No ad blockers – Outdoor advertising can’t be turned off. There’s no fast forward button, no premium ad-free package, and no blockers to turn them off. Outdoor advertising is always on broadcasting your message to the masses and building awareness.
Cost effective – With some of the most affordable CPM’s anywhere, to reach large numbers of people with huge impact, its hard to beat Out Of Home advertising.
Reach a different audience – Targeted outdoor advertising campaigns can be highly effective at getting in front of customers from all walks of life. While Outdoor excels at exposure across mainstream audiences, it can also be effective at reaching the long tail audience because of its huge national coverage.
Timing – Outdoor can find your customers at the right time, on the high street, on the road, or at the point of purchase. As part of the fabric of everyday life Outdoor advertising can be used to reach customers at key influential decision-making times.
Complementary – As part of a varied media mix, Outdoor can deliver repeated impacts to consumers consistently over time to magnify ROI. Building awareness in this way can generate a halo effect for other channels, helping to reduce customer acquisition costs.
Context – Making your brand standout is a genuine challenge, and context is key. There is a format out there for every brand from roadside billboards, digital screens, and of course car advertising. Clever billboard design, messaging and choice of contextual posting can turn a campaign into an attention-grabbing headline that delivers fantastic results.
They found that creative advertising campaigns were more effective and performed better on average than less creative adverts. Yet, you can only do this in retrospect. Quantifying creativity is hard... Who’d have thought?
Let’s put our best foot forward to get the billboard design right the first time.
What billboards should do
The best billboard designs will all do these three things:
Create an impact
Communicate a message
Persuade to action
The best ooh campaigns take a person on a journey. Starting at zero, catching their eye through design, often through an emotional response, persuading them to engage with your brand.
If an outdoor campaign only has impact, good, it’s caught their attention. But what then? Impact alone isn't what ooh or billboards are for.
An explosion has impact, but it doesn’t lead to a business outcome.
Now let’s say the ooh advert has caught their intention and explains what the product is. You’ve made an impact through design and got the message through by communicating what the advert is about.
This isn’t strong enough alone to make a difference. There needs to be a reason why this person should care.
Dave Trott gave a great example of this. Take this tv advert from 2013:
If I asked 10 people if they remember the ad. I bet at least 6 would remember it. Even after 6 years. How many would remember it was made by the telecommunications company Three though?
Two? At most.
This is why the third element of persuasion is vital. Persuasion ties a great creative with your brand. The result is an emotional response from the audience and commercial gain for the brand.
Impact, communication, and persuasion - you have the what, the how and most important the why.
This approach will enable you to create a memorable billboard that builds awareness and keeps your product top of consumers mind.
Tips on designing your first Billboard Campaign
Build a story
The average person who sees your billboard needs a reason to take action.
Give it to them.
You can weave a story into all your messaging which adds continuity into your digital marketing. This breeds familiarity with your business and breaks down the barriers between prospect and customer.
Ooh is a halo media channel that's designed to uplift brand awareness against other channels. From a creative perspective, it has to land the brand story on the head.
Go Compare used this to great effect when running car advertising campaigns across South Wales.
The business resonated with the local population by combing their digital and ooh messaging as part of an integrated marketing campaign. The billboards reached hundreds of thousands of impressions, hundreds of interactions and handfuls of people singing the infamous television jingle in the streets.
Imagery does the heavy lifting when it comes to the design of an effective ooh advert.
The right image stirs emotions, inspires memories and can create an immediate response.
Create strong imagery to convey your message, favour simplicity but avoid anything too subtle in the designs. By the time your audience works out your meaning, the moment is gone.
Large typeface and simple Text
Brevity is key in advertising, especially in ooh. Your copy should be short and sweet and convey one core message. As simple and focussed as you can get.
Our main tips for fonts are to use large and legible fonts. Try to avoid Serif fonts and opt for bold to stand out against the image. Avoid small text as it risks being to small to view.
Make sure that you are ranking as close to the top spot for this term as possible so you are found.
Compare the Market used two techniques to guarantee this as part of their “Search for Sergei” OOH campaign.
Credit: The Drum
This is the search result consumers would see when searching for this campaign.
They created a Google Ads campaign which included the keyword “Autosergei”. This ensures that their advert is the first thing anyone searching this term sees.
They created a landing page for this campaign. This captured searches with the keywords mentioned on the billboard.
Get to the point
Billboard’s aren’t the place to show off how smart you are.
Don’t waste those valuable seconds with a clever esoteric quip. By all means, use humour if it fits with the branding.
Humour works well for a brand such as Churchill Brewery who poked fun at their customers.
But, the majority of brands will do better with a simple, accessible and directive message.
Veygo prominently show their logo, used a simple design, a clear image that targets their audience and a strong offer.
Whatever style you opt for, it is important to maintain a consistent brand voice across billboards and your digital marketing.
Tailor to the medium
Consumers spend varying amounts of time with an opportunity to see your ad. Use this to your advantage.
Bright colours and imagery work great for car advertising. Commuters may only see the car for a few seconds.
While the average London commute currently stands at 74 minutes. With commuters often stood on the platform waiting for a tube to shoot towards them. This is an opportunity to take advantage of extended dwell time.
In this setting, longer text excerpts can work great. They hold attention while commuters look for something to distract them.
I recently spoke with the Dominic Slade and Steve Hanratty of The Builders arms, a Creative Agency in London. They specialise in high-value brand thinking and execution for challenger brands.
Here are their suggestions for a startup designing and running their first ooh campaign.
"For start-ups contemplating their first ooh campaign; do remember to keep it simple. Be single-minded in what you want to say, keep headlines short and sharp, and don’t be afraid to be visual – because visuals engage. Branding is critical, but that’s not to say you need a logo the size of a house; but the colours you use, the graphic design you employ and the tone of voice you communicate with (humorous/playful/serious) should all be reflective of who you are as a brand."
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
Research conducted by Binet & Field in their book The Long and the Short of It delved into this. The graph below demonstrates how large organisations such as Nike, Apple and Nestle are have built using both brand and performance marketing.
Upfront spend on sales activation delivered a sales uplift for each campaign.
However, you can clearly see that over the longer term brand building activities eclipsed sales activation, delivering far more value to the business.
That’s not to say activation activities don’t have their own place, they certainly do. Field and Binet recommend a budget split of 60% on long term brand building and 40% on more immediate activation activities.
Integrated marketing Strategy In Practice
Your integrated multi-channel marketing strategy should include both short term activation tactics and long term brand building activities.
To do this you are going to need to test new advertising channels. Check out our blog on testing new marketing channels which gives you a framework for approaching this.
Outdoor advertising is one of the channels that works effectively in building a brand. Car Quids has worked with many brands using integrated marketing channels to deliver results.
Integrated marketing plan example
Ola Cabs used Car Quids as part of their marketing mix for city launches across Bristol, Exeter and Cardiff.
In combination with a variety of out of home advertising for their mobile app, Ola Cabs used street teams, door drops and App store optimisations to drive downloads of their app. Though Ola is an online business, they recognised why they should use outdoor advertising
Putting together Your Integrated Marketing Plan
Businesses growth strategies change as the business grows. One core concept will continue - using a variety of channels to reach an audience and constantly testing new channels.
The three key takeaways are:
Do not put all of your marketing budget into one channel to make you grow
Focus on strategies and not individual tactics and channels
Building a brand will create better outcomes when paired with short term activation than activation alone
Each year there appear to be more events and conferences filling out the calendar for marketers, media professionals and business owners to attend. It can be difficult to know which ones are sales pitches and fluff and which offer real insight.
The increased competition is great for attendees. It means competitive pricing and top quality speakers, with more opportunity to access the latest successful strategies as well as trends to watch out for.
It can be hard to find the time to sift through all the options, so we’ve collated all the biggest, best and most interesting events of 2019. Grab a coffee and check it out:
Marketing show North is the largest marketing event outside London for media, creative, digital and marketing professionals with 3,000 attendees. The event explores all aspects of the marketing mix with specialist talks across 5 theatres.
Atomicon is a digital marketing conferences with a strong focus on in-depth practical advice and the path to implementation. Attendees includes small business owners, start up founders and marketing directors.
The marketing Tech Expo runs alongside the B2b Marketing Expo and aims to be the ultimate destination to modernise your marketing strategy. The event includes masterclasses and ample opportunity to network with other marketing professionals.
The Disruptive Marketing Conference brings together 16 of the brightest marketing minds across a variety of industries to discuss the strategies that have delivered growth and the learnings from those which haven’t.
