Why your brand should have national reach using truck advertising

Why your brand should have national reach using truck advertising

Image of a Motorway at dusk

Most of us use the road to commute to work, but how is your advertising reaching these motorists and why would you even want to?

Nowadays brands often have mass appeal, and to grow your awareness and reach you need to have national impact.

This blog post will explore why you should be targeting motorists and explain what you’re missing out on by not being in this space, as explained in this article by Platomar.

First off let’s explain the ‘space’ we’re talking about; the UK’s major road network. Effectivity one of the most densely populated spaces in Europe, as space where we on average spend more than 24 hours a year stuck in traffic.

Driving is a repetitive and monotonous task, it’s in an unstimulating environment and your brain is craving for something to look at (and that’s while your speeding along- just wait till you add in traffic!)

The audience we reach is highly receptive to traffic for this very reason, your brain doesn’t even realise you’re doing it.

This audience is a massive 66% of us who commute daily to work by car. Source: RAC Foundation)

It’s a space and audience that is hard to reach with traditional media options, unlike the traditional media environments. How many car insurance adverts do you see on TV or hear on the radio?  – They all merge into one over time.

So how might you as an advertiser reach this space?

With truck advertising of course.

Truck advertising moves with the traffic flow, enabling your advert to be in the middle of all the traffic hotspots where traditional OOH just can’t get. (Have you noticed all the roadside billboards seem to be nowhere near where your normally stop in traffic)

Truck advertising has multi-locational reach, meaning you can target a wide area without the expense of TV or the planning required with traditional outdoor advertising.

Best of all truck advertising is overlooked on most media plans meaning we can offer you exclusivity and access to a hugely powerful space that your competitors have overlooked.

What’s the cost? A lot less than you think! A small campaign can cost as little as 75p per thousand impressions.

Interested in finding out more? Get in touch

Email: [email protected]

Phone: 01332 416 449.

Ways you can reach a motorway audience

Looking to reach the motorway with your advertising?

Looking to reach the motorway with your advertising?

There’s no better medium than truck advertising, the medium that gets in the same traffic as your ideal client.

unmissable impact, high reach and extremely cost-effective.

But how else could you reach those on the motorway?

Service Station Adverts

Get people as they go to the loo or refuel (Themselves or the car), but what happens if they don’t stop?

In our view, it doesn’t reach enough of the motorway audience to be efficient on its own.

An epic combo would be to use truck advertising to hit everyone during the traffic and a knockout blow of service station adverts as they rest and try and outwait the traffic.

Motorway Adverts

A grey area of the law, old trailers parked in farmers fields with adverts on.

Are they in the places you need them? – Probably not.

How do you know they’re going to be looked after?  -Probably not.

Is it worth the risk? That’s up to you.

Get your adverts moving with the traffic with DrivenMedia.


As we’ve mentioned before truck advertising has a great synergy with radio advertising.

But radio requires you to be listening to the right radio station as that’s assuming you have enough signal, most motorways are in the middle of nowhere, miles from the nearest transmitter, all it takes is a hill or a few trees and *crackle*, *Pop*, *hiss* during your advert.

Get the ultimate combo, a big truck to drive home the message that’ll hear another time.

Truck Advertising

Saving the best for last, although we are very biased!

Truck advertising can spend up to 90% of it’s driving time on motorways, hitting over 55,000 highly receptive motorists during this time.

They’re impactful and hard to miss, with a 97% recall rate.

What other medium hits motorists like truck advertising?

medium comparison

The complete guide to advertising medium comparison.

Medium comparison, it feels like your comparing apples and oranges sometimes. Some mediums are easier to compare to truck advertising than other.

Outdoor advertising mediums, 48 sheets, bus advertising and indeed truck advertising fall into this category, are far easier to compare as they have similar statistics which makes a medium comparison easier.

TV or radio advertising is far harder to compare to truck advertising and to make the medium comparison fair we used five key areas of comparison.

These are; cost efficiencies, the advertising area you get for your money, the coverage you get, audience demographics and key statistics. Followed by a summary giving you a quick overview of each area.

We will examine each area closely later in this medium comparison guide but first, let’s look at the mediums we’re comparing truck advertising too. As already mentioned each medium has it’s own post, so click on it below to be taken there.

