Truck Advertising Does Not Deliver The Expected ROI

Truck advertising: learn more about the type of returns of this concept.

Traditional billboard advertising is unpopular due to the inability of advertisers to target the precise audience. As such, improvements like truck-side advertising are designed to enhance the ability to target ad campaigns. Nevertheless, does this medium deliver the expected return on investment?

Truck Side Ads: the concept

The trucking industry in the US is as strong as ever. As of 2018, trucks moved more than half of overland freight in the country, representing a market share of $796.7 billion. Notably, the trucks deliver goods to their final destination as well as waste material from residential areas. As such, trucks are the critical component in last-mile delivery in the US. Being the last link in a global supply chain, trucks have access to final consumers. Interestingly, advertisers leverage this capability to build brand awareness and to ramp up product sales.

There are some parts of the country and others globally, with restrictions on billboards. As such, advertisers cannot access the areas during an ad campaign. In such a situation, truck side advertising is an ideal alternative. Notably, advertisers can attach different types and sizes of billboards on the side of trucks. A standard-size truck can carry a billboard large enough to have a similar impact as a roadside billboard. Interestingly, mounting the billboards on the side of trucks turns stationary billboards into mobile.

Does truck advertising deliver the expected ROI?

The return on investment (ROI) is a crucial metric that enables advertisers to measure the effectiveness of the ad campaign. Placing ads on trucks could cost you up to $30,000 per month. According to the American Trucking Association, 98% of people in cars are likely to notice trucks during traffic. Further, mobile billboards attract an average of $2.05 in terms of cost per thousand impressions. This is cheaper and much more effective compared to billboards.

Brands are looking for alternatives to static traditional OOH advertising as vehicle advertising or digital mobile OOH. The use of ads on advertising trucks has been emerging as an unconventional tactics however it has risks related to the impact on reputation. When the vehicle carries the advertisement of the brand on the road, the advertising truck serves as brand ambassador. Any driving misbehavior could impact directly the brand image. In addition, advertising trucks have several pitfalls as low return on the ad investment, difficult to track the outcomes, and low brand recall. Advertising trucks cannot target precisely the exact audience as any traffic driver could be targeted. There are some parts of the country and others globally, with restrictions on billboards. As such, advertisers cannot access the areas during an ad campaign. In such a situation, truck side advertising is an ideal alternative. Notably, advertisers can attach different types and sizes of billboards on the side of trucks.

Nevertheless, truck advertising cannot pinpoint the exact audience that a business would like to reach. As such, the ad campaign might generate thousands of impressions per day, but only a handful of them will lead to direct action. For a truck is traffic, there is no guarantee that 98% of the people in cars who will notice the ad are interested in the product or service. The lack of precise targeting undermines the conversion rates of the ad campaign. Ultimately, the ROI of the advertising medium can be quite disappointing.

Methods to Determine the ROI of Truck Advertising

Truck advertising is known for its wide visibility and expansive reach, but assessing its return on investment (ROI) requires a blend of traditional advertising metrics and specific methods tailored to out-of-home (OOH) campaigns. Here’s a breakdown of industry-standard practices, metrics, and techniques used to calculate the ROI for truck advertising.

CPM (Cost Per Thousand Impressions)

The most common metric used to evaluate the ROI of truck advertising is CPM (Cost Per Thousand Impressions). This metric measures how much it costs to expose an ad to 1,000 viewers. Media companies estimate audience size based on traffic data, route optimization, and population density.

 • Typical CPMs for Truck Advertising: The CPM for truck ads generally ranges from $3 to $6, making it more affordable compared to other OOH options like billboards or transit ads. The Outdoor Advertising Association of America (OAAA) notes that truckside ads can offer a CPM up to 60% lower than traditional billboards due to their mobility and broader coverage.

 • Comparison with Other Media: Traditional billboards have a typical CPM of $10 to $30, while digital ads range from $2 to $20 depending on platform and targeting. Truck advertising’s lower CPM makes it highly competitive, especially in high-traffic urban settings.

Reach and Impressions

Truck ads depend on visibility and high exposure to maximize impressions, often calculated by the number of people who view the truck in a given location.

 • Calculating Impressions: Media companies use GPS data and traffic analysis to estimate the daily audience exposed to truck ads. In a major city, one truck can generate between 30,000 and 70,000 impressions per day, depending on route and traffic flow.

 • Data Sources: Impressions are calculated using data from traffic studies, vehicle tracking, and route planning to gauge the number of people likely to view the ad. Many companies also use third-party analytics tools to match traffic data with demographic information for more precise targeting.

Brand Recall Rates

Brand recall—how well audiences remember a brand after seeing an ad—is a crucial indicator of truck advertising’s ROI. OOH advertising studies show that mobile ads like truck side advertising have impressive brand recall rates.

 • Typical Brand Recall for Truck Advertising: Studies referenced by the OAAA suggest that truck ads boost brand recall by up to 15 times more than stationary billboard ads. The continuous movement and striking visuals of truck ads lead to greater engagement and memorability.

 • Key Metrics: Companies measure both unaided recall (where consumers remember the brand without prompts) and aided recall (where consumers recognize the brand when prompted). High recall correlates with better consumer engagement and higher conversion rates, making it a strong ROI indicator.

Engagement Through Interactive Technology

Modern truck advertising often includes interactive elements like QR codes, augmented reality (AR), or geofencing to enhance engagement and provide measurable ROI.

 • Tracking Interactions: When consumers scan QR codes or engage with AR content, brands can collect real-time data on how many users interacted with the ad and their subsequent actions (e.g., visiting a website or using a discount code). This gives concrete insights into campaign effectiveness.

 • Conversion Metrics: Campaigns sometimes feature mobile landing pages or exclusive promo codes to track how many people take action after viewing the truck ad. This is especially valuable in retail, restaurants, or event-driven campaigns where the goal is to boost sales or foot traffic.

Cost-Benefit Analysis

To determine overall ROI, advertisers often conduct a cost-benefit analysis, comparing the campaign’s total costs (including truck rental, design, and printing) against the revenue generated.

 • Formula for ROI Calculation: ROI = (Revenue from Campaign – Total Campaign Costs) / Total Campaign Costs × 100
For example, if a campaign costs $10,000 and generates $30,000 in revenue, the ROI would be 200%, indicating strong success.

 • Lower Operational Costs: Truck advertising typically has lower operational costs compared to other OOH formats. Media companies can optimize routes for maximum exposure while minimizing fuel and operational expenses, improving the overall cost-benefit ratio.

Conclusion

Evaluating the ROI of truck advertising involves key metrics like CPM, impressions, brand recall, and real-time engagement. With CPMs ranging from $3 to $6, truck advertising presents a cost-effective option for reaching wide audiences. By incorporating tracking technologies and analytics, brands can gain deeper insights into how their mobile ads perform, ensuring a positive ROI and enhancing overall marketing success.