An Innovative Advertising Tool Making a Splash In the Market
We have all seen the big trucks on the street in major
metropolitan areas and large cities. But does mobile billboard
advertising really work? The answer is an astounding YES!
While mobile billboard advertising has not been around very
long, the research is in and overwhelmingly positive. With
mobile marketing campaigns, you have a proven system that
generates targeted traffic to your potential customers. Read the
following excerpts and case studies for more information about
this unique way to capture your customer's attention and build
brand loyalty.
Perception Research Studies, in a study commissioned by the
Outdoor Advertising Association of America, found that: 70% of
boards within the passenger's field of vision were examined. Of
this group, 63% of boards are likely to be read. 26% of
respondents stated that advertising would influence their
purchase decision.
When it came to Tri-Action signs it was found that: 91% of
passengers examined the Tri-Action, with 87% likely to read the
message.
In their study on mobile advertising, 3M found that 91% of the
target audience noticed text and graphics on truck advertising.
Market research conducted by the Transportation Advertising
Council Of America and published in the July 2002 issues of
Outdoor Advertising magazine revealed that ad messages on
outdoor mobile billboards have a 97% recall rate, and that 96%
of respondents said mobile is more effective than traditional
outdoor advertising.
As reported in the Sings of the Times October 2000 issue,
transit messages affixed to moving vehicles are becoming
increasingly popular among outdoor advertisers due to "the
constrained message processing time and variety seeking
customers" -Outdoor Advertising: The Brand Communication Medium
of the 21st Century
A study in the beer industry measured consumer awareness and
sales between static and moving billboards. Respondents recalled
the static billboards 43% of the time, however, 94% of the
respondents recalled the moving billboards. In addition, 80%
recalled the specific advertisement. Of even greater importance,
static billboards resulted in an increase of sales of 54%, but
moving billboards resulted in an increase of sales of 107%. -
Product Acceptance and Research, Inc. Washington, D.C.
Messages on outdoor mobile billboards have a 97% recall rate. -
RYP & Becker Group
Approximately 80% of all consumers are out of the home during
the majority of the day from 9am to 3pm. - Simmons 2002 Fall
Study
Studies show that 96% of the viewers of mobile outdoor
advertisements say they have more impact than a static
billboard. - American Trucking Association Study
The advertising effect of being on one side of a Tri-Action sign
is 4.3 times better than being on a static sign. - Capital
Communications Group
Approximately 30% of mobile outdoor viewers indicate they would
base a buying decision on ads they see. - American Trucking
Association Study
Quotes on mobile advertising:
"The dazzling graphics and high-tech imagery used on trucks
today are garnering local and national media attention. Many
brands, including McDonalds, Saab and Sprint PCS have
successfully implemented mobile billboard advertising campaigns
in the past 18 months to reach their target audiences where they
work, play and congregate." -Signs of the Times: Advertising on
the Go
"Billboard displays using motion have been determined to be the
most effective advertising in both product sales and consumer
awareness." -The Point of Purchase Institute, Washington, D.C.
"In the out-of-home advertising industry, scrolling billboard
displays are the most effective form available, boosting product
and name recognition fifteen times greater than anything else
available!" -The European Outdoor Advertising Association,
Zurich, Switzerland
Mobile Advertising Test Case:
Case Outline: The Association of Mobile Advertising (AMAC)
recognized the need for independent research to evaluate the
effectiveness of mobile advertising, which could be made
available to clients and agencies. To evaluate the effectiveness
of mobile advertising AMAC developed a bogus campaign. The
campaign advertised a fictitious brand of dog food - Boomerang -
which was invented solely for the purpose of the evaluation
exercise, and importantly, it was a brand that the general
public had no prior knowledge of. The campaign was "launched"
during the week beginning 22nd May. Three mobiles were involved
in the campaign and each mobile carried a double-sided
advertisement for Boomerang dog food. AMAC wanted research to
assess the effectiveness of mobile advertising in terms of
measuring the level of awareness of boomerang amongst residents.
Executive summary: The mobile advertising campaign was very
effective in promoting awareness of boomerang amongst
respondents At the most optimistic scenario awareness of
boomerang increased from 0% to 32% amongst those who were
interviewed. Evidence suggests that awareness of the mobile
advertising for boomerang tended to be higher amongst males and
respondents aged between 18 and 34 There was a high proportion
(74%) amongst those who were aware Not only is it imperative to
find new ways to advertise your business, it's also important to
find ways to advertise that can set you apart from the
competition.