TV advertising vs Truck advertising... What format performs the best?
TV advertising the wonderchild in advertising. It’s often seen as the ultimate goal of any aspiring marketer, but how does it compare to truck advertising?
In this guide, we compare truck advertising to TV advertising, as you might have already guessed. Tv advertising is a huge medium for those who use broadcast advertising.
We’ll look at how they compare on;
- Cost Efficiencies
- Advertising Environment
- Target Coverage Area
- Key stats (Reach, Dwell Time and recall)
As you might know, truck advertising is incredibly cost-efficient, having an average CPM of less than £0.75p. If you need a recap on CPM this previous blog post covers this.
TV advertising, on the other hand, has a CPM of £14-15. For this, it’s only conventional TV advertising and not using your tv advert on say YouTube.
This means per pound spent you getting at best 20 times the reach with truck advertising. Your advertising budget goes further with DrivenMedia.
We should add that TV advertising has a much stronger record in the advertising world compared to truck advertising which could mean the price reflects this. But we’re determined to change truck advertising’s record. After all, Peter Jones (BBC Dragons Den Dragon) Said: “It is a medium for the future”!
With TV advertising being on your TV and not a conventional part of Out Of home (OOH) advertising, we thought it would be unfair to compare the size of adverts, as it depends on the size of your TV!
So instead of a break from the normal format we use to compare advertising formats, we’re going to look at the advertising environment.
Truck advertising is an underused format and motorists don’t see trucks as mobile billboards hence they are highly receptive to this medium. When you combine this with the Motorway environment being mostly media free apart from the farmers’ fields adverts you see Truck advertising is a very strong medium to make an impact on people in their day to day lives. Trucks by there nature are huge so naturally are unmissable on your drive.
TV advertising environment, on the other hand, depends on who you speak to. We as a nation are consuming more, the first half of 2016 the average viewer watched 2 hours 24 minutes of commercial TV a day. That’s approximately 45 TV advertisements during that period.
However new technology means adverts can be fast-forwarded, meaning many thousands of viewers are not even seeing your adverts because they just want to watch their program and they can skip it.
TV advertising is also quite cluttered and loud you either need a huge budget or an incredibly creative advert to break through the noise. One of our clients was spending over half a million pounds on TV Advertising and not seeing anything from it. Their test campaign with us is due to launch soon and we can’t wait to compare how they performed.
These are two completely different mediums, which makes them hard to directly compare.
Trucks can reach a wide geographic area on a daily basis across either a national or regional basis. National campaigns are delivered by HGV trailers and regional by lorries.
Campaigns on trailers travel further, and lorries have more urban reach. Want to find out more Does truck advertising reach urban areas?
The cost for truck advertising stays broadly the same however you target your campaign from the UK as a whole, England or a region such as the Midlands. We should add that southern based campaigns increase the costs slightly.
TV Advertising has broadly the same split, you can target The Uk as a whole as well as individual postcode areas. this selection heavily affects the cost. A national campaign will cost more than a regional one.
As we’ve established truck and TV advertising reach broadly the same people at different times
In general, DrivenMedia can get your brand in front of a young, mobile, mostly male audience from all backgrounds. ABC1 is the demographic category as the National Travel Survey published by the Department for Transport found that those with higher disposable incomes are more reliant on their cars.
Tv Advertising can be more focused as there are thousands of channels. with there own set of demographics.
Key Statistics - Reach, Dwell Time and Recall
DrivenMedia put’s your brand in front of a highly receptive audience on their commute. The best way for you to understand the potential of truck advertising is to watch this video.
Truck advertising’s opportunity to see varies based on location, London, M25 is going to be far higher than for example the Hebrides in Scotland. In this case M25/London our campaign delivered over 100,000 impressions and had a dwell time of 111 seconds (just under 2 minutes).
On average we expect your campaign to be seen by 55,000 people on a daily basis with the rear panel having a dwell time on average of 48 seconds.
Impact-wise truck advertising can be recalled by about 97 of people who have seen it for about 2 weeks. Meaning they are far more likely to be influenced by other mediums as you’ve already got in their head.
TV Advertising depends on the channel and timings of your advert if it’s just after X-factor it can be millions in one go. Recall can be an issue as X-Factor slots are highly regarded, so you either need a huge budget to force people to remember or it needs to be really creative that people want to watch it.
In the battle of Truck vs TV advertising, truck advertising has come out on top for national campaigns and the jury is still out on regional campaigns.
- Truck advertising has a higher cost efficiency, costing on average £0.75 per thousand people reached.
- Our trucks are unmissable and reach a highly receptive audience
- DrivenMedia reaches one of the most densely populated road networks in Europe and yet still deliver urban coverage.
- Truck advertising reaches a more mobile affluent audience.
- The reach, dwell time and recall of truck advertising makes it stand out compared to national TV advertising.
Do you think we’re right? Challange us by getting in touch.
Advertising on trucks? Why should it be part of my media plan?
Truck advertising it’s a simple concept, using commercial trailers already travelling the country effectively as mobile billboards.
But why should truck advertising make your media plan?