48 Sheet Advertising

96 Sheet Advertising

Tube Advertising

Bus Advertising

TV Advertising

Radio Advertising

Why did we make a medium comparison to these formats?

Quite simply these mediums are popular with advertisers looking to broadcast a message as part of a broadcast advertising campaign.

They are universal, everyone in the industry and with the exception of 48 sheets and 96 sheets even those outside the industry knows and understands how each format works. If I said billboards, not necessary there size then the general public would then understand.

This universal nature has lead to a certain extent of standardisation in terms of size and cost of each format, which makes a medium comparison easier.

They are widely used by a range of advertisers who are overlooking truck advertising who could be using it.

Each format is widely available with the exception of tube advertising.

Cost Comparison

A medium comparison has to include something about cost, specifically the cost efficiency of the medium. I.e how much does it cost you to reach 1 person.

In media the standard cost efficiency measurement tool is Cost Per Thousand  (CPM or CPT), you can read how it’s calculated here.

CPM is basically how much does it cost you to reach a thousand people including all production and rental costs. Clues in the name really.

The lower the number the more cost efficient the medium.

Cost is a key consideration for any medium comparison, why spend £20 to reach 20 people when you could spend the same amount, 40 people. Other things come into play but when advertising you want a medium that can deliver results that is not costing you the earth.

Cost Per Thousand (CPM) of truck advertising
Cost Per Thousand (CPM) Comparison

Why Compare Advertising Area?

Advertising area is the amount of space you get for your money.

Normally advertisers want to make the biggest impact with their budget, which typically means 96 sheets over 48 sheets. Bigger billboards in this example potentially means more people have an opportunity to see it and as it’s bigger have a higher chance of taking that fleeting glance because something pips their interest.

With non-outdoor formats it get’s harder to compare, we’re heading into apples and oranges territory here. It’s really tricky to compare the space of a billboard vs the space on TV. For TV you want to get in front of an audience for as long as possible.

By using advertising area as a comparison in our medium comparison, we’re highlighting the mediums that have the best space efficiency. They get your creative on the biggest space possible.

The larger the advertising area the more you get for your budget.

With truck advertising, this is something we’ve touched on it before in our blog. Each individual medium comparison includes an in-depth look a truck advertising vs the medium we’re comparing it too. So don’t think you need to have a look beforehand if you’re short on time.

Just so you know our trucks have an average advertising area of over 86m.

You can see the full side by side comparison to various formats here.

Why Include Format Coverage Area

Coverage area is all about the areas you can reach with that particular medium. How wide or small can you target with each individual advertising medium.

With all formats, this is quite easy to measure. Billboards can be placed in certain geographic locations around a city or across the country and equally TV advertising can now be targeted at specific postcodes or the UK as a whole.

How targeted you need your campaign depends on many factors including among others;

  • Your brand – Can you supply or deliver nationally or regionally.
  • Your campaign objective – are you specifically targetting one key area and focussing your resources there.
  • Your audience – where is your key audience likely to be

Each format and advertising area has its own demographic makeup, which is handy as this is up next.

So why does our medium comparison guide include coverage? Because each advertising medium reaches the different environment and can be used for different campaign types. it’ important to understand this before you book a campaign. How flexible can it be to support different needs and how does it change things?

With truck advertising, for example, trailer reach a national audience whereas lorries reach a more regional or local audience. So already two different audiences, motorway or urban centres with two different datasets. For clarity, we’ve included a best-fit approach in this section.

Trailer and lorry advertising area

Demographics - The Obvious One!

Demographics are key to any campaign and that’s why it’s in our medium comparison guide.

Demographics is essentially the profile of people you’re reaching. On a basic level, which demographic category do they fall into. A, B, C1, C2, or D. An industry standard clasification.

Most if not all advertisers go for the ABC1 category as they have a higher level of disposable income and thus are more likely to buy and buy in higher volumes in some cases.

This section highlights the type of audience you’re likely to reach with each medium. Ideal for a side by side medium comparison.

Comparing The Key Statistics of Each Medium

Key statistics is a catch-all category if it doesn’t fall into any of the above categories but is important to consider this is where we mention it.

Normally this is statistics on the number of daily impacts, dwell time or recall for each advertising medium.

This ensures we don’t miss out valuable information key to helping determine which format might be best.

