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.