How much do we depend on Uk logistics?

What would happen without Uk logistics?

Eighty-five percent of everything we buy, eat, wear and use is moved by a UK-registered lorry or trailer. Without hauliers, we’d be cold, hungry, naked and homeless.

Need we say more?

Uk haulage is critical to every industry, from the corner shop at the bottom of your road getting products on the shelves to housebuilding, getting all those materials from all over the Uk and indeed the world onto site.

Logistics is the glue that holds the economy together and it has challenges to come, which will discuss in a future blog post.

Imagine a world where nothing was delivered or transported between places, that would be a reality without Uk logistics.

Making an national impact

Achieving impact nationally with truck advertising

Creating a national impact with Truck Advertising.

You may know we have a Q&A feature on our blog, answering some particularly tough questions from our customers and potential customers.

The latest addition is “how can truck advertising achieve the scale and impact of a national 48 Sheet advertising campaign? – Effectively asking how do you create a national advertising campaign with truck advertising ”

Now the answer ultimately depends on your budget and your timescales. A 100 trucks with your branding on is quickly going to be seen by a large percentage of the UK population and will do the job. National advertising on a huge scale. But that’s going to be out of range for a lot of businesses, you don’t need that many trucks.

Equally, we need to compare posting times, 48 sheets typically have a posting cycle of 2 weeks whereas fully wrapped truck campaigns have an average campaign length of 6-12 months.

Where do we start to answer this question?

Now, let’s cover a few assumptions. A national advertising campaign focusses on major conurbations such as Manchester, Birmingham etc (Particularly outdoor advertising. We’re assuming it’s broadcast advertising campaign. The locations booked are on busy commuter routes, so likely to be seen at least once a day by commuters either on the way to or from work. High frequency but potentially not high reach as the same people see it a few times.

Using or GPS data we know our trucks are on these roads regularly, take this one for example. Over a month a single truck reached several different cities across the Uk including Manchester, Sheffield and London. Read More – Can Truck Advertising Reach Urban Areas? Essentially one truck has done the job of many static 48 sheets and it’s reached vast swathes of the country static outdoor advertising can’t reach. Truck advertising has high reach but low frequency. Most people will see the truck one maybe twice unless you have 10-25 trucks trucks in your campaign.  Equally, we could argue that a person has to see the truck one to recall the advert as 97 of impacts can recall a truck advert up to 2 weeks after exposure, so you require less frequency than a static poster.

If you need any proof of the Reach and Dwell time of truck advertising, this video sums up how we calculate it and what you can expect. – Reach and Dwell Time Video

GPS tracker Extracts for 1 month

So what does this mean?

It’s not a fair comparison. It depends how you want to define success with your national advertising, is it brand awareness, the number of times a specific action was performed or the reaction on social media.

This outcome will decide which format of OOH advertising is best for you for your national advertising campaign.

If you’d like to learn how truck advertising can support your national outdoor advertising efforts. Get in touch with the team, they’d be happy to help.

Email: [email protected]

Phone: 01332 416 449

Driving time target

5 hours a day, 5 Days a week.

GPS Tracking

DrivenMedia has a 5 hour a day, 5 days a week driving hour promise, but how do we know what hours our trucks do and what happens if they aren’t met?

All our campaigns are tracked with our own system of GPS trackers, it’s how our hauliers are paid and how we know how many hours they are doing on the road.

Simply put our hauliers only get paid when they drive your campaign for long enough.

So when they don’t your campaign is automatically extended by the period that’s missing so neither you or the haulier miss out.

That’s our driving time guarantee.

Trucks, Trailers and lorries What’s the difference?

Trucks, Trailers and lorries: What's the difference?
Image of a Motorway at dusk

It’s hard to tell the difference between a truck, trailer and lorry when you’ve not come across them before. That’s before you add in trucker terms such as tautliner or rigid.

Here’s how to spot the difference and impress your colleagues.

  • TRUCK

A truck is a colloquial term for a heavy goods vehicle, it’s originally an American term. So a truck is a trailer (and cab) as well as lorry.

  • TRAILER

A trailer requires a cab or tractor unit to move. All available space is used to accommodate cargo. Sometimes called a HGV (Heavy Goods Vehicle). Usually used to transports cargo long distances due to its size and resulting weight.