The Digital Marketing World forum explores the latest trends and strategies within digital marketing. The conference boasts a diverse speaker line-up of industry experts from global brands presenting the latest case studies and best practice.
Spanning 8 theatres covering advertising, emerging tech and the techniques that are working right now Ad:tech London is perfect for brands, agencies and media leaders looking to keep up with the latest trends.
A festival with a roster of heavy hitting speakers. Previous years have included Sit Martin Sorrell as well as Mark Ritson. Dedicated to brand marketers the event is a place to discover, learn and shape the future of brands.
An immersive week of discussion, learning and innovations for marketing professionals aiming to create a community. The 2019 theme is “closer” exploring individualism vs community with expert speakers and panels breaking this topic into bitesize chunks.
Back for it’s second year after a successful launch in 2018. The World’s top brand, agency and media people gather to discuss the largest challenges, pitch the latest innovations and discover the latest and greatest marketing strategies.
Now that you’ve seen the biggest and best marketing events and conferences of 2019, which will you be attending?
Did we miss an conference you are running? Or miss your favourite event? Email firstname.lastname@example.org with the details and we will add it. We'll keep the list updated throughout the year with newly announced events so watch this space.
Mark Ritson recently condemned this strategy in Marketing week commenting “rather than investing heavily in a few ‘superior’ channels, the prudent approach is to invest across as many channels as your budget will allow.”
No matter how great of a marketer you are. Or how great the product you have, over time your best channels will start to become less effective and you will need a broad media mix.
Why do marketing channels become less effective?
Every good channel becomes used, saturated by competition and returns diminish. Or platforms change the way they work.
Overnight their traffic dropped. Jason had to lay off over 80 staff and shut down the business.
The best time time to find new channels is before you need them.
So what can you do about it?
You can make a start by finding emerging marketing channels. If this is daunting, or information overload. You can always look at channels which have seen a resurgence, the like outdoor advertising. You might not have used or tested it, but in an age of adblock it is driving real returns for brands. The future of outdoor advertising is bright!
This article will go through practical tips on how you can get the best results when testing a new advertising channel.
Set Campaign Objectives
If you’re going to run any kind of test then you need to have an understanding of what you’re trying to achieve and how you will measure it.
To do this, before we run any campaign we always ask and agree on answers to these questions:
What are you trying to achieve with this campaign?
How will you measure it?
What will you consider a success?
What will you consider a failure?
If you are running a test you need to have a clear and objective idea of:
Yes, this works and we can scale it
This was okay, we’ll try again and this time make x,y,z changes
This isn’t the right channel for now, but maybe in the future
This probably isn’t the right channel
Take the following example:
You run an outdoor advertising campaign in two small cities with two different creatives, each including a unique web URL.
You have the following results:
Campaign A - web traffic increase by 1,000 views, but positive social media mentions skyrocket
Campaign B - web traffic increase by 5,000 views.
Which result are you happier with?
If you read the first part, then you you know where I’m going with this...it depends.
Positive brand mentions across social media may be important to your goals and you can easily attribute a rough value of mentions to arrive at an ROI, so you may lean towards A. If you solely want to drive traffic to your website, where you can use tag manager and analytics to assess ROI then you likely prefer B as an outcome.
We think that it depends on what the objective of your campaign is and what you set out before starting.
How you can measure the impact of an outdoor advertising campaign test:
Organic traffic increase
Direct traffic increase
Impressions on search engines
Run a control campaign
To do a comparative analysis on the results of new channels, you can run a control campaign to compare against. To do this for outdoor you can’t track track website visits as a direct result campaign, but you there are ways to attribute results.
Two ways you can do this:
Run the new medium in isolation in a location where you aren’t running other media campaigns.
Or run the medium but keep activity through other channels consistent.
An example of a control campaign
eMoov used Car Quids with bus and radio in Nottingham, while only using Car Quids in Leeds.
By using a brand awareness survey they found that brand awareness increased 2x in the city without car advertising. Whereas in the city with car Quids, brand awareness increased a staggering 3x from an 11% base.
Structuring campaigns in this way enables you do to a comparative analysis of campaign outcomes.
Here are a few other tools and methods you can use to track outcomes:
Google Analytics for web traffic uplift
Search Console to measure organic impressions and clicks
Sprout Social for social listening
Google Ads to measure uplift in PPC performance
Internal tools to measure sales and revenue
Make it a fair test
The key to a good test is to make sure it is fair as you can. You don’t want to give one medium an additional advantage over another skewing the results.
How to conduct a fair test:
Ensure that you are consistent in factors you can control. We mentioned running in isolation but you should also keep your marketing mix consistent while in testing - If you normally run Google Ads or Snapchat ads then make sure this remains.
Budget is a big one here. Tests should be of a comparable size to measure.
This prevents your analysis skewing towards whatever you spent the most on.
It may be your idea and you really want to impress your boss, but don’t let this impact how you look at the results.
Similarly if this test wasn’t chosen by you, don’t let this spoil your opinion if results are delivered. You might have your doubts. But let the results speak for themselves.
Distinguish chance from real difference
To reach a statistically significant outcome, you need your sample size to be big enough.
A small campaign may not work out purely because you haven’t scaled it out enough to achieve a statistically significant result.
Facebook now requires you to make 50 conversions before optimising your ad placement. Outdoor advertising is exactly the same, you need to reach a large audience to assess if this works for your brand.
Similarly seasonality of your industry and timing of the test can impact outcome.
Allocating budget to test campaigns
As a progressive marketer you should already be splitting your budget into different categories to make sure that you stay ahead of your competition.
A leading FMCG brand allocates their budget in the following way:
70% of spend on proven core marketing and brand activities
20% on new and emerging channels that are somewhat proven
If your marketing budget is £250,000 this year, this would mean allocating £25,000 towards new channels.
How you divide this across different channels depends on your risk tolerance. This budget allocated to advertising in London using Car Quids could create:
Circa 14 millions impressions and reach 27% of the population of London.
Analysis of test campaigns
Finally you’ll want to analyze the results to see if the test has been a success.
Some questions you may want to ask:
Did it achieve the results I had anticipated? Why?
Were there any other factors which contributed to the success or failure?
What can I learn from this test?
If you find that the results of the test were better than you were expecting, this could well form part of your integrated marketing strategy going forward.
The importance of this is to learn what is working, what isn’t and why. The channel could be a viable option but needs to be scaled out to work effectively. The only way to find out is to repeat, measure and analyze continuously.
We want to peel back the curtains and share exactly how we select the car owners that go on our campaigns. Unlike traditional outdoor advertising formats, our “sites” are not static, they are placed on cars owned by real people like Kate pictured above.
We’re going to cover exactly how we select the best car owners for your brand.
There are three main criteria that we use to select drivers:
Driving habits data
We are going to cover each one and explain how we assess each factor.
Driving habit data
By far the most important factor in the success of an outdoor advertising campaign is where it is seen and by whom.
We collect many data points on where our drivers live, work, park, and commute. This means we can map out exactly where they go and the where your advert will be seen.
The core data points we gather on all drivers include:
Where the car spends most of its time
We use this data to create a geo-fence to ensure activity remains concentrated within your given target area. On average over 70% of miles are driven within the target area for previous campaigns. You can see an example of a geo-fenced area used for Pizza Hut below.
A geo-fenced area in London
When the campaign goes live we install GPS devices across the branded fleet so that you can verify the coverage of your campaign. You can even see the average speed driven and the total number of miles.
You can see the results of the Pizza Hut campaign below. Areas highlighted red are those with high levels of coverage.
Heatmap verifying driver data and coverage around store locations
Pizza Hut was targeting North London in this campaign. They wanted cars to pass by specific stores regularly, so we ensured we selected drivers who were local and used those roads as part of their commute. You can see the areas with a Pizza Hut location gained significant coverage.
We actively try to match the car owners we use to your brand’s ideal customers, making it more likely that they are seen in the right places.
The NSPCC recently worked with us to promote their “Messathon” event which targeted young families in Guildford.
For this campaign, we selected several participants who had children. and therefore guaranteed the adverts were seen on the school run, at weekend classes, and in parks and play areas.
Below, you can see the impact our choice had.
We take our quality assurance one step further on every campaign. We gather data to verify that the driver has valid insurance and MOT and importantly no points on their license.
We also require drivers to share any details on any incidents they’ve had while driving to guarantee they will represent your brand in the best way possible.
Age of vehicles
We want your brand to look fantastic on the road.