Time To Compare Truck Advertising To Other Mediums

You’ve read how we’ve compiled our guide to medium comparison and why we choose to focus on the areas highlighted above.

To summarise these are; the cost efficiencies of the medium, the advertising area you get for your money, the coverage you can choose, audience demographics and key statistics with each medium.

Now it’s time to see how truck advertising stacks up. Click a format below.

48 Sheet Advertising

96 Sheet Advertising

Tube Advertising

Bus Advertising

TV Advertising

Radio Advertising

Have We Missed Something In Our Medium Comparison?

If you think we’ve missed, overlooked something or think we should add another medium to compare

Get in touch and we’ll happily add to our medium comparison guide.

Radio Advertising

How does Truck Advertising Compare to Radio Advertising?

Radio Advertising

Radio advertising brilliant for getting people on their way to work and whilst they are at work. We at DrivenMedia belive radio advertising and truck advertising have huge synergies as explained here, especially when targeting motorists.

This is when DrivenMedia’s guide comes in handy, it compares truck advertising to other common formats, in this case, radio advertising.


We’ll look at;

  • Cost Efficiencies
  • Advertising Environment
  • Target Coverage Area
  • Demographics
  • Key stats (Reach and Dwell Time)

Cost Comparison

DrivenMedia’s truck advertising campaigns are 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.

Looking at radio advertising it has an average CPM of £5

This means per pound spent you get 6 times the reach with truck advertising. Your advertising budget goes further with DrivenMedia.

Advertising Environment

With radio advertising being well on a radio be it in your car or at work, it seemed unfair to compare the size of adverts, as it depends on the size of your chosen listening tool!

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, mostly whist commuting. Trucks by there nature are huge so naturally are unmissable on your drive.

Just how big are our adverts?  

Radio advertising reaches people whilst driving and whilst at work, it depends on everyones personal tastes to which stations they tune into, which could pose a problem as they have to be listening when your advert is on.

When you look at listing figures the Financial Times suggests 76 of all audio consumption is via live radio.

But how receptive are you to the advertisements you hear on the radio? The radio is often on in the background so what your listening too often goes in one ear and out the other. Can you tell me the last song you heard on the radio?

Coverage Area

These are two completely different mediums, which makes them hard to directly compare. One is outdoor and one is audio.

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 if 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.

Trailer and lorry advertising areaRadio advertising has broadly the same split, you can target The Uk as a whole as well as individual broadcast areas, depending on the coverage area of the antenna. Your selection heavily affects the cost.  A national campaign will cost more than a regional one for example.


As we’ve established truck and radio advertising reach broadly the same people at potentially the same time, which is what makes them work well together.

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.

Find out more about the audience DrivenMedia can put you in front off.

Radio advertising can be more focused as there are numerous stations with their own demographic. There are 339 DAB stations alone. So your station selection will heavily affect this. Classic FM has a completely different audience from Capital FM (Other brands available).

Key Statistics - Reach and Dwell Time

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.

Why did we film it? 

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.

Radio Advertising depends on the timings you choose, the midnight – 2 am slot while cheap isn’t going to reach a lot of people yet the drivetime (morning or afternoon), you’re going to have a huge potential audience.


In the battle of radio advertising vs truck advertising, truck advertising has come out on top.

  • Truck advertising has a higher cost efficiency, costing on average £0.75 per thousand people reached.
  • 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 and dwell time of truck advertising is far superior to radio advertising.
  • Although we still maintain a truck and radio advertising synergy is unmatched.

complementing Mediums

Why Radio works brilliantly with truck advertising

When you think about radio advertising and who it reaches regularly. We bet your answer would be those driving. What better way to pass the time than “head banging” to your favourite tunes while on your commute.

It’s this that makes truck advertising so uniquely positioned to complement radio advertising.

Truck advertising is on the road with them, around them in that very traffic.

So your audience will hear your brand and then see your brand at the same time.

Just think about it, DrivenMedia put’s your brand in front of a highly receptive audience on their commute.

You then get into their head and are constantly reminding them of your brand/products or offer for the rest of the day and beyond.

A person is far more lily to act after seeing an advert on multiple mediums because we’re all different. Some people take in radio adverts better than billboards and visa versa.

They’re motoring along, truck advertising being really receptive get’s your brand into their head and radio reinforces the message.

Any Questions?
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