Let’s find out:
High Reach Medium
Truck advertising is a high reach medium, reaching on average 55,000 people on a daily basis. These aren’t any people, these are highly receptive motorists who take in your advert without realising, this effect is amplified by traffic. Truck advertising makes an extremely effective broadcast medium.
The stats tell all, 97 of people can recall a truck advert weeks after exposure. What other media get’s you this level of impact and recall?
When thinking about your commute this morning, what’s the first thing that comes to mind? Traffic! Congestion and traffic is a where truck advertising outperforms anything else. Dwell time can go from under a minute to five, ten or more minutes. Your audience will be thanking you for keeping their brains active and they have nowhere else to look.
- Unavoidable Media Space
The rear panel is unavoidable while driving, it’s directly in front of you where you have to be looking. Next time you’re on the motorway just try not to look at the back of trucks. Looking at the back of anything else so much could get you in trouble with your other half!
Hard to Reach Space
The Uk’s major road network is one of the most densely populated in Europe, making it a perfect place for advertising. Just imagine the volume of traffic that can see your advert.
The problem is that advertising across this network is nigh on impossible with spotty roadside billboard coverage. Truck advertising, however, can reach across the whole network. And rather than hoping a traffic jam will stop traffic near your advert, your truck advert get’s stuck in them where ever they occur.
- Cost Efficient
This space is incredibly cost-effective. On average our truck advertising campaigns cost our clients less than 75 per thousand people reached.
Our previous blog post highlights the savings in detail, but if you were using another outdoor advertising platform you could expect to spend £4 per thousand. Radio, £5 per thousand and Tv, expect to spend £14.5 per thousand people reached.
That’s before you consider the size difference: Truck advertising is huge!
Truck advertising can reach all demographic categories, but did you know those with a high level of disposable income are more reliant on their cars? ( National Travel Survey, DFT)
Our medium reaches a predominantly ABC1 category mostly on their way to or from work and over 66 of these commutes to work by car. (Road Usage Statistics, DFT)
So what are you doing advertising on the tube!
- Positive Interruption.
Truck advertising is a positive interruption, this means rather than getting in the way of a users activity, it’s a welcome interruption particularly with heavy traffic.
Truck advertising is an underutilised media space overlooked by most of the advertising market, why would you try and outspend when you can outsmart?
Get into a space your competitors haven’t and be associated with thanks to first mover advantage. Gain and competitive advantage with your advertising.
Exclusivity is an option with truck advertising. Secure it for your brand today
To book a chat with our team, fill out the form below.
Can Advertising Save Vegetables
Here at DrivenMedia, we love to highlight when advertising has made the news as well as our view on it.
A BBC News article, published on the 27th March 2018 highlights the story of a former advertising executive has switch sides in the battle for which foods we put in our mouths.
News Article Summary
Advertisers have been perfecting the art of promoting food, mostly fizzy drinks and fast foods but can they now drive the comeback of vegetables?
“Popeye’s green-veg-fuelled antics were credited with boosting US spinach sales by a third during the Great Depression of the 1930s.”
Currently, only 1.2% of all advertising spend in the Uk food industry is aimed at promoting vegetables, according to campaign group the Food Foundation.
Dan Parker, thinks it’s time to turn the tables and is using his experience as an advertising executive to drive the change towards a healthy plate.
Vegetables have been promoted using the health card by Public Health England, this makes eating them a chore and not something we enjoy.
That is the message behind his charity Living Loud.
For years advertisers have normalised potentially unhealthy habits, like a mid-morning or Mid-afternoon snack or that eating a larger portion is socially acceptable.
Veg has to be fun and appealing not boring and a chore.
With obesity on the rise in the Uk, we can certainly see his point. Fast food adverts could be deemed unacceptable but we don’t see them like that because society has changed.
Previously collectively advertisers must have spent billions to create this time of social change, is it too little too late?
We don’t think so. With some clever creative, like they have planned and using broadcast advertising across a range of media the tide will turn and we’d like to help.
So Dan, we’d like to help drive a healthier change. Include a medium that not crowded with food adverts. That can drive change nationally and impactfully across all demographic categories. We’d love to help and use our truck advertising knowledge & experience for good.
Broadcast Advertising in an Outdoor Advertising Campaign
What is Broadcast advertising
Broadcast advertising seems so simple, you broadcast a message on radio or TV to thousands of people right?
Technically that’s right but in reality, a wide range of advertising can be used as a broadcast medium. It’s about getting as many people to see a message as possible as quickly as possible.
Your interpretation depends on the industry, so within outdoor advertising (OOH), broadcast advertising means broadcasting a brand message across the UK, attempting to reach as many people as possible as quickly as they can.
Outdoor Advertising Broadcast Fromats
Now, remember broadcast advertising is all about getting as many people (Eyeballs) to look at your message over a set period.
Also remember it depends on your creative, for example, a portrait advert fits really well on the truck rear panel, not so great on a 48 sheet.
Other things to consider include;
- Your Timeframe – Some formats have longer lead times and ideal campaign lengths. For example, a time-limited offer that launches today but needs to go in 2 weeks is brilliant for 48/96 sheets, not so great for bus advertising.