DrivenMedia’s Branded Trailer
  • LORRY

A lorry is a self-contained unit, with space for cargo and cab all attached together. Sometimes called a LGV (Light Goods Vehicle) Usually used for smaller deliveries or into urban areas as it’s smaller size allows it easier access into these tight spaces.

DrivenMedia's Branded Lorry
DrivenMedia’s Branded Lorry

Why we track the trailer and not the cab?

Why we track the trailer and not the cab?
Hand holding a phone, with a location highlighted.

This is one key differentiation between DrivenMedia and our competitors, we have our own system of GPS trackers attached magnetically to the haulier’s trailers whereas our competitors rely on the hauliers own telematics systems normally installed in the cabs.

  • Accuracy

You’re only interested in where you’re trailers been, that’s where your advert is and that’s what you’ve paid to be on. Cabs and trailers are two different things, and the combination of trailers and cabs changes every day. Also with GPS tracking on the cabs, you don’t know which trailer has been attached to the cab if any, so it’s harder to identify exactly where your trailers been.

  • Accountability

Using our own GPS trackers allows better accountability of your advertising campaign, not only for the accuracy of reporting but it allows you as an advertiser to log in at any time and see where your campaign is and where it has been. We like our advertisers to stay on top of where their campaign is.

  • Ease of Access

All your data in one place, what’s easier than that? As we run campaigns across multiple hauliers we can ensure all your tracking data is in a single location. Using hauliers own GPS data you may have multiple logins into multiple systems.  You only need to learn to use one system which is much simpler and easier.

  • Final Thoughts

Yes, investing in our own GPS tracking trackers and software increases the cost of our campaign to our advertisers but we believe it’s worth it as it aligns with our vision: To make truck advertising an accountable advertising medium.

If you’d like to take a look at our GPS tracking software, book a meeting with one of the team. 

Email: [email protected]

Phone: 01332 416 449.

How do track your campaigns?

How do we track our truck advertising campaigns?
GPS Extract from December for one of our campaigns.

When you book a mobile out of home advertising campaign it’s important to know where it is at all times. After all, you paid for it to be out on the roads.

At DrivenMedia all our campaigns have a guaranteed minimum drive time of five hours a day, five days a week and all are tracked with a magnetic GPS tracker placed onto the campaign trailer.  Our GPS trackers are set to record location every 10 minutes to maximise battery life and give you an accurate overview of the route taken by the truck.

All our clients can access GPS tracking date from their campaign at any time and receive a monthly GPS tracking report prepared by one of our team.

Why are our GPS trackers placed on the trailer and not the cab? Find out in an upcoming blog.

Truck Advertising Lead time

What's the lead time for a truck advertising campaign?
Ed stands in front of a campaign mid-installation.

This is a question that we are commonly asked by our customers, various factors influence lead time but the main factor is the truck advertising format you choose for your outdoor advertising campaign.

Just so you know our campaigns are built to withstand the harsh road environment and have a lifespan of much longer then you’ll need them, typically five years. Why’s that? So you can extend your campaign without needed to pay for production again.


OUR OUTDOOR ADVERTISING FORMATS

  • Full Wraps

On average our full wrap campaigns, take three weeks from artwork confirmation to being installed and being ready to go. The slowest element of the process is the creation of your trailer curtains as these have to be printed, lacquered, internal webbing stitched in and the buckles attached.

  • Rears

Rear only advertisements are much quicker to install, they are just the back doors after all. As this just digitally printed vinyl, it can be printed under 48 hours and be on your truck within a week.


OTHER FACTORS

Other factors that influence the lead time of your campaign include;

Before Artwork Acceptance

These are the stages before our official lead period, that you might want to take into account.

  • Artwork quality

Artwork tends to be the main delay in launching campaign, this why we have an artwork proof stage and is no longer part of this process. A truck is a massive space, bigger then you think. We’re here to help if you’re stuck, we want your campaign to look fantastic after all.

  • Planning

Booking your campaign in advance especially the larger ones allows us to optimise our production process to minimise delays in getting your campaign on the road.

