Driving Sales – Are Delivery Trucks the Best Undiscovered Ad Media?

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Don’t judge a truck by its cover. That vehicle sporting the colorful advertisement lauding skincare products or healthy soda may not, in fact, be delivering any of these at all.

Instead it’s one in the latest trend of delivery-trucks-turned-billboards as conceived by media company, Adgile, an OOH advertiser who connects small businesses with unbranded trucks eager to advertise.

Since coming on the scene in 2020, Adgile has completed over 400 campaigns, bringing in revenues that debuted at $1.7 million in 2022 and nearly doubled to $3.3 million a year later.

Co-Founder and CEO, Tom Shea, says clients like this method of advertising because “it’s the only form of advertising that no one knows is a form of advertising.” Adgile aims to impact the OOH industry using this understated stealth approach with their billboards on wheels.

You may see them driving through populous cities, targeted neighborhoods, or parked at a Taylor Swift concert – wherever the trucks command high visibility in a brand’s demographic. Color plays an important role in making people look, Shea notes. Red is Adgile’s top performing color, followed by purple, which scores high because it’s the “least naturally occurring color in society.”

Shea says their clients must have at least 5,000 daily website visitors, and retail-first brands must have a minimum of 25 physical points of distribution, or he won’t work with them. This is done to ensure his customers achieve results from their ad-dollar investment.

“We sell trust more than we sell media. That comes with making the hard decision to stay out of a business if you don’t think the net outcome is going to be a positive one for [a brand].”

How does Adgile measure results? GPS is used to track the trucks, while software on the back end collects device ID’s captured in the truck’s locale. The ID’s are matched to data from providers like weather and dating apps, which are able to collect users’ location data. Adgile then follows those users and does what Shea dubs “ID stitching” to measure the effects of the ad based on what reaction, if any, is taken on their devices by people who were exposed to the ad.

While “ID stitching” can avail much useful data, Shea admits “the lion’s share of people who are exposed are going to take action on a mobile phone – but there will be a significant nonzero percentage of individuals who take action on the brand’s website at home on their desktop or tablet, or tell their partner about it during dinner.” These factors are not so easily quantified.

Shea stresses he wants his trucks poised to be “on the right side of history” when the “inevitable revolution of this industry” arrives. Read more about it here.

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