Mobile Billboard Truck: Here Is Why You Should Avoid It
Mobile billboard truck
The ramifications of COVID-19 in the OOH Advertising 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.
Pizza Box Marketing
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.
Why should you avoid a mobile billboard truck?
By the end of second quarter of 2020, Barron’s projects that ad agencies would have lost billions of dollars from their income statements, leaving the future of media businesses endangered, if not crippled. Prior to the coronavirus outbreak, in December 2019, the U.S. ad market was projected to grow by 4.4%, mostly from selling ads related to politics and sports. But as of March 2020, revised forecasts indicate that Print and radio ad revenues are expected to drop by 25.4% and 14.1%, respectively, while OOH advertising will drop by 11.8%.
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.
The first thing that comes to mind when talking about mobile billboard truck is cost.. However, the costs vary depending on whether your ad campaign uses a digital mobile billboard or a static one. For a 6-inch by a 10-inch digital billboard, you should be ready to pay up to $1,800 for a single truck per 8 hour day. However, you may pay more depending on the timing of the ad campaign as well as the kind of market you are targeting. On the other hand, a static billboard attracts a cost of about $1,000 per truck for an 8-hour day.
The cost of using a mobile billboard truck for ad campaigns is high, while there is no guarantee of achieving the expected return on investments (ROI). It is because such ad campaigns do not enable businesses to pinpoint the exact demographics of the consumers that they would like to reach. As such, the level of brand engagement and direct action that results from the campaign is very low.
Effective media should enable a clear way to track number of impressions. Traditional OOH advertising as billboards display lack of targeting and tracking possibilities. The fact that many highway drivers cannot focus on the ad message generate a low engagement with the target audience. The costs of billboards depend on format, circulation, demographics, and impressions. Traditional billboards have high costs, low ROI cost varies $14,000-20,000/month in larger markets. Some cities imposed a ban of billboards due to visual pollution. Unconventional agencies provide alternatives to the targeting issues with approaches as mobile billboards, digital OOH, ads on trucks and other ads in places people don’t expect to see as flags, backpacks, inflatable objects, gas pump and balloons.
Advertising trucks and the pitfalls
Advertisers have been using alternative to static billboards as vehicle advertising or digital mobile OOH. However, the use of advertising trucks during the ad campaign has risks as impact on reputation. When the truck carries the brand on the road, it plays the role of a brand ambassador. Any potential incident might risk other people on the road. If the truck driver misbehaves, the brand might suffer in terms of reputation. It is because the audience will associate bad behavior with the business. In addition, advertising trucks have several pitfalls as low return on the ad investment, difficult to track the outcomes and low brand recall. Advertising trucks cannot pinpoint the exact audience that a business would like to reach. As such, the ad campaign might generate thousands of impressions per day, but only a handful of them will lead to direct action.
Using a mobile billboard truck enables your ad campaign to reach deeper into the target audience. If you decide to use delivery trucks, they can allow you to reach customers at the point of purchase. As such, you have a unique opportunity to drive brand engagement that could result in direct action.
Nevertheless, the ad campaign faces a risk that many businesses little anticipate. Whenever the truck emblazoned with your brand is on the road, it plays the role of a brand ambassador. Therefore, all that happens during the ad campaign is construed as representing your business. It includes nasty incidences that might irk other people on the road. If the truck driver misbehaves, your business will suffer in terms of reputation. It is because the audience will associate bad behavior with the business.
Also, the ad campaign projects a bad image if the billboard is old and tattered. A dilapidated billboard or a cracked digital board speaks to the business’ inattention to small things that matter. Customers use such incidences to form a solid opinion about the business, which affects the likelihood of them engaging with the brand.
Truck Advertising will be replaced by In-Home Ads
Recently the Interactive Advertising Bureau surveyed nearly 400 media buyers and brands. The results were surprising: 74% think the coronavirus pandemic will have a larger impact on their advertising spend than the 2008 financial crisis. According to the President of Interactive Advertising Bureau, David Cohen, “Typically marketers will press pause for a moment, take a breath, assess the situation, replay and reevaluate.”
The use of mobile OOH methods will most likely experience more decline in the coming months, given the fact when the economy re-opens, people will still be cautious and stay more at home. Mobile advertising using trucks, buses and others will be fast replaced by in-home advertising. The impact of COVID-19 has kept normally mobile citizens inside their homes. Hence, the best ways to reach your audience and maintain brand visibility will be to take your products and services to them indoors, as it will be clearly unprofitable to place adverts on advertising vehicles that no one is seeing.
Advertiser will have to find alternative channels to reach consumers and many already pivoted to In-Home Advertising using food deliveries. This model represents the new market trend in advertising as an alternative to traditional OOH advertising channels. As delivery orders are being fulfilled, active advertising is on-going simultaneously. Ads are placed on pizza boxes and shopping bags and delivered into the hands of customers. The amazing part is that the ads enter people`s homes and stays in their faces.