Let Advertising Vehicles Drive Your Campaign
Advertising vehicles: learn more about this mobile OOH advertising tactics.
The Impact of COVID-19 on the mobile OOH industry
As the economic impact of COVID-19 continues to unfold, brands and agencies need to keep a up to date with the changing consumer behaviors and ensure they are prepared for any outcomes and find new opportunities. Marketers will have to change their strategies to mitigate the impact of COVID-19 is now a major focus since advertisers are researching better alternatives to keep their clients. Traditional out-of-home advertising methods such as billboards, bus stops, fliers, magazines, and transit posters will have a hard time finding their feet in the long run.
A survey conducted by the platform Numerator indicated many industries are shifting their messaging to in-home delivery. As example, restaurants are pivoting to food delivery message. The increased “work from home” periods will force the shift of advertising concepts. Numerator reported that Burger King and Little Caesars are even advertising new delivery options available in their stores.
Adzze has been adapting the advertising vehicles to a more sensitive message. The team has working on extending its capabilities to offer advertising vehicles that can reach the consumers at their safest place: at home. One of these concepts uses pizza boxes as advertising space. Think of this as small moving billboard that gets delivered at the consumer’s home. Studies demonstrated that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on the pizza box) with an average ROI of 150%. This means, for every 1 dollar the advertiser invested in a pizza box advertising campaign, they received at least additional 2.5 dollars of sales. For more details see the article Estimating the ROI of Pizza Box Marketing.
There is no doubt that you have seen huge trailers branded with company logos and juicy messages. It is due to the efforts of companies to ensure that as many people as possible get to know their brand. Advertising vehicles are an increasing sight on our roads, especially as costs of traditional and digital media advertising hike.
Sure, many businesses advertise to drive sales. For every impression that an ad generates, one expects the sales numbers to increase. However, repeated impressions do more than just driving sales. The more the targeted audience encounters your brand, the more they become aware of it. Therefore, putting money in ad campaigns to drive sales is placing money into driving brand awareness. People buy from a familiar brand, one that they are of, and one that exists.
Many marketers treat brand awareness as the route to conversion. It is an interesting observation considering that the central thesis of digital marketing (soon to be the largest ad platform in the US) is conversion. Nevertheless, some businesses do acknowledge that brand awareness is critical. According to a Tinuiti study, about 42% of the money spent on ads on Amazon’s DSP went to driving brand awareness.