DrivenMedia's Fastest Billboard
Travelling at 55mph across the country, we think this fact makes truck rear advertising the fastest moving type of billboard available and while moving cars and outdoor advertising normally doesn't mix very well, we think we've found the perfect solution of reach and dwell time.
Normally when we drive along a road, we pass static billboards more frequently than we realise, even those we observe we simply don't read in time, we're travelling too fast. While it's true in congested areas traffic would slow down during the busiest periods, the vast majority of static roadside billboards don't lie with these areas or even when they do the percentage of traffic that had a had enough time to read it in minuscule compared to the total amount of traffic passing.
Our solution to this is to speed billboards up and place them directly in front of traffic, giving a higher dwell time as traffic effectively follows the billboard down a road until a point they can either overtake it or turn off the road. Giving the billboards audience plenty of time to absorb an advert, an average dwell time of 48 seconds our studies show.
This moving billboard in terms of reach is very similar to a static billboard and in fact, it's size and slightly elevated position means that the distance that a well-designed advert can be read from is larger. How far back can you read a haulier's contact information when you're in stationary traffic on your commute later? Two or three car lengths? We'd suggest a much further distance of eight to ten car lengths, in stationary traffic. Of course when moving this distance will be reduced as a driver has the road to focus on but it's going to be far further than a static 6 sheet, and very comparable to a static 48 or 96 sheet placed near a busy road and as this audience will have far longer to absorb the advert we'd argue that you would get a better return from the same amount of reach.
Travelling behind a moving billboard we would argue is also much safer, as road users are looking at the road, not off the side in a desperate attempt to read an advert as they whizz by. Therefore if the truck the advert is on brakes, the driver is far more likely to brake as well, as the trailers brake lights are in the driver's field of vision are far more likely to be seen.
Are you in marketing? I'd welcome your thoughts on this.
If you use roadside billboards, I'd appreciate the opportunity to compare your results with your existing static roadside billboards to truck rear advertising, of course at a favourable cost to our normal rates. Please get in touch via my Linked In profile if you'd be interested in becoming a case study.
Program Manager Youth Experience
8 年In most major commuting cities, the exterior rear-end of the bus advertisement is called a "taillight" display. It reaches pedestrians and drivers/passengers alike in urban residential and commercial neighborhoods. I sold thousands of these ads in the 1980's as a local sales rep in Chicago for The Winston Network. The taillight displays were always in demand with an advertiser waiting list for months. I agree rear displays on a moving truck would communicate quite well. Effective out-of-home media should be simple, to the point and hopefully creative in order to grab attention and break through the clutter. (minimal words and let imagery do the talking) Keep in mind this a support medium. Meaning exterior truck advertising should run in conjunction (and support) radio commercials and other forms of out-of-home media.