So we prioritize cars that are newer and mainly look to work with cars aged 2009 onwards.
In the past, we have been even more selective with the cars we include on campaigns. See below where the luxury St James’ Court Taj Hotel used a Tesla as part of their multichannel campaign.
Quality of vehicles
We want your brand to look great on the roads and that’s why we pick the best looking cars.
Here are a few examples of cars in recent campaigns.
John's BMW 3 Series
Darryl’s Vauxhall Astra
Ross’ Tesla Model S
We want to deliver the best results for your campaign. So we are meticulous in our effort to control every input we can to create the biggest impact and reach in your target area.
We work hard to ensure:
Your brand is seen where you want it to be
Your brand looks great on our great cars
Are you thinking about targeting a specific area for an outdoor campaign? Are there few outdoor options or are they simply not delivering the results you want? Get in touch below to discuss how Car Quids can deliver results for your brand.
Building a brand will be more important than ever before in 2018.
The way that consumers seek information and purchase goods has changed drastically. Big players controlling search and discovery have moved the goalposts making it more difficult than ever before to be seen online. Here are three reasons why brand building will help you succeed in 2018.
The growth of Voice Search
The biggest online trend over recent years by far has been voice search. In fact, it is the fastest growing search medium online in 2018. With changes like this comes a great opportunity to shake up your approach to beat your competition.
Sadly, what this also means is that the likes of Google’s Home device and Amazon’s Alexa are now in even more control of what consumers are seeing and hearing.
That top of page result which we all strive for is going to disappear. We will no longer have a winner takes most. Voice search will be winner takes all. This sounds daunting, but all is not lost.
This is a fantastic opportunity for you to build a brand through alternative channels and be top of mind before consumers even search.
When they do, you’ll be there waiting.
If you get into the head of your consumers, understand how they talk and ask questions about products, you will be there as the solution when they do look.
How can you be top of mind for consumers?
Develop a brand building process which makes you top of mind in your sector. Your business will prosper while your competitors are hidden in the search.
The diminishing returns of online adverts
Paid advertising can be an effective way to generate leads and sales for your business, in fact running ads alone used to be enough - but not anymore. Facebook increased prices by 171% in 2017, and unless you’re going to significantly increase your prices then you will steadily see your margin decline.
By relying on online adverts alone to generate sales, you will see your costs go up and conversions decrease as competition for space increases. Not only that, but while you’ve been focused on optimising your online adverts, you haven’t built up the organic traffic and branding to rely on if your ads do become unprofitable.
Build awareness and trust in your offering and you will have a sustainable source of new customers into the future. Just look at the likes of Monzo. You aren’t going to achieve the kind of growth that they have, by pushing the same sales messages again and again across different ad networks.
To develop this trust takes time. Businesses need to be seen in the real World, where this trust is built through an active brand building strategy.
Yet, it is still generally accepted that consumers need a certain number of touchpoints before making a purchasing decision, usually assumed to be between from 6 and 9. The frequency of each touch point doesn’t matter if there is no relationship or trust. This is particularly true for online businesses.
'Brands are the solution... brands are how you sort out the online cesspool.'
Eric Schmidt - CEO of Google
You can cut through this with authentic interactions. Focus on genuine connections with your audience and build that loyalty. Consumer loyalty means that search algorithms and rankings become less of a concern as consumers come straight to you.
Trust comes from where and how your brand is seen. Context is king and being relevant is essential. Consumer confidence has and always will come while away from the computer. Nothing compares to seeing or interacting with an advert in real life.
Where is your brand seen?
Putting it all together
The key take aways to get ahead in 2018:
Be top of mind for consumers before they even start searching. Transactional relationships with consumers will become less effective, or require a significant increase in ad spend to maintain results.
Authentic and trust based connections are what will continue to grow revenues.
Being top of mind takes more than the standard thinking of a set number of touch points. Build trust wherever you can.
Finally, building a recognisable brand with high consumer confidence is still the realm of outdoor advertising.
How are you staying top of mind for your customers?
Enter your email below to find out how Car Quids can help your brand stay ahead in 2018.
Late last year Pizza Hut was thinking of news ways that they could reach their customers authentically. The run-up to Autumn is a crucial time of the year for takeaway retailers. The barbecues get put away and consumers start to spend the evening indoors.
At such an important time of the year, they couldn’t afford to get this wrong. On top of this, the likes of Uber and Deliveroo were biting at their heels. Failure was not an option.
They had used billboards and flyers before and they’d worked to build awareness. What these missed was that human touch that Pizza Hut was looking for.
They wanted a way to strengthen their customer relationships with the local community.
“For us, community is important, we wanted to get more people talking about Pizza Hut Delivery around stores in North and North East London.”
Shakeel, Operations Director
We reached out to Shakeel and told him that we could connect the Pizza Hut brand directly with local residents by advertising on their cars.
He was delighted.
Rather than a billboard advert on the side of the road. Pizza Hut could have many moving adverts covering North London. Each one connected directly to a member of the local community.
What’s even better is that each individual has a whole family, a network of friends and work colleagues that they can share their experience with.
This is a new level of engagement, not possible with billboard ads.
The beauty of this was that all the drivers were visible in the key areas near to the stores' location. Being such a targeted campaign, it was very common for drivers to see each other and commute directly past the stores.
This sounds great, but that wasn’t enough.
Taking it one step further
We took this to a whole new level by turning our drivers into online micro influencers for Pizza Hut. The drivers shared their daily adventures online with the hashtag #sharethedough.
The drivers loved this and really got into the spirit. They were snapping pictures all around the local area, with lots of involvement from friends and family and of course plenty of free pizza.
Pizza Hut thought it was great too! Shakeel commented:
“We’re proud to have run such an innovative campaign, which, as well as the cars leaving a lasting impression in the community, helped us ramp up our social media exposure in the area.”
Our first fully wrapped car hit the road in Guildford last month. To mark this big news, we wanted to put the spotlight on some of you, our drivers. We had a chat with Kate whose Nissan Qashqai proudly sports the advert seen above.
Kate is 46 and works in the Radiotherapy Department at The Royal Surrey County Hospital in Guildford as a Radiographer.
Hi Kate I’d really like to start by asking how did you hear about Car Quids?
I found out about Car Quids on the money saving expert website whilst looking for extra ways to earn money.
Guildford is such a beautiful part of the country, where have you been driving recently?
I drive 4 days a week from Selborne, near Alton to Guildford. At the weekends and days off I am usually around the Alton and Farnham areas.
We always hear so many great things about the adverts, what do your friends and family think about your NSPCC branded car?
My friends and family mostly think it's a brilliant idea and are impressed by the artwork!
What is the best comment you've received about the adverts?
I've had lots of people stopping to take a look and ask about the event, usually at the supermarket. The best comment was from the man at the carwash who said "I tried to clean your car, but look it still has mud on it!"
The final question and I’m sure the one that people really want to know! What are you going to spend the money you’ve earnt on?
I am in the middle of renovating my new house so that is what the money is being used for!
Thank you very much to Kate for speaking with us. It was great to get to know a bit more about one of our members.
If you haven’t signed up and would like to join our community and be paid for advertising and driving, please click here.
The average customer will have to see an online advert 10 times before they click on the call to action.
Real world ‘outdoor’ advertising creates additional touch points to existing digital marketing campaigns. Outdoor advertising avoids saturating an audience on the same digital channel which usually leads to a higher user acquisition cost, as well as advert fatigue.
When people are on the move they are generally more aware of their surroundings and pay attention to what’s in their field of view, compared with say TV.
Being seen in the flesh also brings a sense of trust to consumers and enables you to build a brand and not rely on on only digital marketing to see results.
Outdoors advertising is always on - adverts on TV, radio and digital channels only have a brief period to make an impression.
On a CPM basis, out of home (OOH) is consistently the most competitive channel on prices.
Outdoor advertising is suitable for all budgets. You could advertise on one phone box, 100 cars, or 15 billboards. You choose entirely what you want to do.
Outdoor advertising has the largest reach, bigger than all other media including TV. As such it is ideal for ambitious companies that are planning on scaling.
Creates awareness quicker
Out of home advertising has the ability to stand out more and it creates awareness in a quicker manner than other media channels.
For shorter campaigns, it means that they are more impactful and gain cut through quicker, longer campaigns tend to result in better.
