Although I have only first-hand seen a few of these mobile billboards, they are an innovative new Admode with potential in our fast-paced always-on-the-go society. The appeal is the traffic times and inavoidableness while in traffic across major cities. According to the 2007 study by Time "One Day in America", the average commute time is 25 minutes daily. These figures are backed up by Arbitron's research to show possible radio usage, showing a only slightly higher commute 25.5 minutes. The audience Mobile Billboards could reach are obviously working, metropolitan, driving Americans who are sitting in traffic. Time's research also showed annual taffic delays of 30-70 hours in metropolitan areas. The medium is a great outdoor marketing tool that would be seen during these long commutes but are traditional billboards that much different?
Driving around a pick-up truck or utility van does not seem eco-friendly to me and according to fueleconomy.gov they are not. These automobiles get less than 20 miles per gallon on the interstate and between 10 and 20 in the city, which would be equivelent to sitting in rush-hour traffic. To me this does not seem cost effective in comparison to traditional billboards but many other benefits may lower the cost. For instance, the moving billboards do not have to pay a rent fee or even monthly/daily fee. The trucks are serviced by the hour and can be stationed at many different locations of the clients choice. Also, the ads can be changed rather frequently due to the ease of changing the signs, unlike traditional billboards that must be painted or wallpapered. With technology changing even traditional billboards into basically large computer screens, the traditional stationary billboard does seem the most effective when benefits and negatives are compared including environmental factors. A possible solution to this could be electric-powered mobile advertising trucks or pop-up type billboards, both of which would be less expensive than rent on a a traditional billboard and eco-friendly. Another option which was recently opened a blog is bicycle Billboards.
If a simple message, campaign, or brand reinforcement or establishment is what the business is looking for mobile or outdoor marketing and billboards are a great option. Local and national business can use this AdMode to reach a mass localized audience, but business-to-business would not be appropriate. A powerful image and/or slogan and message are needed for this medium to be effective. The commute times are only getting longer as populations rise, therefore this AdMode has only stepped in the room. I think more creative and innovative outdoor and transit marketing will be in the future.
Could a possible solution be similar to the Veggie Van?
The Veggie Van Voyage
Recent News:
Cars into moving billboards http://albany.bizjournals.com/albany/stories/2008/06/16/daily40.html
Paying drivers to be moving billboards http://www.aef.com/industry/news/data/2007/7050
Craigslist Ad http://columbus.craigslist.org/bfs/1098071825.html
Bicycle Billboards http://en.wordpress.com/tag/bicycle-billboards
References:
http://www.citi-mobile.com/
http://www.drivebyads.com/
http://www.barternews.com/moving_billboards_advertising_on_the_go.htm
Car Wraps http://guerrillaadvertising.ca/2009/03/24/car-wraps/
Increase sales Moving billboards vs stationary http://www.goarticles.com/cgi-bin/showa.cgi?C=1477697
Traditional vs Moving http://www.articlesnatch.com/Article/Traditional-and-Moving-Signs/556301
History http://printedmatter.org/
Definition http://www.viswiki.com/en/Mobile_Marketing
Related Mediums: Traditional Billboards, Direct Mail, Outdoor Advertising, Flyers/Posters