During The Print Process

  • Campaign Payment

We normally won’t launch a campaign unless your campaign has a been fully paid up. This is because of the short-term costs we face when purchasing all the materials to launch your campaign, launching your campaign without payment puts extended pressure on our cash flow.

Of course, if you’re having issues paying for your campaign, talk to us we’re a friendly bunch and can go ahead with a guarantee or delay your campaign without further costs.

  • The number of advertising trailers in your campaign

Having more trailers means we can bulk manufacture your campaign meaning your campaign can be optimised through the production process and reducing the lead time of your campaign on a per trailer basis.

  • Hauliers

During some busy periods of the year, like just before Christmas, we struggle to get a hold of your trailers to install your advertising material because they’re just so busy.


If you still have a question about lead times, get in touch!

Where does a truck advertising campaign go?

Where does a truck advertising campaign go?

Where will the trucks in your campaigns go? Simple question and the answer depends on what area you’re looking to cover, national or regional.

National campaigns can cover the Uk as a whole, mainland Uk (England, Wales Scotland) or even the UK and ROI. Based on your decision we will allocate your campaign around multiple hauliers across your chosen area. E.g for a twenty-five truck campaign covering the UK and ROI, the allocation could be, five ROI, three NI, three Scotland, three Wales, four North West/North East,  three Midlands and four London and the South. Obviously, this could change for your campaign and trucks in the Midlands may have coverage across the South of England. We split your campaign to ensure equal coverage across your chosen regions. See some of our haulier locations at the bottom of this blog.

Regional campaigns such as across the Midlands work on a similar principle, if the area is large enough we split your campaign so, in this case, two hauliers, one in the West Midlands and one in the East Midlands.

So starting location sorted let’s move onto tracking their mileage, now we could use the hauliers own Telematics system, but this only track the cab element of a trailer and cab system, your campaign is on the trailer. You can’t tell which cab took which trailer. The is the reason we use GPS tracking units attached to the trailer and give you access so you know live where your trailer is.

Fancy taking a look where some of our trailers have been? Get in touch.

T: 01332 416 449

E: [email protected]

Questions you want answering

What Questions Do you Want Answering?

How Much Does Truck Advertising Cost?

How Much Does Truck Advertising Cost?
Ed stands in front of a campaign mid-installation.

This is one of the most common questions we get asked and the answer really depends on what you are looking to do.

For instance, the price varies based on some of the following factors;

  • Campaign Length  

Truck advertising is going to cost slightly more the longer you run it, unfortunately, our hauliers don’t allow free use of their fleet.

The flip side, of course, is more people will see your advert the longer you run it.

Our experience shows us that rear only format campaigns should be run for a minimum of 3 months and full wraps for a minimum of 6 months.

  • Number of Trucks

Depending on the area you’re looking at, multiple lorry adverts means a far more effective advert as more people are seeing your campaign and there is a greater chance that people will see your campaign multiple times.

Do remember when booking any form of advertising multiple impacts may be needed to have the desired effect. Brains work in mysterious ways!

We’re more than happy to advise a number of campaign trailers based on your desired campaign weighting. (Light, medium, heavy, super heavy etc)

  • Truck Advertising Format

As touched on truck advertising has multiple formats, our most popular include; fully wrapped trucks, and rear only campaigns.

A fully wrapped truck comes with two impressive branding spaces on the side of the lorry for passing traffic and a rear panel for traffic following behind. It’s the best space to get your self-noticed as the truck looks and feels like your own. As you’d expect production and rental costs are higher, but they are more cost-effective in the long run with a cost per thousand lower than any other format.

A rear only campaign is what it says on the tin, just the rear doors. Doesn’t seem much but thats until you realise they have an impressive dwell time of 48 seconds at a time when drivers following behind are extremely receptive to advertising. These are perfect for launching trial campaigns to test the motorways as they have a quicker return on investment.

  • Campaign Area

Normally for simplicity, we like to keep our pricing the same regardless of where your campaign targets, however, be aware that campaigns across the south of England may have a higher price per trailer. When booking we will advise based on your requirements and budget.

 

As you’ve just learnt there are lots of elements to consider when putting a price together for your campaign, and that’s just the basics. The best way for us to create a campaign is to speak to you over the phone. Why not give us a call today on 01332 416 449 to discuss your requirements.

Any Questions?
contact us