Our founder Viraj is currently travelling to India with Sadiq Khan as part of the Mayor’s International Business Programme. So far, it’s been an exciting and rewarding experience. Here he shares some of his learnings:
Understand your market
For most purposes it is helpful to think of India not as a single country, but as a continent with several countries, each with its own language(s), customs and slight variations in business and social norms.
Make the most of your time
Being part of a trade delegation can be pretty intense – I averaged 4-5 hours of sleep each night.
During the day you are busy meeting local businesses and with appointments set up by the Department of Trade / UK government whereas in the evenings you end up getting to know other members of the delegation. Both of which are incredibly important and rewarding.
Mixing it up is key to getting the most out of your time.
Different countries = different ways of doing things
The business conversations we had in India were far more direct and get to the point quickly compared with Britain. For example, over dinner a local IoT hardware supplier joined me and Marc (Winnow) at the table, presented his card which clearly laid out all of the different hardware they sell.
Within a 5 minute conversation, he had arranged to meet Marc at 8:30 am the next day and to email me a brochure of their GPS OBD device specifications. Very efficient!
Be prepared for different approaches.
Get to know the real India
There’s a lot more to India than the inside of air conditioned meeting rooms and high end hotels so take some time to try to get out and explore - it is a country of over a billion with incredible diversity.
London & Partners organised a tour of Dharavi - one of the most enterprising slum areas in Mumbai where there industries such as plastic recycling and pottery have emerged. These are of course 2 extremes (the Taj hotel and the slum) and there’s a huge middle ground too - I have to keep reminding myself that this is a country of 1 billion+ people.
You might have noticed, or you maybe you haven’t, but there’s a lot more advertising about. It’s filling your Facebook feed, it’s on phone boxes, it’s even starting to appear on the back of airplane seats. Advertising is pretty much everywhere.
That means that it’s becoming more difficult to differentiate your brand from the competition - but our targeted outdoor media is a clear way to stand out.
Car Quids isn’t the only show in town for this. If your brand wants to advertise in London city centre, then taxi advertising might be worth considering, and bus advertising can be a useful way to get in front of pedestrians in local areas as well.
However, here are a number of ways that we can make you stand out:
Clean, modern cars
One thing that you can be sure of if you book a campaign on Car Quids, is that the drivers’ cars won’t be ‘bangers’. All cars are 2009 or newer, and checked to ensure they are kept clean throughout the campaign - the drivers send us photos of their cars on a monthly basis before they are paid.
It’s not just an ad, it’s a driver too
Without a doubt, we’ve had some great adverts on the campaigns that we run, but what really helps you stand out is that you will have a team of drivers spreading your message.
For Just Park, our drivers became ambassadors handing out vouchers promoting Just Park in return for free parking credit.
It’s a question that maybe lurks under the surface every now and then:
‘Is this a proven media? Can I really trust it?
Advertising channels such as billboards and bus advertising have been around for years. Even compared with digital marketing channels such as Adwords and Facebook adverts, advertising on cars is the ‘relative’ newbie.
With this is mind, we thought we would delve into some of the details of how we run campaigns at Car Quids:
With you every step of the way
At Car Quids, we believe what gets planned, get done. We clearly lay out campaign objectives, timelines and other add ons such as PR and social ambassador activity in the kick off meeting.
We ensure that the car designs are carried out to the highest standard possible, either by completing the design ourselves, or by sharing our best practices guides and working with our customers’ design team.
We send reports back to clients on a fortnightly basis, this helps ensure that everyone is clear about progress, and that there are no unnecessary, unpleasant surprises.
Research that’s independent.
We can offer a review of results using independent research companies that we work with.
As an example of this, when eMoov carried out a campaign with Car Quids they found out that Car Quids increased their acquisition 50% compared with the city that they benchmarked their results with, which otherwise had the same media mix.
4 Years. 30 Campaigns - In Good Company
When we started 4 years ago, it’s fair to say that we ran a lean machine running campaigns with an interesting mix of clients: a chain of dentists, a hotel, we’ve even worked with the gym our head of Sales, goes to.
But now, we’ve expanded all over the UK, we have a network of 23,000 drivers, we’ve run 30 campaigns in over 14 cities including enterprise companies, such as Pizza Hut, as well as fast growing start ups including Blow Ltd and PensionBee.
At Car Quids our driving force is to get great result for you, our clients.
We’re starting a new feature ‘Car Quids Heroes’ – it’s all about getting to know you, the drivers of Car Quids.
First up, we have Faye, who is currently taking part in our Advertising campaign In Birmingham for Blow Ltd, a start up for on-demand beauty services to your home. Here’s what she had to say:
Hi I’m Faye, I’m a nursing assistant at the Queen Elizabeth Hospital In Birmingham. Other than driving to andfrom work, I enjoy going to see friends, shopping and drinking Starbucks!
I drive a Skoda Fabia, I do a lot of driving around and about, here and there. When I’m driving I mainly listen to new music on Capital, or sometimes I’ll plug my phone in, and depending on my mood it will be anything from Eminem to Reggae, to Drum and Bass lol.
I saw Car Quids advertised on Facebook and just thought ‘Why Not?!’, The signup process was pretty quick and simple to do, and when I took my car to get wrapped the guys were lovely and it only took about 15 mins to do it, which I was impressed with.
A lot of family and friends have seen my car and they think it’s a really good idea. The adverts are really good looking as well, they don’t look cheap at all. I don’t think I would have a preference to what I’d advertise on my car, it would be nice to have something I enjoy or use regularly.
I think it makes perfect sense to advertise on cars, it’s wasted space really, why not utilise it to its fullest potential? I think it’s a great concept.
If you’re thinking about trying Car Quids then just go for it ! It’s great fun as I like to stand out from the crowd and you get to change the look of your car every couple months, I get bored very easily and already want a new car after having this one for only 12 months, but now I can have some fun with this car.
The money I earn from Car Quids will be used for my petrol every month, so just for having an advert on my car I don’t have to buy petrol again, it’s win win really.
If you are a driver on Car Quids and would like to be featured as a ‘Car Quids Hero’, drop us a line at email@example.com.
Proctor and Gamble’s CBO questions their supply chain
Recently, Proctor and Gamble’s chief brand officer Marc Pritchard made a keynote speech at the Internet Advertising Bureau meeting. It is being coined one of the biggest marketing speeches in the last 20 years. Marc explained that P&G wanted to exert greater control over the quality of its media strategy and highlighted issues companies are currently faced with when advertising with agencies, quoting that the media supply chain is “murky at best, fraudulent at worst”.
In the speech, he discussed varying issues that clients are faced with in the current marketing climate, such as the lack of traansparency in media buying when it comes to programmatic marketing along with viewability standards and the difficulty that P&G brands have monitoring and measuring “views” on different platforms.
How Marc Pritchard plans to solve the transparency problem
Marc has urged that in regards to P&G’s supply chain, they need to “clean it up”, and invest time and money saved into better advertising to drive growth, hoping other companies will follow suit.
The four tasks that P&G will now carry out to clean up their media supply chain will be to adopt one viewability standard by the Media Ratings Council [for transparent measurement], implement accredited third-party measurement verification [for views], attain agency contacts with greater transparency in pricing for the media used and preventing advertising fraud online.
Marc Pritchard, P&G
What about other alternatives to bring transparency to the advertising supply chain
Marc is not the only one who thinks these proposals made by Proctor & Gamble will prompt agencies to review their practices and encourage much needed change, with Alistair Macrow, Chief Marketing Officer at McDonalds saying the speech tackled important issues. Even the heads of such agencies chimed in to agree that both marketers and agencies need to make a greater effort to ensure transparency and trust between the two.
Whilst we think that agencies do need to make a concerted effort to ensure their clients are getting what they pay for, we also need to highlight there are other options for companies to get transparent and cost-effective marketing such as going directly to advertising mediums or at least encouraging agencies to work with a wider array of mediums to help drive transparency.
At Car Quids, transparency and measurability to make supply chains fair is exactly what we strive to offer, with one of our motto’s being “plan, track and analyse”.
Planning – our tech dashboard makes planning an advertising campaign easy, clear and transparent. Our dashboard shows estimated impressions, reach and frequency before you have even booked the campaign. Any company, big or small, can deploy a Car Quids fleet of 20 to a fleet of 100+ cars – with all the estimated impressions clear to view per size of campaign and per city.
Car Quids dashboard
Tracking – outdoor advertising is easy to measure with Car Quids. We provide fully trackable fleets of cars to show you where your adverts have been and how many miles have been driven by our members through our GPS heatmaps.
