Digital Advertising on Trucks
Mobile advertising has many facets; you may see them in buses, trams, cars – such a sight is familiar to us. It may seem that a truck trailer cannot be used in any other way than by putting basic information about the company and an interesting logo on it. However, a project emerged – a cooperation of two companies – RoadAds from Germany and Visionect from Slovenia. They have designed a dynamic ad that is meant to be put on the trailers’ sides. The ad is built on two 32-inch panels, and the e-ink technology has been utilized during the project – it does not emit its own lighting, with the image being black and white; the fact that it does not emit its own light is crucial, in order not to create any dangers in road transport by blinding other drivers with light emitted by the ad.
The cost of installing such an ad is rather high, since it oscillates around 15 000 Euro; yet manufacturers are sure that the income gained by the ads will be higher than the cost of its installation. What can be shown on such screens? Information such as traffic jam locations, weather forecasts, score of an important match, or an ad of a specific company.
Projects have been started in Germany, and have so far been tested on a number of trailers equipped with appropriate screens. The vehicles themselves were roaming around the roads, and familiarizing the drivers with the new type of advertising. The idea has met with popular acclaim – in January it has been introduced on a massive scale. For the moment, a thousand trailers with the technology already installed is going to be released.
Screens themselves are going to be linked to GPS, and that will allow localization of the truck with 5-meter precision margin, and – in case it is necessary – it can operate on WiFi and LTE. Owners of transport companies would be therefore provided with a special platform meant to facilitate the whole system. The surface of the ad can be used for anything, but mostly it is used for advertising.
The platform could be also used by potential customers, and that is how RoadAds links the advertising surface (the vehicles of transport companies) with clients looking for alternative advertising methods.