Do Billboard Trucks Offer A Great Alternative For Advertisers?
Billboard trucks and the changes in advertising.
Coronavirus outbreak and the consequences for Out-Of-Home Advertising
Since the spread of the deadly coronavirus which began in China assumed a menacing global sweep, economies around the world – both big and small – have been counting losses in billions of dollars. Yet, another devastating blow came, with the fall of the oil market, hitting already fragile economies. The business world bears the major brunt in this economic crisis. And one aspect that has been so badly hit is the advertising industry. Even more unfortunate is the out-of-home (OOH) advertising media because public places like Times Square and Piccadilly Circus, which used to be host to massive billboards and sign adverts, have all been deserted, and still the coast isn’t clear yet.
If expert analysis and market forecasts so far are anything to go by, OOH advertising agencies will need to rethink their strategies before the damage deteriorates to them bleeding clients too. According to a survey conducted by the Interactive Advertising Bureau, it is believed that traditional out-of-home advertising is expected to suffer (Forbes) an estimated ad spend decline of 51% for March and April and a decline of 41% for May and June. In the revised March
2020 Ad Forecast released by MAGNA, a company which provides strategic investment and media intelligence it is expected that total linear ads (National and Local TV, Radio, Print, and OOH) sales will decline by -12%. OOH, and print media are expected to take a hit of -12% and -25% respectively. If the lockdown should extend beyond the April 30, the blow might be below the belt because current realities will worsen.
Billboard trucks used to work well
Notably, digital advertising platforms are ahead of trucks in terms of ad spend, but the trucks came earlier. For a long time, the vehicles presented a cheaper option for businesses to get their message to the consumers. Interestingly, businesses only need to pay a one-time cost to wrap ads on the vehicles. Also, companies that have their cars find it easy to equip them with the ads hence cutting down on costs.
Interestingly, mobile trucks offer a unique space for a message for as long as possible. As the truck traverses densely populated urban cities to the countryside, many people get to interact with the ad. This excellent visibility increases the impact and impression the ad generates. Interestingly, advertisers ensure that billboard trucks are more effective by designing captivating ads. Often, trucks are on the move. Therefore, the target audience needs something that will capture their imagination in under a minute.