Should You Choose Advertising Trucks Over In-The-Hand Marketing?
This article discusses OOH tactics as advertising trucks and In-the-Hand Marketing.
Advertisers spend billions of dollars yearly to try to get messages to the target audience. The cost of advertising is insignificant if the campaign leads to increased sales for the company. In particular, measuring the return on investment enables advertisers to gauge the relevance of advertising channels like advertising trucks.
Advertising trucks are cheaper compared to traditional ad channels
The concept of return on investment is critical in all business ventures. Notably, businesses must be able to increase sales for every advertising campaign that they run. For instance, if a company invests $2,000 per month in advertising campaigns, the intention to drive sales that offset the costs. However, a negative return on investment is likely to discourage further utilization of the advertising channel.
Use of advertising trucks is an appealing and less costly avenue for businesses to get the message out there. Notably, the cost of preparing and airing ads on TV is prohibitive; hence, the increasing shift to other platforms. Using vehicles to advertise is cheap and more convenient because you have the choice of using your car. For a small business, it is easier and less expensive to brand a few cars to sell the brand. However, a challenge arises in terms of tracking the return on investment while using this advertising avenue.
Difficulty tracking the return of investment
The logic behind wrapping ads on trucks is to ensure that many people get to view the message along the way. Nevertheless, vehicles are always in motion, especially on busy highways. In such a case, it is difficult for the target audience to read and understand the substance within the message. Also, the constant movement implies that advertisers can hardly keep track of locations of people who read the message. Sadly, it is impossible to quantify the impact of the message on the trucks.
Further, it is almost impossible to target audiences when using trucks to advertise. Often, advertisements contain messages aimed at a specific section of the population. As such, the impact of the ad depends on the ability of the message to reach that particular audience. Unlike targeted ads like custom coffee sleeves, trucks display their messages to the general population. Therefore, the likelihood of the message reaching the targeted audience is quite low. Such issues make it difficult to track the returns from investing in wrapping ads on trucks.
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