The
Last Captive Audience In America (Is In The Vehicle Next to You)
Marketing
To A Mobile Age | Part One
For
Brands and the Agencies that represent them – what may seem obvious
– is that the most valuable prospects are those with jobs and
careers – the ones that head out into the world to earn, live and
spend.
They
are nearly half of America on any given business day. The worker bees
of any community - all heading for the hive to begin the days labors
- the blood flow of the communal body. Shuffling to and from work or
school, shopping. dining, dropping kids off, picking kids up, running
errands, seeing doctors, mechanics, movies, shows, biking, walking,
etc. - greasing the wheels of U.S. commerce. The consumer half of a
society that would grind to a halt without their contributions. This
employed person would seem to be a most esteemed and targeted group –
I would call them a high quality lead in the sales world.
And
yet - the underlying paradox has always been - Why does a Medium that
reaches nearly 95% of the Population Receive only 5% of the Ad
Spending?
While
I do understand the enticement that the digital world offers as far
as a mathematical precision of targeting and engagement and
measurement - tracking tools the traditional mediums simple ROI
equation could never satisfy - I do not understand the chasm in
spending when the Reach Factor is so Vast for OOH.
The
OTHER Mobile Media
The
American Commuter now has the entire Media world within hands reach –
all digitalized for easy access – From your Smart Phone - you can
Stream TV,Videos and Radio, Surf the Web and Read the News, Email,
Locate a Business, find Apps for anything, purchase anything, check
your social media and your home security camera – an entire
universe all rolled into a hand held device - a Mobile Phone is the
now the connecting tissue for all the other Mediums.
All
the while – 70% of the time is spent away from home. The commuter
drives 135 miles a week and spends some 18 hours on the road. The
only other medium that commands as much time is TV watching. So
whether driving or riding, walking or biking, catching buses or
trains, OOH is the all encompassing environment the daily commuter
spends a great deal of time in. Not only that – that same person is
looking for distraction or stimulation to break up this routine. It
only makes sense to capture an audience looking to be entertained.
This
is the perfect reason to embrace a new kind of AD Medium – One that
results in Maximum Impressions as well as Maximum Impact..
Imagine
If Every Fed Ex, UPS or Walmart Truck you saw Today had your Brands
AD on it?
And
imagine a small fleet of these Ad trucks permeating the city or metro
area you live and work?
Vehicular
Marketing |
What
are AD Trucks and Where do they come from?
Trucks
deliver 70-80% of all goods in America. 15 million commercial trucks
operate throughout every corner of this country every minute of the
day delivering products to every conceivable kind of business. They
cover nearly 600 billion miles and transport over $900 billion worth
of manufacturing and retail goods a year.
We
drive next to them on freeways and see them parked at the mini malls,
fast food chains, retail outlets, clothing and furniture stores,
Walgreens and 7-11s. They are working 8-12 hours a day 5-6 days a
week, making 10 -15 stops in a typical days run. The majority of
these trucks are basic white or bear a simple fleet emblem. The
remarkable thing for the advertising world is that many thousands of
these 3rd
party vendors are now open to promoting the very Brands whose
products they drop off each day, adding a new fluid dimension to the
advertising industry. That's the powerful option the Advertising
World is now becoming aware of. A recent WARC Study finds that adding
OOH to other media can increase Reach up to 300%.
AD
Trucks can act as reinforcement for all other Ad Messages - whether
Radio ads, Banner Ads, Streaming TV or Video ads, Magazine and
Newspaper ads or any OOH media including Billboards. Mobile Billboard
meets Mobile Phone in mobile world constantly in motion. What could
make for a better Media partnership?
