Rolling advertising on highways
A truck is not only a visibly large vehicle, but also offers an equally large advertising space. All around over both side surfaces and the rear there are about 80 m2 available for the design of advertising. And this should be used. It is important to know that there is a general ban on advertising on freeways. Advertising installations or posters on roads outside built-up areas are subject to approval, so they cannot simply be erected. This means that mobile truck advertising is the only form of advertising that is officially permitted on roads and freeways.
Why truck advertising?
The reasons to provide a truck with advertising are quite different. Either you want to represent your own company. Or one puts the products of customers, who are constantly driven by the truck, in the foreground. It may also be that brand advertising can be found on the sides. This advertising then comes from specialized advertising agencies that book advertising space on trucks on a large scale. Depending on the contractual agreement, logistics companies receive a free tarpaulin, or a rental fee for the advertising space on their trucks.
Look what's driving
Advertising wants to attract attention. Like any other advertising, truck advertising also needs sparkling, creative ideas. A simple company designation, such as name, address, telephone remains certainly less in the head, than a strong picture motive with an attention-strong slogan, whose statement is aligned to a certain target group. It is also important which surfaces I use for advertising. Either both side surfaces plus the rear or just the side surfaces and rear alone. Advertisers expect more active, so-called "eye contacts" from advertising on the rear of the truck, for example, than from advertising on the side surfaces. If you look at the overall advertising impact on a truck, this form of advertising achieves good to very good perception and recall values if - as I said - the design is right.
How the tarpaulin becomes an advertising medium
At the beginning there is certainly first the cooperation with the "house agency", which works for the enterprise already somewhat longer. They know the company and can therefore best develop an idea that fits. Often enough, it is advisable to additionally engage an agency specializing in truck advertising, which can take over production and handling of a truck advertising campaign. The tarpaulin itself is produced by a special printing house. There, the advertising motifs are then printed on tarpaulin fabrics suitable for trucks. Last but not least, the printed tarpaulin is attached to the truck, just like a normal tarpaulin. As a rule, such advertising tarpaulins last up to 5 years. By the way, there are also interchangeable tarpaulins that can be very quickly attached to the actual truck tarpaulin and removed again for alternate advertising. A new highlight in the field of truck advertising are LED screens that are attached to the rear and show moving advertising.
And what are the costs?
The costs for truck advertising are highly variable and have to be considered very individually. It starts with the question of where the advertising should go "on the road": Local, regional, national or even international? How much effort is required to develop the idea? Should the entire truck be printed or only a certain partial area, such as the rear? Do licenses have to be paid for certain image motifs? What costs will be incurred by the print shop? What other ancillary costs need to be taken into account? Of course, it is important not to lose sight of the big picture when planning. Inquiries to various providers brings light into the darkness.
Important image factor for company
Truck advertising is not least an important image factor for the logistics company. Because you can always shine with a really good idea that "stands out strongly". Be it for the customer's products, the own company or a third party supplier. Truck advertising makes one thing clear: Here rolls advertising without ifs and buts. But with tarpaulin!
