We have a long, rambling list of reasons why we love moving billboards, and especially our moving billboards. But you’re looking for hard facts, the evidence that declares, without a doubt, why moving billboards are an essential medium to any media plan. So we’ve scraped the hearts off of our sleeves to look very objectively at this advertising solution. Here’s a bit of science behind why moving billboards work.
Moving advertisements are noticed quicker and are more memorable. According to a study by APN using brain scanning technology, an ad that moves has a 45% higher peak exposure than stationary advertisements. “Once there is a higher level of engagement with the brand, we found that this then results in a deeper level of memory encoding,” explains Liz Farquharson, MD. “Memory encoding can increase recall of a brand, and drive greater brand salience.”
Size really does matter. Bigger is better when it comes to advertising. When you’re trying to get noticed, a 10 feet high, 22 feet wide message will not be easily missed. Especially if it’s moving – and at eye level in the street. You don’t need a rocket scientist to tell you that you’ll be stacking the deck in your favor if you opt for a larger-than-life advertisement in a world full of clutter.
Highly targeting your advertisement to the right people in the right place at the right time results in more quality impressions. Because of the move-ability factor, moving billboards go directly to where your audience lives, works and plays. A moving billboard campaign can dominate an entire market or can narrow-cast down to a hyper-local level. Your moving billboard creative should speak directly to your precise target audience where it will resonate the most. With intelligent mapping software, we can identify the most strategic route based not just on location but also demographics and additional location data insights. Moving billboards can also target based on interest. For example, if you want to reach sports fans, a moving billboard can run during tailgating hours on busy game days. If you want to reach the college-aged crowd, a moving billboard can target a campus and visit popular student hangouts. Large events, such as festivals, conferences, Comic-Con or the Super Bowl are also great ways to target a specific type of audience. So not only will your reach and frequency rates be high, but you’ll be confident that those impressions were by the people you actually care about.
This article comes from doitoutdoors edit released