Trucks or cars on the road with the seemingly colorful, catchy and loud advertisements, printed on their sides, have become a very popular means of advertising. It is called mobile billboard advertising or simply mobile advertising and is one of the most growing advertising means. Mobile billboard advertising offers the flexibility and improved message delivery in the streets, where a great number of customers is. Aiming to stand out from their competitors, many business owners prefer mobile billboard advertising as a marketing strategy. It is not only product launches that can be described with the help of mobile billboard advertising, but also exhibitions and events, store openings, election campaigns, and seasonal sales as well.
First of all, mobile billboard advertising attracts a lot of attention of many target customers. It also spikes competitor's stores and can even put a company one step ahead of its competitors. Secondly, mobile billboard advertising costs less than other outdoor mediums of advertising. Compared to print, radio and regular billboards, mobile mediums cost cheaper.
A lot of companies realize the advantage of mobile billboard advertising. For instance, in June, 2005, Gotcha Mobile Media will hit the Las Vegas Strip with one of their mobile billboard advertising trucks in order to promote Fashionistas. The billboard ads were designed by Chromatitles of Los Angeles. Rotating every eight seconds, the shows soundtrack was playing on speakers, installed on the outside of the truck.
Craig Rodgers, the general manager of Gotcha Mobile Media said: "The combination of our Tri-Ad Technology and speakers on the outside of the truck, playing the soundtrack, is the perfect way to promote Fashionistas." He continued: "I am very excited to work with the Fashionistas producer, John Stagliano, since he has creative thinking outside of the box approach to business like I do."
The trucks, similar to Gotcha Mobile Media's ones, carry no cargo except their billboards. They are still something of a rarity in the United States. Experts say there are fewer than a thousand mobile billboards on the roads at any given time, but backlit manufacturers have reported a recent rise in the demand for the vehicles, and the industry is expected to continue to expand.
"The advertisements are little more than the eye pollution in a society, already saturated with commercial messages," this is what critics say. However, despite the criticism, during the last decade, corporations nearly doubled the amount of money they spend on outdoor ads. "It is all about what you can do to be a little more unexpected to catch the people's attention," said Abbey Klaasen, a reporter with the Advertising Age. "The consumer has more and more control than they have ever had before and outdoor advertising is trying to think of creative ways to break through that."
"It is the eye pollution to a lot of people," said Verret, the Boston University advertising professor. "But the way you get around that in the advertising business is to make it interesting."