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"TruckSide Advertising has Research on its Side"
OAAA and Media Life
56% said that when they
see an ad on the side of a truck, they perceive the company to be a successful
one.
67% said they believe the
advertised product is bought and used by their neighbors
TruckSide advertising, is pointing to the results
of a new independent study as evidence of the effectiveness of the medium.
The benchmark study, conducted by National Family
Opinion for the market research firm known as The Singer Group, reveals that
TruckSide advertising campaign implemented for computer marketer PeoplePC
created a 30% increase in awareness within the test market.
The research study, involving more than 50 adults,
compared the opinions of people in Minneapolis who were exposed to the PeoplePC
campaign via print, broadcast, traditional outdoor and TruckSide advertising
vs. those of people from Detroit who received all of the same messages except
for the TruckSide ads.
Perhaps the most significant statistic yielded by
the study is that 52% of people in the target demographic reported increased
awareness of the campaign as a result of seeing the TruckSide ads. The research
also showed a 54% increase in the number of people who considered PeoplePC
when buying their next computer-precisely the type of response advertisers
seek.
Because of the unique venue in which TruckSide ads
reach consumers, in shopping centers, on streets and in their neighborhoods,
TruckSide ads are able to heighten awareness for advertisers in ways that
TV, radio, newspaper and magazine, and even billboard ads can't.
That widely held belief has now evolved from common
sense optimism into measurable fact with the results of the PeoplePC study.
Mark Barden, president of marketing for PeoplePC, cited this distinction as
the impetus for conducting the study: "we had anecdotal evidence of the campaign's
success, but wanted to quantify the impact of TruckSide advertising in very
measurable terms."
This new study provides not only quantifiable results,
buy key qualitative information as well. According to the numbers, 56% of
respondents said that when they see an ad on the side of a truck, they perceive
the company to be a successful one. Another 67% said they believe the advertised
product is bought and used by their neighbors.
"For the past few years, TruckSide advertising has
been promoted based on cost effectiveness and ability to enter markets where
conventional out -of-home advertising methods are limited or unavailable,
"Stephen Freitas, chief marketing officer of the Outdoor Advertising Association
of America (OAAA) said, "Now there's conclusive proof of TruckSide's value
as a powerful marketing tool that impacts awareness, attitudes and opinions."
With this type of had data validating the gut feeling
that TruckSide advertising is a viable method of making impressions on sought-after
consumers, the medium stands to become an even hotter commodity than it already
is. And carriers are seeing their bottom lines expand with every number that
is crunched.
Source: OAAA and Media Life "Delivering Brand by the
Truck Loads"
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