Example of a heat map
Analyse – our bespoke reporting means that we work with you to focus on the metrics that matter to you – whether it’s footfall, market share or transactions. We’re eager to find new, proven uses cases for car advertising and so we take on a lot of the reporting/analysis an agency typically would.
If you would like to use an advertising medium with confidence that allows you to plan, track and analyse your outdoor advertising campaigns, get in touch with Car Quids today – www.carquids.com/brands.
Why aren’t mobile applications using outdoor advertising?
SMEs and startup brands that are looking for advertising channels for their mobile application tend to use online advertising channels to do so. They have to be selective about the types of advertising they can budget for. Online advertising seems attractive because of its relatively low cost of entry and ease of tracking performance.
In contrast, outdoor advertising can be thought of as expensive to trial and lacking in analytics for ROI. However, we show how JustPark executed a successful outdoor advertising campaign to drive awareness of their new mobile app among a key segment of their target audience. Their advertising campaign increased parking space bookings in the target geographic area of West London.
The case for outdoor display advertising for mobile and web brands
Younger generations are more mobile and spend more time outdoors than before, according to a study by Outsmart UK.
As competition for online clicks increase and the prevalence of ad-blockers rises, the efficiency of online advertising (measured by cost per acquisition, cost per app install or similar metrics) declines. This means advertisers are paying more now for the same campaign results than they would have even a few years ago.
Outsmart’s study shows that consumers had a higher recall of advertising that was out-of-home compared to in-home. Consumers are more likely to remember and download your application after seeing advertisements in the real World. People reacted to out-of-home adverts by searching for more information in real time and discussing the product or application being advertised with those around them. Some consumers even instantly purchased items as a result of the advertising campaign studied.
Consequently, web and mobile-first brands are using outdoor media to advertise their apps. Facebook, Grubhub Inc and Seamless have used out-of-home advertising recently to influence usage of particular apps and features and user behaviour.
How JustPark used outdoor display advertising to increase their brand awareness in target areas
JustPark allows motorists to find and rent out parking spaces. It has traditionally operated from its website and recently launched an Android and iPhone mobile app. This makes it even easier to find and rent parking space.
The aim of their outdoor advertising campaign was to increase app usage. Additionally, they wanted to get across the message that with JustPark you had a huge choice of parking spaces in London, from as little as £5 per day. Outdoor advertising is also more effective than many other formats in building brands.
Which product or brand are you more likely to remember – one that you saw in a sea of other online ads or one that jumped out at you through real world advertising?
To build their brand and drive bookings and app downloads, JustPark identified outdoor advertising as important in achieving these goals. JustPark used Car Quids to become highly visible in West London in addition to billboards.
However, billboards are relatively costly and for a fraction of the cost of their billboard spend, JustPark could extend the reach of their brand by layering Car Quids on top. The result was doubling their impressions in the area.
During the busy morning and evening commutes, a fleet of JustPark branded cars were travelling in and out of London on key roads such as the A40, A406 and A4.
Using Car Quids, they were able to launch a fleet of GPS-tracked branded cars that commuted on the busiest roads into and out of West London. The campaign’s performance was tracked using:
Car Quids’ GPS analytics platform to show where the brand and message promoting the new app had been seen.
Tracking changes in app downloads and transactions in the geographic area where the campaign was focused.
Promo code uptake using Car Quids members as brand ambassadors. Car Quids members handed out business cards containing a 20% discount code. The conversations abut the branded cars, therefore, turned into new app users for JustPark.
The results: uplift in bookings, promo code usage and proof of having executed a targeted outdoor display advertising campaign
Headline results from the campaign are:
Bookings and brand awareness increased in the target areaover the 2 month period that the Car Quids campaign was running.
The JustPark branded Car Quids fleet covered more than 25,000 miles. Of these, 80% were in the target West London area as shown by the heat map below.
75% of Car Quids members on the campaign reported handing out business cards containing a 20% off discount code. This drove acquisition.
The JustPark outdoor campaign answers the question of why use outdoor advertising.A data-driven outdoor display format like Car Quids can be effective for mobile applications and web brands. In fact, this type of outdoor advertising campaign is immune to the recent problems online advertisers have faced. For example, the rise of ad-blockers to remove advertisers’ content from platforms such as Google AdWords and Facebook Advertising.
Car Quids is changing the perceptions of traditional outdoor advertising. Car Quids’ technology driven dashboard means that campaigns can be planned and executed leveraging available data and analytics. Combining this data with a strong clear message delivered using our high mileage and highly visible fleet means that results of your advertising campaigns are measurable, even when they use outdoor display media.
It is an effective way to promote their brand and encourage app downloads and usage. Clearly, as generations become more mobile and spend more time outdoors, mobile brands will need to adapt. This needs to be in line with the way consumers are actually consuming advertising.
As new technology-driven outdoor display media such as Car Quids come to the fore, app marketers will increasingly be able to apply planning and analysis techniques from online campaigns to their outdoor advertising campaigns.
Find out how you can plan a measurable outdoor display campaign with Car Quids. Get in touch today.
Doing something differently can and will get you noticed. This is why so many startups and small and medium sized companies think that car advertising is the perfect option. Car advertising can be used to re-inforce marketing campaigns you’re already running, or an effective SME marketing medium itself. Car advertising works as part of the marketing mix for any company.
Dental Concepts became the first dental surgery in the UK to use car advertising. They booked a Car Quids campaign to promote the opening of their second surgery in Andover, Hampshire. Running a hyper-targeted and local campaign in a small town, they were able to get excellent reach, as seen on the heat map below.
While running their Car Quids campaign, Dental Concepts also ran an online social media competition. Without wasting valuable space on the vehicle creative, they were able to bolster the results of their car advertising campaign. The ‘spot, snap, win’ competition ran on their social media channels, encouraging Andover residents to tweet and share pictures of the Dental Concept’s branded cars.
It created a real buzz in the small town of 50,000 people where Dental Concepts’ customers reside and local residents were therefore able to win free tooth whitening treatment, electric toothbrushes and other dental prizes.
A multi-channel campaign run by Dental Concepts was an innovative and fun way to drive engagement in the local community. As a result, the surgery even gained coverage in industry press, in the British Dental Journal.
Conclusion – think outside of the box for your SME with a multi-channel marketing campaign
The options for running a multi-channel marketing campaign can seem daunting. However, picking a few marketing channels and executing them really well can pay off. Dental Concepts extended their car advertising campaign by a further 6 months, due to the positive results they received. Consequently, it just goes to prove how effective combining different SME marketing channels can be.
As a result of thinking outside of the box to plan something which is genuinely engaging and will connect with a local area, it is great way to increase brand awareness, especially if your company is in its infancy.
Challenged to recall an iconic advertising campaign, the likelihood is that a business-to-business (B2B) campaign wouldn’t instantly spring to mind. Dove’s ‘Campaign for Real Beauty’; Old Spice’s ‘The Man Your Man Could Smell Like’; Coca Cola’s ‘Share a Coke’ – all iconic, all business-to-consumer (B2C) campaigns.
It is, however, a fiction to think that B2B campaigns will surely fail to create the same buzz as B2C campaigns – that they are necessarily less creative or innovative.
Considerations in B2B marketing
Undoubtedly, marketers will have a different set of considerations in mind when planning a B2B campaign. They will be faced with fewer customers and more complex transactions than in consumer marketing. The demands of this audience might also be different, often expecting insight, knowledge and expertise.
Whilst it is certainly true that your pool of potential customers tends to be smaller in B2B marketing, the type of customer you are faced with may also be mixed, with governments, manufacturers or trade customers to consider.
Another key consideration is that in B2B marketing the decision-making cycle is often longer than with consumer goods. A good B2C advert may make a consumer rush out to the shops or reach for their laptop – the “I have to have it” feeling. In a business scenario a similar reaction is more unlikely: “What’s the budget looking like?… Can I source the product cheaper?” are more likely initial reactions. This slows down the decision making process.
That said, there’s no excuse why all of these considerations should lead you to believe that you can’t be just as creative, innovative and daring with your B2B marketing.
Simply Business: A B2B marketing case study
Simply Business took the approach that if they wanted to stand out, they needed to do something different. As the UK’s biggest insurance broker, they have just become the first insurance company in the country to use car advertising.
The campaign, which is designed to target small business owners and tradespeople uses a mixture of Car Quids members and Simply Business customers as drivers on the campaign.
It was the latter element which was incredibly important for Simply Business: they wanted their brand to be driven by people who already believed in it. It also addressed a key concern that many marketers have when booking outdoor generally: how do I know that my campaign is being seen by the right audience?
