The Bridge Between TV & OOH
Mobile billboards have been an effective part of the OOH (Out-of-Home) industry for several decades, however, a new and improved version is starting to grow adding a level of engagement and flexibility never seen before in the advertising industry. Thanks to the falling price of LED technology, Mobile Digital Display trucks are popping up all over the country and quickly getting noticed by major advertisers for their flexibility and near zero production cost. Thanks to this amazing technology, advertisers are no longer limited to a single message on a traditional mobile billboard, nor is their message diluted by sharing the space on a stationary digital billboard.
In online advertising, video ads have proven to have a far greater engagement rate than static ads with the average video ad capturing the attention of viewers for 11.36 seconds according to the Adform Digital Advertising Benchmark Report. Unfortunately for the OOH industry, video ads are not permitted on most off-premise digital signs. Because billboards are structures located on property, they are heavily regulated by most major multiplicities, thus choking outdoor companies from erecting new digital signage or even converting older signs to digital. Mobile Digital Display trucks solve these issues in an exciting new way.
Take any major sporting event as an example. The NFL, MLB and NCAA make every attempt to block outside advertising in areas surrounding their major events by creating “clean zones”, however, these clean zones do not include public streets open for normal traffic. Unless an outdoor company has a digital billboard right in the immediate area, Mobile Digital Billboard trucks are the only affordable exception to have digital signage in the immediate area around these major events without going through the host organization. Here is an example of how Budweiser used a Mobile Digital Billboard at the MLB All-Star Game in the San Diego Gaslamp District:
Mobile Digital Display trucks are not limited to sports event advertising. They are amazing at supporting an experiential campaign. Whether you want to use them to direct people to the experiential site or use the trucks to draw people in through the giant video screens, the possibilities are only limited by the creators imagination. In April, 2016, First National Bank wanted to provide a fan experience to Nebraska Husker fans before they entered Memorial Stadium for the annual Spring Game. GoGlo was tasked with providing a digital screen so they could display historic Husker plays while fans called the play as “the Voice of the Huskers.” The event was extremely successful as fans lined up for a chance to call a historic play. In addition to the on-site exposure, video’s posted on Facebook continue to be viewed 6 months after the event and have been viewed over 80k times.
Finally, with the 2016 election just around the corner, one would be remiss not to mention the power that Mobile Digital Display trucks bring to the world of political advertising. Thanks to the 24 hour news cycle and mobile phones, politicians in today’s world must use a medium that can change as fast as the news stories. While some political groups still use traditional billboards, very few politicians put money into the medium anymore due to the lead times to change message and production cost associated with those changes. For the first time in political history, Mobile Digital Display trucks offer outside groups and candidates the opportunity to crash their opposing candidates events with attack videos and/or static ads. Not only does this put the message in a highly targeted location and audience, but in many cases, it garners the attention of the press which gets the advertiser earned media. In July 2016, the Republican National Committee (RNC) placed 2 Mobile Digital Display trucks in Philadelphia during the Democratic National Committee (DNC) Convention running attack ads on Hillary Clinton right on the heals of the FBI press conference. Each day for 5 days, the trucks saturated the downtown district of Philadelphia where most of the demonstrators were gathered running the video ads in an endless loop. Multiple times the trucks were photographed and filmed by news organizations like Fox News, MSNBC, CNN, and dozens of local affiliates. One Florida network affiliate event requested to do their live update using the truck as a backdrop.
With Americans spending roughly 70% of their waking hours outside of their home, OOH advertising continues to grow even while other major mediums such as TV, newspapers, and radio decline or flat-line. Mobile Digital Billboards provide the industry with the targeting ability of direct mail, the engagement of TV, and the reach of OOH. It creates a pattern interrupt to the consumer thus making it memorable in their minds. Within a few short years, Mobile Digital will be a major segment in the $7.3B Out-of-Home industry.