Why The Impact Of Truck Advertising Wraps Is Dropping?
Truck Advertising Wraps: the concept
Marketers and advertising firms are constantly looking for effective and cost-friendly options to increase visibility for their brands. Fortunately, the advertising industry is replete with a lot of advertisement choices. One of them is the out-of-home advertising media, which is a popular advertising choice among marketers and ad companies. They’re primarily focused on reaching potential customers when they’re out and about. This is why billboards and digital screens line the sceneries of highly populated towns and cities. The use of truck advertising wraps is a form of out-of-home advertising called mobile advertising or mobile billboards. Vinyl wraps on which ads are printed are typically wrapped around trucks that already have service delivery routes. So these trucks bear ads for different brands on their sides, giving the brands visibility everywhere the trucks go.
Many brands looking to minimize marketing costs while maintaining their visibility in the market will readily opt for this method. Truck advertising is cheaper than buying billboard ads and it has the potential to generate at least two times more impressions than stationary billboards. Unfortunately, the bad news for this method of advertising is that it is hard to measure the true reach or impact of the truck wraps. Trucks spend a huge amount of time in docks and warehouses unloading and loading cargo. And unlike ride-sharing services that use car wraps, they have a routine kind of route. This inevitably affects the performance of truck advertising wraps and makes it cumbersome to measure.
Mobile Advertising will suffer a decline
Besides, the attitude of truck drivers could adversely affect the brands that own the brands. Bad driving and drunk driving could bring a company under severe scrutiny while on the road and out in the community. Flaunting traffic rules could negatively impact the public’s perception of the company. And unless your company owns the truck it advertised on, it can be quite hard or even impossible to check the behavior of truck drivers. This is a major blow to truck advertising.
But what is more disturbing is the potentially-damaging impact of state legislation against billboards in municipalities. Vermont was one of the first states in the US to ban the mounting of billboards within its communities. Other states like Maine, Hawaii, and Alaska have followed suit. For some, it is a traffic security measure intended only to ensure the safety of drivers and pedestrians. For others, it is in a bid to rid cities and towns of the growing unsightly mess of mobile advertising. Yet, for some other states, it is both. Billboards – stationary or mobile – create more traffic congestions and constitute distractions for drivers whose focus ought to be on the road. Truck advertising, therefore, has been outrightly legislated out of existence in many municipalities in the country. Without a doubt, the confidence of marketers and advertising firms in wrap advertising, in general, will continue to wane in the coming years just as their impact continues to suffer harsh state laws.