to real-time insights.
• Cost Efficiency: By focusing on high-value areas, brands can reduce wasted impressions and ensure maximum ROI.

Conclusion

Hyper-localized truck advertising enables brands to deliver tailored, impactful messages directly to the communities that matter most. Through strategic route planning, event targeting, and community-specific messaging, truck advertising offers a flexible, cost-effective way to engage local audiences and boost brand visibility in targeted markets.