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 mobile digital 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.
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 on 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.
Mobile Billboard Truck
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 mobile digital billboard 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.