- Your Budget – How much do you want to spend? Sure 500, 48 sheets does the job but could 50 fully wrapped trucks in a 12-month truck advertising campaign reach the reach more people more often.
- Frequency – This leads us onto frequency quite nicely, how often do you want your advert to be seen? Traditional outdoor advertising formats may need to be seen up to 2o times before it makes an impact, but this changes based on your message and the format.
- Dwell Time – Some messages a brilliant for a short burst of exposure, other need a lot longer for someone to take them in. Bear this in mind when booking an outdoor format for your broadcast campaign.
How Does Truck Advertising Fit in?
Truck advertising is a fantastic broadcast advertising tool, a single truck on average reaches 55,000 people every single day. Our recent video proved that actually, it could be far in excess of this. Watch Now.
Imagine how many 25, 50 or even a 100 trucks could reach, every day or over the campaign length.
Truck advertising is a true broadcast advertising medium because it reaches everywhere across the country, nearly every demographic and and unavailable and unmissable.
Have we missed something or do you have a burning question?
Traditional advertising isn't dead
We love traditional advertising here at DrivenMedia, in fact despite truck advertising being a relatively new and innovative format to outdoor advertising it is still classed as part of the traditional advertising formats. This also includes digital billboards, TV and newspaper advertising.
Pretty much the only advertising that’s classed as digital is well online based. (We can see how you might be confused with digital billboards, but as these are an upgrade to the traditional outdoor panel and still targets the masses so it is a traditional advertising format). Digital advertising encompasses PPC on Google, Yahoo etc, social media advertising on Facebook, Twitter etc and advertising on websites in general.
Scott’s article in The Drum can be hard to read and understand if you’re not versed in “Ad Land”. So we’ve extracted and simplified some key points that you can take away and use in your marketing plan going forward.
Key Learning Points
The Expectation Vs Reality with Digital Advertising
There is a major discrepancy between expectation and reality with digital advertising. It’s like being promised dinner at a networking event and only having pubs snacks, nuts, crisps and the like. What a letdown.
Scott highlights a recent study by RadioCentre, the body for radio advertising in the UK. Essentially they ranked expectations and the reality with 12 media attributes. The right audience, cost effectiveness etc.
The report found, “there is a clear disconnect between the scale of investment in online media and the value it delivers.” Essentially a re-evaluation of the media mix is needed to help advertisers better achieve long-term brand growth.
Digital Advertising Lacks Cultural Imprinting
Digital advertising doesn’t imprint on the culture of the nation. Scott uses a quote from the social psychology writer Kevin Simle to illustrate his point.
“Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. Whether you drink Corona or Heineken or Budweiser “says” something about you…”
This relies on the brand and its perception being common knowledge, seen and known by everyone. This can’t be done individually but by mass broadcast. Think Picadilly Circus, you have to know that many thousands of other people that you may or may not know have seen it and as a result shifts your perceptions around the brand, product or service.
The result is that we subconsciously choose products and services based on what we think our friends, friends of friends and the general public will think of us by choosing, wearing or consuming that product/brand.
Essentially digital advertising is brilliant for short-term sales activation but rubbish and increasing sales over time though brand building.
Embrace Wastage in Advertising.
We’re taught wastage is bad and we should avoid it. To some extent, it can be bad in advertising too. The number of “rubbish” adverts we’ve all seen over the years is a credit to this, it adversely affected the brand it was meant to promote. Sometimes it’s poor creative, copy or media choice, they’re all important.
However, Scott argues without wastage you can’t achieve the cultural imprinting needed for a long-term upward shift in sales. It’s the wastage that makes the adverts and therefore the brand important.
So rather than being so focused on making sure the potential buyers of your product/service has seen your adverts you should be making sure that these “buyers” or consumers are seen to see your adverts by those around them.
Even digital advertising has wastage, from ad fraud to fake clicks. Scott argues “digital advertising is becoming the marketing industry’s version of fake news.”
The Big Picture
Budgetary Split: Digital Advertising Vs Traditional Advertising
A 60:40 split is still best for driving long-term sales growth suggests an IPA Report.
The IPA is The Institute of Practitioners in Advertising – You’d have thought they’d have a snappier title working with advertisers.
60 of your budget should be spent on long-term brand building perhaps by broadcast advertising via traditional advertising and the rest (40) on short-term sales activation split as appropriate between digital and traditional advertising.
The image Scott uses to highlight his conclusion is below.
Sales Activation vs Brand Building.
Why is the 60/40 split so effective?
Sales activation is vital in the first 6 months, but in the longer term brand building delivers a higher return. Digital advertising is best for direct response advertising and will only take you so far but traditional advertising delivers brand awareness and builds your brand for long-term success.
This graph sums this up.
This has been Team DrivenMedia analysing an article on The Drum, attempting to simplify for those, not in the industry.
You can find out more about the article and read it for yourself here. We encourage you to form your own opinions and challenge us. We’re a bit biased towards outdoor advertising, especially truck advertising.
The article’s author was Samuel Scott, a marketing and technology speaker