Simply Business have ensured this by asking their audience to carry their brand- it will be seen at hardware stores and industrial areas, for example, where people are more likely to buy business insurance. Decision making cycles may be longer in B2B, but the Simply Business brand will be seen in the right place, everyday for months.
Thinking outside the box
What the Simply Business campaign shows is that B2B marketing does not have to be overwhelming – you can do something different whilst taking lessons from other advertising mediums: a strong visual and a clear message always succeeds.
It’s one of the beauties of choosing car advertising, compared to other outdoor mediums, that you can make an impact and be uniquely targeted. On another one of our campaigns, a client has used demographics and consumer behaviour to create a similarly targeted campaign.
Perhaps next time you’re challenged to think about an iconic marketing campaign, you will think of Simply Business: boldly harnessing the potential of a new medium, planning a uniquely targeted campaign and giving something back to their current customers.
Using demographics to plan an outdoor advertising campaign is a tried and tested tool. Demographics give marketers invaluable information, such as people’s occupations in a particular area, or how old they are. Traditionally, this information alone could be used to plan an outdoor campaign.
Industry experts are, however, increasingly playing down the power of demographics in outdoor advertising. Ian Reynolds, CEO of KBH On-Train Media, recently argued that because socio-demographics are changing advertisers should target behaviour, rather than demographics.
Targeting consumer behaviour is a good way to overcome what Ian described as the ‘flat-age’ society we now live in, but we believe that demographics remain a key starting point in planning new campaigns because behaviours often stem from demographic factors. We found this when planning our campaign with Azimo.
Azimo: A Case Study
With international money transfer app, Azimo, we were able to create a uniquely targeted campaign leveraging census data as well as the data we hold on our members and their cars.
Our analysis of London identified key remittance-sending communities in different parts of Lodnon. This data was important in mapping out money-sending corridors, relevant to different currencies.
Using Car Quids as a local advertising medium, the Azimo branded fleet was able to be deployed in areas that are strategically most relevant to their business.
We married up hyper-targeted outdoor advertising at scale with direct customer acquisition. From our inventory of over 10,000 cars we reached out to our London driving community, surveying them to find out who sent money abroad.
80% of the drivers we selected for this campaign send money abroad regularly.Drivers we matched with the brand were not only likely to be direct users of the Azimo app, but also more likely to refer their friends, family and co-workers in the community. They were incentivized by a promotional code, offering £10 free towards a transfer within the app.
The promotional code, alongside Car Quids dashboard technology, will allow Azimo to track their campaign. From this they will be able to incorporate other marketing channels, or even do more with their Car Quids campaign. One example is by using strategic positioning of cars: incentivising owners of branded Azimo cars to park outside traditional money sending shops on Saturdays, when the shops are at their busiest.
Planning a successful campaign using demographics
Looking beyond demographics is key to creating more sophisticated campaigns which fit in with changing consumer lifestyles.
Demographics and consumer behaviour together are a powerful combination of factors for campaign planning. Most importantly, they allow us to provide brands with hyper targeted outdoor advertising and with instant customers who are willing to be ambassadors for the brand.
This combination is just one facet to planning a successful, targeted and trackable outdoor advertising campaign.
The sharing economy puts collaboration at its heart. While in its infancy, it has been pioneered by early-innovators such as Airbnb, Taskrabbit and Easy Car Club. Its possibilities are only just being realised: from peer-to-peer property and car rental, to free libraries popping up in old phone boxes. The sharing economy is increasingly embedding a feeling of community and collaboration in our economic and social lives.
At Car Quids we’ve relied on the sharing economy to develop our inventory of over 10,000 cars. Having created this community, the next stage is collaboration: finding brands which our drivers are ready to champion on their vehicles. We want our drivers and brands to be part of the same journey to drive change.
Personalising the sharing economy
There is the risk that the sharing economy can be impersonal: that relationships can be commoditised. At Car Quids we believe that approach is not the best way to make the most of the opportunity for collaboration the sharing economy presents. We’re fostering a community – of nuclear engineers, teachers, retail workers – people from all walks of life who understand innovation and are ready to disrupt the way things are done in advertising.
When we have new campaigns, we allow our drivers to choose which ones they want to be a part of. Collaboration is about sharing more than a product or space, but the information and knowledge our drivers have. Some of our campaigns even include people who are already customers of the brand – this means they’re already passionate brand ambassadors.
Surveying our driver community
On this premise, we thought it would be fun to survey our drivers to see which brands they’d most like to promote on their vehicles. It may come as no surprise that one of the world’s best-loved brands, Apple, came out on top:
4. Coca Cola
Taking a broader look, the general trend was that most drivers were keen to advertise technology companies – top responses including Google, Samsung and Microsoft. A number of factors could explain this: perhaps the demographics and occupations of our drivers, or the fact that these are big household names.
The food and drink sector is the second most popular sector people are keen to advertise: Coca-cola, Red Bull, Pepsi. These are global giants with an outdoor advertising presence across the world – from stadiums to billboards, or sponsorship deals at international events. With this in mind, our drivers could be telling us that advertising on cars is the next step for brands who already have a strong brand awareness. People are ready for a shake-up in outdoor advertising.
Digging deeper into community trends
As you can imagine our 10,000 drivers are a diverse bunch of people, and our survey attracted a wealth of responses. We delved into the connections our drivers have with different brands. Georgie works full-time in retail and is a current driver on one of our campaigns. She says she’d love to advertise anything “for animal charities, like donkey sanctuaries, or evenZSL”. Will we see charity ambassadors in branded fleets of cars next?
Riteesh, who runs his own start-up, has told us he has a passion for sport, nutrition and health because of his background as an ex-professional athlete. His dream company to advertise on his car would be a nutrition-based start-up, like Motion Nutrition. Interestingly, what motivated Riteesh to sign up was his passion for business, and supporting other businesses. This highlights the social and collaborative aspect of the sharing economy.
What do these responses mean?
Surveying our drivers is not intended to create a scientific cross-section of society, but the responses paint an interesting picture. They tell us that there are already people willing to drive change and disrupt the outdoor advertising industry with Car Quids. The responses also tell us that our drivers are eager to see household names, as well as a variety of other brands, join the car advertising revolution.
Are our drivers already imagining a world where the iconic John Lewis Hare and the Bear adverts come to life on the streets, where the Cadbury’s drumming gorilla may whizz past you at a bus stop and the PG Tips monkey could be parked on your street as you head to work, dying for that cup of tea you missed?
The global advertising market is worth $600 billion and growing at a healthy rate of 5% per year. Yet the main players – print, radio and TV – are all having to adapt to the demand for digital, mobile and online, and brand new mediums, such as car advertising.
Despite this backdrop, outdoor advertising continues to stand apart, with a growing market share over the past decade. Why?
Changing business models
Technology is enabling totally new business models to thrive – in advertising and beyond. The sharing economy is creating new categories of inventory; programmatic is changing distribution; and high-power analytics are putting planning data at marketers’ fingertips.
The shift to online has defined advertising over the past 15 years. Print media has moved online. Radio is increasingly consumed through channels like Spotify. Traditional TV is being cannibalized by Netflix and Youtube.
Out of home is now at the forefront of these shifts in the advertising market.
Where is the innovation happening?
Innovation in Outdoor is happening globally. Businesses integrate the use of data and technology with traditional out-of-home mediums. Most recently, in Japan data storage company Cloudian and advertising company Dentsu have developed smart billboard technology. This technology electronically identifies car models and targets ads to drivers on the move.
Closer to home, Car Quids has combines data and technology to allow brands to advertise on fleets of cars across the UK. Whilst advertising on domestic cars is an innovation in itself, the ability to combine tech and data to track visibility gives this type of vehicle advertising the edge over traditional bus and taxi advertising.
In 4 years Car Quids has grown from an idea to over 23,000 advertising sites, making it one of the largest outdoor media owners in the UK while working with some top brands.
It is a natural fit for us because it allows us to buy contextually relevant advertising space and enables us to target specific geographical areas in a very granular and measurable way.
Emma Kenelm, Chief Marketing Officer - Ola Cabs
Car Quids uses a sharing economy model: connecting relevant brands with drivers who want to monetize their daily commutes, shopping trips and regular driving habits.
