Truck advertising has taken centre stage as a communication medium to drive high impact out-of-home (OOH) outdoor mobile advertising in business and in government, says Garth Maluleke.
Truck ads command attention. They are eye-catching. They are highly seductive. The movement created by moving ads is so appealing it causes consumers to take a few moments to see what is being advertised.
But what is trucking advertising and why is it so appealing?
Truck advertising takes the form of vehicular branding with trucks performing as mega mobile billboards, taking the brand message directly to consumers around the country. Truck advertising reaches where traditional outdoor media cannot reach.
Good examples are coastal metropolitan areas where outdoor sites are very limited due to stringent municipal regulations. These include outlying areas where traditional outdoor media is underdeveloped.
The return on investment (ROI) offered by Street Cred is immense compared to other outdoor mediums because of the competitive advantage provided by the network of trucks at the company’s disposal.
Our access to a distribution fleet of over 4 000 trucks means that we can bring this effective medium to all advertisers. The fleet of vehicles operate on local and long distance routes and can go beyond national borders depending on the requirements and the brief. Truck billboards enable brands to extend across cultural markets and geographies while reaching new audiences every day.
This form of advertising offers effective, affordable and exclusive showing of ads on our network of advertising trucks. Companies use truck billboards solutions to extend their media mix and to reach more consumers closer to their point of purchase.
We have mega brands on our books, as well as some key government departments and quasi-state institutions. According to Government Communication and Information Service (GCIS), which works closely with us, government has identified among other drives, truck advertising to give its campaigns the high impact billboard presence it requires to push through its messages.
In fact, Donald Liphoko, GCIS director of advertising and media buying says truck advertising gives you “high impact billboard presence as well as mobility. This is because of the fact that by and large, they are in areas where there is a hive of commercial activity. And where there is commerce there are people. That’s key to us”.
Liphoko wants to “achieve awareness”. The message “has to be simple, so it is memorable. The ability to achieve geo-targeting – what is it that we want to be saying to those communities”.
He is also looking for media that’s accountable. The issue is that trucks on the road give you exposure in the areas that you are targeting.
Garth Maluleke’s company, Street Credit, has handled some of the high-profile corporate mobile campaigns.