Make Mobile Billboard Advertising Effective With Data Analytics
By Aaron Tao, 6/6/18
In 2017, out of home (OOH) advertising spending reached $7.7 billion, an all-time record. Against the backdrop of traditional media decline, OOH and the technology sectors have formed a symbiotic relationship. According to the Outdoor Advertising Association of America (OAAA) President & CEO Nancy Fletcher, “OOH is growing because it complements digital media by priming search, mobile and social engagement.”
Four of the top 10 OOH advertisers are tech companies: Amazon, Apple, Google, and Verizon. Netflix is number 11, and recently made a bid to purchase a major billboard company in Los Angeles. With digital advertising wells drying up thanks to GDPR, all those marketing dollars have to go somewhere. The tech industry has already invested heavily in OOH advertising, and given the new legal landscape, OOH spending will surge even more.
Billboards are still the dominant outlet in OOH advertising, and for good reasons. Billboards have great reach and visibility, and are unaffected by the many issues that handicap online ads. A billboard cannot be blocked, skipped, or taken over by bots. Furthermore, billboards are unaffected by the GDPR crackdown on the collection and use of customer data.
It makes sense for OOH advertisers to take advantage of those opportunities and even experiment with a variant: the mobile billboard, which the OAAA defines as a “truck equipped with one or more poster panel units. The truck can either be parked at specified venues or driven around designated localities.”
- 97 percent of survey respondents recalled the ad on the truck.
- 98 percent thought the ads created a positive image of the advertiser.
- 96 percent thought fleet graphics had more impact than billboards.
Recently, the Abraxas team interviewed Rod Collins, the CEO & Founder of Bulldog Mobile Billboards who elaborated in-depth on the advantages of mobile billboard advertising:
“The ability to have a mobile billboard near to a retail location provides significant lift to in-store conversions and efficacy of the advertising campaign, because it is a significant highlight of the advertiser's physical location.”
Mobile billboards are also more customer-centric than traditional stationary billboards. Mr. Collins proudly recounts that “my clients provide me with the routes and demographics that they want to advertise to.” With custom targeting, mobile billboards are able to mimic a key feature of online advertising: the ability to target ads to a broad or specific demographic as the marketer wants by geographic location.
The last part of the equation though is still missing: knowing an OOH advertising campaign’s ROI because OOH owners are unable to state which impressions converted into the advertiser’s store (what Abraxas Technology is the best-in-breed at doing).
With the convergence of traditional OOH and the digital realms, it is only natural for OOH advertisers and owners to desire real-time analytics for their marketing campaigns.
Abraxas Technology was founded for very purpose of bridging the best of both worlds. OOH advertising is still king in terms of reach, visibility, and room for future growth. With our proprietary technology, we combine the advantages of OOH with the real-time metrics and analytics of digital marketing to measure actual conversions.
Specifically, we provide an online dashboard similar to Google Analytics to OOH owners and advertisers to help them determine the most valuable advertising locations and times of day, and measure advertisement effectiveness by correlating views with consumer behavior. For a mobile billboard advertiser, this is a dream come true given trucks can cover vast areas with different customer demographics.
Using the Abraxas dashboard, a mobile advertiser gains unique insights into customers:
- Accurately measure impressions, frequency, and exposure duration time.
- Conduct A/B testing with real-time data.
- Measure traffic and storefront conversions.
Benefits for Mobile Billboard Advertisers
Benefits for Mobile Billboard (Truck) Owners
● Access to real-time data and analytics to identify the best media.
● Access to ABRAXAS’s proprietary data to make your media spend more effective.
● Correlate ad engagements with in-store traffic.
● Improved validation can yield increased ad-spends of up to 20%.
● Identify which billboards are most effective for each advertiser.
● Increase revenue channels by becoming a reseller.
As Rod Collins correctly stated, mobile billboards are uniquely positioned to boost a brick & mortar store’s profile when they are close to its physical location. Now they can be made even more effective when data analytics reveal the specific number of conversions as a result of that ad.
Let us here at Abraxas make that a reality!
Aaron Tao is a Product Manager with Abraxas Technology.
Reach out to us today if you want to begin providing relevant data to mobile billboard advertisers. Email Irene.Velasquez@abraxastechnology.com.