Technology has allowed us to leverage the sharing economy, like Air BnB and Uber, to create outdoor advertising inventory in areas where it has been previously limited. Data being more readily available means we can be transparent and work with brands to quantify the ROIon their campaign. What makes us uniquely equipped to serve our clients’ needs is our easy-to-use dashboard, which allows brands themselves to access their campaign data. In this way, our car advertising can respond to data-hungry marketers with the metrics other Outdoor companies can’t give them.
Who is using it?
“The way Car Quids is utilizing cars as an advertising format allows us to be a lot more creative with our marketing. We’ve tried lots of new marketing channels, and Car Quids looks like they have a winner, the cars look great and it’s only a matter of time before more brands start including this in their media mix”
Andrew Gallagher, Director of Marketing at Papa Johns
It’s no coincidence that many of the brands using this new category of outdoor media are startups. Ola, Pensionbee, Drivy, Sell My Home and Veygo, have all used car advertising to achieve cut through, in what is otherwise an incredibly competitive outdoor market.
Companies like Car Quids are carving out the future of outdoor advertising, with more established brands like Pizza Hut, Admiral and Go Compare trialling this new medium, in a sign of the demand for fresh, creative channels to reach consumers with.
The future of outdoor and car advertising
Outdoor advertising is changing. New business models, the shift to digital, and an increasing appetite for change will continue to shape the direction of the industry. So what of the future of outdoor advertising? Companies are increasingly trying to nail platforms which allow Outdoor inventory to be traded in the same way as online — but, as it stands, only time will tell if this is a realistic ambition.
Want to see the impact car advertising can create for your brand, click below and to get in touch.
Recently we launched our latest campaign with Makers Academy, Europe’s leading Web Developer boot camp, who now have a branded fleet of cars in advertising in London.
To analyse the ROI of the Makers Academy campaign we are using a unique URL on the creative of those vehicles – ‘learntocodein12weeks.com’ – to promote their flagship Learn to Code in 12 Weeks course.
The unique URL means that Makers Academy can identify people who have engaged with their Car Quids campaign as visitors and even converting customers on their website.
In doing so, they can evaluate the impact of someone having seen one or more of the Makers Academy branded vehicles, both as a middle line result on their website and also on the bottom line as customers.
Although the campaign is just a few weeks in, the results are three times higher than a comparably priced Ashdel campaign Makers Academy ran last year.
Head of Marketing at Makers Academy Arfah, has said that she’s impressed with the campaign so far, telling us:
“It’s been spotted by our graduates, so it’s clearly getting in front of the right kind of people”
Car Quids enables brands to advertise on a GPS tracked fleet of over 23,000 cars all over the country. We help drivers offset the costs of owning a car, and allow brands to take advantage of an underutilised advertising format to reach new customers.
The brands we’ve worked with so far have experienced the impact of car advertising on brand awareness and sales uplift. Our rigorous approach to campaign analysis and tracking has helped us show these individual brands how car advertising can work for them…but don’t take our word for it watch our customers talk about working with us in this video.
We launched the Million Quid Car as our way of showing how just one car in central London can reach thousands daily by displaying the GPS route map and impression count for anyone to see online. The car is already covering 100+ miles per day advertising in central London!
With over 30 brands on the car already we’ve seen a great response from marketing managers and CMO’s. Travelex, Papa Johns, FT Live, Joe & Sephs, YPlan, and many others have all come onboard. With 70% of the car still up for grabs over the next three months we will cover the car completely in advertising in a media first, resulting in huge exposure for all the brands involved.
Car Quids has worked with different brands launching new products up and down the UK. Successful campaigns we’ve run with eMoov and easyCar Club have helped us refine our model for helping brands enter a new region, and we wanted to share what we’ve learnt and why advertising on cars is working.
Follow habitual lifestyle patterns
Outside of the major cities people don’t take public transport to work, they drive. Your audience is just as likely to be commuting to the suburban office park as it is to be buying groceries in an out of town shopping centre. Unsurprisingly this means city centres can often be empty during the week, with people spending much more time Out Of Town.
These lifestyle differences put the car at the heart of daily life, following the habitual patterns of your audience on a daily basis, making car advertising an effective channel that responds to habitual patterns.
Minimizing wastage is a key concern for any store opening. Physical retail locations have a defined catchment, and targeting consumers outside of this is effectively wasted budget. Targeting smaller regional cities can therefore be a real challenge.
Car Quids selects drivers from the local community. That means we follow the natural catchment of the local population. It minimizes wastage, and increases the efficiency of your campaign.
There are limited locally oriented media options outside of the major cities. Car Quids covers over 100 towns and cities in the UK, allowing brands to achieve high levels of reach and frequency at a local level. Working with eMoov demonstrated that car Quids was able to complement other marketing channels by extending brand reach, contributing to a tripling in brand awareness and tangible sales results for their business.
Word of mouth travels faster in smaller communities. This is a great opportunity for brands who want to create buzz about their new store opening. We select drivers with local roots, they have friends, colleagues and families living locally and this gets people talking.
To find out more on how Car Quids can help brands launch in regional towns and cities contact us here.
While outdoor can be very effective, it is often clustered together, around public transport hubs and city centers. This is effective for reaching some audiences, but is often not efficient for extending reach beyond these clusters.
Why is extending reach difficult?
Planning a campaign that successfully reaches your target audience can be difficult. A large outdoor campaign might reach 25% of a city, doubling the size of the campaign might only extend the reach by 5-10%. This is simply a function of scale, when many sites are clustered in the same area the audience overlap will be large. This makes it easier to achieve increases in total impressions, but not necessarily unique views of an ad.
How does car advertising extend reach?
Extending reach, therefore, requires ad postings that cover different audiences. Advertising on cars achieves this because it follows the movement of real people, and their daily routine and can be booked so as to not overlap with other outdoor advertising sites. The map below illustrates how in a city of 750,000, like Nottingham, even just 5 cars can achieve a staggering reach. Covering 18,000 miles of road, literally blanketing the city with advertising.
Blue lines represent full bus network of over 100 routes, red and green lines show heatmap coverage of car advertising campaign from GPS tracking data.
When overlaid with the over 100 bus routes in Nottingham it becomes even clearer how car advertising can extend reach cost effectively. The percentage of the city covered by just 5 cars is over 150% greater than that of 100 bus routes.
Where does car advertising fit in?
While the figures above paint an impressive picture of car advertising it belies two other core metrics for an outdoor campaign - frequency and total impact. Bus advertising with its consistent movements in dense urban areas, make it a strong channel to achieve big audiences with a high opportunity to see an ad. Both formats have their relative strengths and weaknesses, but when used together as complementary channels far better results can be achieved.
Planning a campaign therefore requires an appreciation of where different formats, bus or car advertising, can add value. A recent campaign run by eMoov for example utilized Bus advertising, TV, and Radio, in two similar cities but extended the campaign in one of the cities to isolate the impact of car advertising.
While brand awareness increased 2x from a 17% base in the city without car advertising, in the city with Car Quids, brand awareness increased a staggering 3x from a 11% base demonstrating the effectiveness of car advertising. This clearly shows that car advertising can be an effective way to extend reach for outdoor campaigns and the importance of being seen in the real World in building a brand.
How can you track the results?
As a technology company we use GPS devices to monitor our fleet of cars, it gives us accountability and allows us to demonstrate clear performance metrics to our clients through an online dashboard. In previous campaigns our clients have used promotion codes, unique phone numbers, and other direct response call to actions to track the performance of a campaign.
However, we’ve found the most effective way to measure results is to A/B test different cities to isolate the impact of the activity. eMoov planned two identical campaigns in two different cities, and used car advertising as the only variable. This allowed them to accurately measure the additional impact of car advertising on their campaign. Incorporating a brand tracking study before, during, and after the campaign helped eMoov to measure the impact on brand awareness.
Car Quids recently launched a brand awareness campaign for eMoov, incorporating local drivers who were homeowners themselves.
Brand awareness is a critical component of the estate agent model. In a crowded market with lots of players offering the same service, standing out and winning new business from competitors becomes very difficult. Many estate agents have used branded cars for brand awareness campaigns, to help build trust with the consumer.
For startups in the property industry building brand awareness becomes a serious challenge, but one that is necessary to grow confidence with homebuyers and sellers.
A New Model For Estate Agents
Online estate agent eMoov are a new and exciting disruptive force in the property industry. They offer sellers a £495+VAT flat fee to sell their homes, by removing many of the unnecessary costs of traditional agents, like swanky offices, and company cars. Despite this, advertising new home sales to prospective buyers remains very important.
