A marketer is someone who seeks a response- attention/ purchase/ donation.
The marketing industry must have been in awe of the coming of Static Billboards. The great visuals with huge sizes & with the ever-increasing number of automobiles bringing the majority of people on roads these billboards must have been an instant hit. However, the static billboards have now come of age mainly due to negligible innovations possible on it. Also, as the consumers came to hate the idea of explicit marketing, the static billboards have lost their sheen. As most consumers now feel that they are swamped by ads from all sides, there comes a need for a change, truck advertisement – mobile billboards as we call them, come into the picture.
Majority of marketers have come to accept that Static Billboards have now become traditional and too common. Better innovation & unconventional media channels need to be chosen for OOH Marketing. While transit media was chosen to be the next big thing in OOH industry, marketing on buses, especially the public buses got its own share of problems. Of course, marketing on buses provides many viewers along a fixed route every day, the quality of impressions is under doubt. The ads are often covered with dirt & are not easy to understand in one glance.
You might have experienced this. You saw some ad piece on a bus, but you couldn’t see the whole picture because of the field of view; required to get the visual in one view; was too large. Then the bus started moving in the other direction & the value of the ad effort was lost.
This is a major marketing failure which many professionals are unable to realize because this marketing channel has been in use for a long time now & old habits die hard.
On the other hand, a totally new marketing segment of Transit media- Mobile Billboards are swiftly catching momentum. While the area provided for marketing is approximately equal by Mobile Billboards & Buses (40sq ft), what varies is the understandability of the ad. The ads on the Mobile Billboards can be understood at one glance which the buses fail to do because of long length & narrow width. Also, the Mobile Billboards create an impression that the vehicle belongs to the brand & is out on road to make deliveries thus creating a highly sought-after brand impression. On the other hand, ads on buses are like static hoardings & are a part of explicit marketing in front of audiences which are already against the ads being thrown at them always. Mobile Billboards provide the freedom of maintaining a TG connect along with numerous innovation options. These Mobile Billboards have a reach into the dense of the city where hardly any other OOH media reaches.
The ads placed on the Mobile vans under Rolling Banners act as an extra source of income for the drivers or fleet owners & thus these ads are maintained well which is not the case in public buses. Due to no incentives, the ads are seldom maintained.
Marketing on buses gives the distinct advantage of regular impressions due to being on the same path every day. But what we fail to consider are the numerous potential consumers who are left aside without any considerations. The Mobile Vans (generally being the e-commerce delivery vans) move deep into the societies to make deliveries & meet people from the upper-income group & HNIs & while on road they meet the eyes of people from all backgrounds. The Mobile Billboards, not being on a fixed path, create doubt in the minds of marketers. However, with technology-driven solutions provided by Rolling Banners, a fellow marketer can relax as we provide real-time & geographical tracking data which is shown in the form of Heat Maps. Heat Maps have been created by us to create an easy understanding of the data.
These Mobile Billboards while portraying an image of a lot of business being done by the brand, also create a positive image in the minds of people seeing the ad on the vehicle, that others are buying this brand, I must also do the same. Undoubtedly, what every marketer hopes to achieve.
The surrogate advertising done by Mobile billboards is just one aspect of it. Mobile billboards also offer very creative adaptations to artwork and even the vehicle body itself. The vehicle itself can be given a form of a huge Soap (FMCG) or can carry a huge beverage bottle on its back or the Ad on the vehicle can be made backlit. These countless innovative options around this medium make it the most promising advertising medium for outdoor activation.