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"The New Kid on the Block Grows Some Teeth"
Digital Graphics, November 2003
TruckSide vehicles provide an alternative out of home medium that increases exposure to targeted demographics at the lowest CPM in the industry
Hearken back to days past, to a simpler time, when
advertising options included radio, newspapers or magazines. Alas, those
days are no more. Aside from
radio and print, you now can choose from network or cable TV, direct mail,
park benches, telemarketing email blasts – heck, you can even buy advertising
on ski lifts. And you’d better not overlook truckside advertising,
because if the pundits are right, this new kid on the block has earned some
credibility and real teeth. Truckside advertising, it appears, has grown
up to become a mature player in the modern advertising mix.
For a little affirmation, just visit the Outdoor Advertising Association of
America website (www.oaaa.org) The OAAA,
which is nearly 1,100 member companies strong, has this to say: “Over
the past few years, the outdoor advertising industry has evolved into a rejuvenated
media force… that’s poised to compete aggressively in the 21st
century media fray.”
According to Sam Kaplan, VP of sales and marketing for Mobile Ad Group of
New York City (and a member of the OAAA’s Marketing Committee), “Today
my phone rings with new business inquiries because we planted the seed and
now it’s growing. And the reason is that truckside works. The media
buyers themselves know. This is something that has been five or six years
in the making.”
But what Kaplan makes clear is that he doesn’t want to talk about the
past. The story, he claims, is what is happening today.
“Now we’re talking about Arbitron (radio ratings) and the guys
at Nielson (TV ratings). These are the companies that provide the accepted
price quotients for broadcast advertising. They have seen growth in truckside
(advertising) while others mediums have stagnated, and they’re doing
something about it. As soon as the fourth quarter of next year, a ratings
system will be in place that will rank test markets in the U.S. for mobile
outdoor advertising.”
FACT OR FANTASY.
Does truckside and mobile billboard advertising really work? Kaplan, who, after
all, sells these mediums, is convinced. But take a gander at a tick list of current
truckside advertisers: AT&T, American Express, IBM, McDonald’s, Procter
and Gamble, Delta Air Lines, Skyy Blue, Cadbury Shweppes…
Now, a skeptic might argue that at an approximate CPM (cost per thousand impressions)
of 80 cents, these heavyweights have so much money padding their coffers that
the prevailing sentiment within the inner sanctum of each may be a derivation
of don’t sweat the small stuff. But Kaplan provides examples that reveal
a more complex story,
“
Delta Air Lines,” says Kaplan, “wanted to impact the business traveler,
who typically is difficilt to reach with traditional advertising. This person
is a very important part of Delta’s business, and is really the backbone
of the travel industry, especially in the post-9/11 environment.
“
With mobile advertising we can reach travelers at terminals and also at fractional
leased jet parks (where corporations spend lots of money to transport busy
executives). So, versus going into Barron’s or other business publications,
Delta decided to reach this audience directly where they are traveling and
doing business. Here is a pinpoint targeting method that is very cost effective
when measured against broadcast mediums, because we are able to impact specific
demographics exactly where they are.” |
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