In this blog we look at why DrivenMedia celebrates the reach of an advertising campaign running on our HGV trailer fleet.

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Metric words

Reach is one of those words used to analyse the effectiveness of an advert. What are the other words used and how do you know which one is best for your advertising?

REACH

This is the total number of households or individual consumers that your advert has reached during the lifespan of your campaign.

FREQUENCY

This can be the average, approximate or even the exact number of times a household or individual consumer sees your advert. Often this is measured by dividing the number of impressions of the advert to give you an average.

IMPACT

This is about how quickly a household or individual consumers receive the advertising message which can be affected by the actual message AND the media on which it is delivered (plus if they are ready to receive / absorb the message).

IMPRESSIONS

This is a digital marketing term which identifies the number of times households or individual consumers see your advert.

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Reaching out

Reach is the most relevant metric for DrivenMedia’s truck advertising media because:

• It’s possible to obtain traffic data
• We’ve done a calibration run using cameras and GPS data
• GPS data shows the miles covered each day
• We’re reaching consumers every day (drivers who commute)
• Households are reached on the roads regularly
• We can generate the estimated reach weekly from the data we analyse

 

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Celebrating milestones

That’s why we’re not celebrating how many eyes are on our advertiser’s campaign with a new postcard landing through their door as a way to show how our truck advertising works.

You’ll still need a great advert and big brand on that lorry trailer, it’s not just a milestone that makes a difference, it’s the message you are delivering.

Want great reach with your next advertising campaign? Talk to us.

Email:[email protected]

T: 01332 416 449

What’s possible with a short campaign?

The Athletic wanted to create a full on out of home advertising campaign for the EURO 2020 football tournament.

And they succeeded!

‘Through a series of activations, including social, digital media and racing pigeons, match-specific tactical tips and information is being deployed where teams can’t miss it.’ Said The Drum.

We came in with the truck adverts. Those carrying messages that The Athletic had designed to motivate the national teams playing.

What they achieved with their DrivenMedia on-truck adverts is amazing.

Here’s the stats:

• 10 trucks travelling regionally (Scotland, Wales, London) and nationally
• 1,384 hours on the road in 6 weeks
• 28,933 miles driven by those 10 trucks
• Estimated total reach of the campaign since launch is 16.9million!

Yes that’s right with traffic above normal (we don’t factor this in) on the UK roads and the number of adverts on our lorries The Athletic’s adverts were seen by over 16.9million.

Perhaps England should book us for the World Cup?