We compare popular marketing and media channels, so you don’t have to.
As more and more customers come on board with DrivenMedia, truck advertising is becoming increasingly familiar with DrivenMedia cornering the market. With the ability to customise your campaign with regard to ad size, region targeted, time on the road and spending caps, the reasons why NOT to choose truck advertising are hard to find.
Often, what holds us back from testing the unfamiliar is, of course, the great unknown. So to help you explore your options we’ve gathered a few facts and shed some light on a few key areas. We hope that the following might be of some help to you when you’re next making decisions about where to invest your marketing budget.
Do I need to worry about different laws?
In short, no.
There are two types of legislation relating to advertising that anyone considering a visual marketing campaign needs to be aware of. The first is related to the content of your advert, while the second concerns the physical nature of your ad.
All advertising – be it mobile or traditional – must adhere to The Consumer Protection from Unfair Trading Regulations. These dictate that all adverts must be a fair description of the goods or services on offer, they must not omit any important details and they must not be aggressive or offensive. If you sell to businesses, you must also be aware of the Business Protection from Misleading Marketing Regulations (2008) which prevents you from copying another Company’s trademark or logo, or making unfair comparisons with other products that aren’t quite the same.
As well as regulations, there are also two codes of practice which advertisers must adhere to, and this is where the different advertising platforms can diverge. Truck advertising falls under the CAP Code (Committee of Advertising Practice) whilst other media such as TV or radio is guided by the BCAP code (B for broadcasting). These codes cover things like offensive adverts, appealing to children and political inference. If you choose to broadcast you will also need to take into account time constraints relating to product placement, taste and appropriateness of your scheduling.
Another interesting difference relates to guidance around permission and consent. The government has published a guide Outdoor advertisements and signs: a guide for advertisers (2007) which highlights key considerations when choosing where to place your advert. The key difference between truck advertising and traditional advertising (such as billboards) is that there is no consent required for ‘advertisements displayed on or in any vehicle or vessel which is normally moving’. This is not always the case for poster-style advertising where local authorities may want you to seek consent depending on type and location of your desired spot. For example, gable end billboards can often require planning permission.
How do I know who will see my advert?
The nature of truck advertising means that huge numbers will be exposed to your beautifully crafted graphics. The RAC Foundation has compiled some mind-blowing information which will only reassure you. At the last count (June 2019) there were 38.7 million vehicles licensed for use on the roads in Great Britain, and nearly 49 million registered drivers in Great Britain. Between them they drove a record high of 328.1 billion miles in 2018. We don’t think it’s an exaggeration to say your potential audience is phenomenal.
Even narrowing all the data down to who will see your truck, we know that your fully wrapped truck will be seen approximately 55,000 times in a day (DfT Road Traffic Statistics), and more if in stationary traffic.
The beauty of truck advertising is not only how many people will see your advert, but who will see it, when will they see it, and how do they process it?
The demographic that will be viewing your artwork is driving a vehicle, probably on a motorway and often in a company vehicle. This tells us that they have enough disposable income to be driving a car, making a journey in the first place, or to be in a job where they merit a company vehicle. Compare this to the potential demographic viewing a bus stop advert on a local town centre route.
When considering how viewers will process your advert, think about the last time you sat in traffic. We automatically scan our surroundings, looking for distractions and often reading and rereading the material around us – over 35% of people take a second look.. We are bored and WANT to be entertained. Compare this to marching through town past billboards or flicking over TV adverts impatiently (if we even see ads at all with ‘catch up’ options). Even waiting at a bus stop, we are more likely to be occupied on our mobile phones that reading the advert next to us.
What will it cost?
Less. Much less.
Analysis of data shows that our advertisements will cost you – on average – less than 75 pence for every thousand people reached.
The size of your truck advert also means that the impact you can make with the space you have will be far greater. The idiom ‘less is more’ can be fruitfully applied when you see your logo floating in a lovely blank graphic, with ample remaining space for the important blurb. Even a full bus wrap is 50% smaller than the average 86 square metres on a trailer.
Still not convinced?
You’re not sure that drivers on the M1 are the audience you want for your local service? We offer a range of geographical options including targeting different regions and localities.
You just like billboards! Consider that it is quite likely that the same people are walking or driving past your static image on regular routes daily. They become part of the background. Your mobile advert will reach a new audience every few minutes as it passes junctions and turn offs and service stations.
I know where my target audience is. So take your truck to a festival! Park your brand outside a stadium or an event. Create an awesome product launch and use your branded vehicle to full advantage… The possibilities really are limited only by your imagination.
We keep our promises
We really believe in our brand and we want you to feel reassured and give us a try. To help, we provide transparent and detailed tracking reports so you can see exactly where your truck has been in the week.
We also make you this promise: in the very unlikely event that we haven’t delivered the hours agreed, we’ll extend your campaign for free.
If you’d like to find out more about how mobile marketing on vehicles can benefit your business, your brand and your bottom line, please give us a call or drop us an email now.
If you’d like to find out about exclusivity for your truck advertising campaign, please get in touch.
T: 01332 416 449