A Different Way To Build Brand Awareness
Brand awareness is hard to achieve. Big TV, Radio or Outdoor campaigns are notoriously expensive and crowded out by competitors with bigger budgets. While these channels remain tried and tested, complementary mediums like car advertising can enhance their impact and improve the ROI. Staying true to their brand ethos of offering a more disruptive solution, leveraging the association that car advertising has with the property industry, made this a great brand awareness opportunity for eMoov as part of their wider marketing strategy.
The Sharing Economy
For a modern disruptive brand like eMoov, utilising the sharing economy model of the Car Quids fleet made sense. Car Quids doesn’t have unnecessary fixed costs of other media owners so we can pass on the savings. The Car Quids analytics dashboard also brought a layer of accountability by providing audience estimates and GPS tracking. This granular level of analytics for an offline medium made it possible to more effectively target the campaign and measure its impact. Creating an account for our analytics dashboard is free.
Locally Oriented Brand Building
Without physical shop fronts, establishing brand awareness locally is therefore a helpful tool to gain the trust and confidence of the local community.
With a fleet of over 5000 drivers across the country, Car Quids can deliver a local presence, one that is represented by the friends, families, colleagues, and communities of our drivers. Advertising on these cars is uniquely targeted at a community level, providing cut through, and adding complementary local level coverage alongside eMoovs wider marketing strategy to gain an edge over the competition.
Testing different marketing channels is essential to find a successful recipe to turbo charge the growth of your business. Without testing its impossible to know whether the marketing strategies you are using are giving you effective returns on your advertising budget. Businesses that do test can find huge savings in their customer acquisition costs, as well as strategic advantages over competitors who are not exploiting all the marketing channels available to them.
Small businesses are naturally limited in their ability to invest in mainstream marketing channels like TV or billboards, but there are many different options available that can reach an audience affordably.
Direct – Flyers and mailings
Relatively easy to test, but hard to scale, direct mail and flyers can be very effective. With a per unit cost that can be expensive, targeting is key to making this channel work. While printing can be relatively inexpensive, the time and effort required to deliver to even a few hundred potential customers makes this a channel that should be used carefully. Targeting specific neighborhoods, down to even the street level is important. Identify your target customers, and make sure you minimize wastage, by doing your research beforehand.
Posters, Billboards, and Car advertising
Billboards are widely used by some of the biggest brands out there. It’s a high impact medium that stands out to consumers. However, the entry point for a small business can be expensive, and outside of the biggest cities billboards can be in short supply or not available at all. Car advertising is a great alternative that stands out, but with a much more affordable price point – find out morehere
As an online channel we recommend Facebook advertising. Putting together an advertising campaign is straightforward and can be highly targeted. With a relatively small budget you can start to experiment with this channel. The key to making this channel work is
With the potential to generate lots of inbound interest to your business for free, this can be a very cost effective marketing tool. The difficulty is making your product newsworthy! There are literally thousands of PR companies all pitching on behalf of clients, and to get picked up can seem like an impossible task. We recommend contacting local publishers, and emphasizing you’re connections to the local community. If you can put together a good hook for a news article, and you’re a local business pitching to a community driven publisher, you should get lucky eventually.
Multi Channel Marketing
Each of the marketing channels listed above can be effective in their own right. However, for the best results a combination can be a high impact formula for tangible sales results. Marketing strategies that leverage the power of offline and online are particularly effective at engaging with potential customers and driving sales. A marketing mix that spans the lifestyle of your target audience, building awareness at every opportunity, is the surest way to make your company stand out.
Owning a car can be a huge expense, and at Car Quids we’re helping thousands of people make extra money through car advertising. We’re not the only one’s though, several new startups are finding innovative ways to help make your car pay for itself.
With 27 million cars and vans in the UK, many of us rely on our cars to do our daily routine. However, even with fuel prices at the lowest levels in years the average motorist is still spending over £2250, and when you include road tax, insurance and MOTs the bill rises to a staggering £3500 a year. With many of us using a car just to get to work it’s little wonder that owning a car feels like an expense we can barely afford.
Fortunately car advertising is not the only way to earn extra money to offset the costs of car ownership. All told by using some of these services we think you can cover the full £3500 per year cost of owning car, and have some left over for track days, or a few weekend trips.
Peer-to-peer car rental:
Renting out your car to strangers might seem risky, but the reality is far from it. Thousands of people are now using car clubs or car rental marketplaces like easyCar Club to rent out their car for extra money. If you’re not using your car on a regular basis this could be for you, as it allows you to put your car to work, with the possibility of earning thousands of pounds annually.
You’ve probably hitched a ride with a friend before, but services like BlaBlaCar allow you to find passengers for your next journey. The next time you’re planning a trip simply register the journey on BlaBlaCar website and you could be earning fast as passengers sign up paying you for giving them a ride to your destination or dropping them off on the way.
Registering your car with Car Quids is a no hassle way of making easy money. Simply register your car on our website and wait for us to find you an advertiser for your car. There are over 5500 drivers registered with Car Quids from every corner of the country, and advertisers are looking for cars to advertise on all the time. Once we’ve found an advertiser for your car we’ll pay you monthly just for driving your daily routine.
With lots of services touting savings on insurance or car finance, when compared with what you could be earning from your car the returns are small. Signing up to Car Quids or any of these innovative startups is a no brainer if your feeling the pinch and want to offset the costs of owning a car.
The proliferation of Out-of-home (OOH) media has created many options for advertisers. The goal for any OOH media owner is to make these options even more engaging for consumers. As a static medium, this creates a conundrum for OOH, as consumer engagement is increasingly linked to technology, including many of the newest technologies.
While it may seem like OOH is in competition with mobile and digital media in the battle for customer engagement, OOH is a key point of entry into consumer’s mobile devices. The unavoidable impact of outdoor advertising when we’re out and about creates countless opportunities to turbocharge multichannel advertising campaigns. In an increasingly saturated landscape combining offline and online can be the perfect recipe for creating a successful campaign.
As a point of entry to mobile devices, understanding OOH as part of a successful campaign requires an appreciation of how it can impact ROI. Those familiar with outdoor are acutely aware that the value of OOH is less around direct response, than it is about building brand awareness. To this extent a key metric for measuring ROI of an outdoor campaign should be its impact on the overall Cost per Acquisition (CPA) across all channels.
Capturing consumer mindshare through a well executed outdoor campaign can have a huge impact on response across other channels, and understanding your OOH budget in this context can be key to unlocking efficiency savings on CPA.
Despite the obvious limitations of a static medium, OOH actually has the power to unlock tremendous value for brandsthat use outdoor advertising to reach their target audience. In its own right it can be a powerful advertising tool, but when paired as part of a multichannel campaign the value is magnified through its ability to build brand equity and massive awareness of a marketing message.
Car Quids is a car advertising company. We have thousands of cars up and down the country, available for brands to use in outdoor advertising campaigns targeting specific demographics and regional areas.
Normally focused in and around major transport hubs outdoor is very effective at hitting high concentrations of people. As I sit here writing in the gallery above Waterloo station, the busiest in Europe, I see Google’s domination of the enormous billboards that cover much of the station. With 225, 000 passing through the ticket barriers each day it’s obvious that this is a great location for outdoor, as is much of the public transport network, but what about those people that don’t take public transport to work.
In the UK 60% of commuters take a car to work each day with the average Briton driving 8200 miles per year. Studies by the Department for Transport show that only 9% of the 954 trips made annually by the average Briton were by bus or rail, in comparison to 64% made by car. These people don’t see the ads on the tube, on the train, or in the stations. Similar research conducted by the RAC reveals that instead they spend 10 hours per week driving, and 4 hours per week staring at the rear view window of the car in front, making time on the road a “high dwell” opportunity that can hit 60% of commuters daily, not to mention those on the road less frequently.
With over 45% of the total outdoor inventory and only 13% of the total UK population, London is the centre of outdoor advertising in the UK. More broadly, outdoor is concentrated in the top 10 population centres, but with a further 65 cities in the UK with a population above 100, 000, totaling some 20million people, much of the national outdoor audience is left relatively untouched. Some of these smaller cities present prime long tail advertising opportunities, but currently lack the media infrastructure to support a significant outdoor campaign.
Reaching this long tail audience can be incredibly valuable for brands as there is less competition from other outdoor media in these areas. Campaigns can also target demographics, resulting in a more efficient ROI for advertisers. In many cases cities like Swansea and Bristol, for example, there is limited available outdoor advertising space, and car advertising can be a great way to increase the reach and impact of a campaign.
This is why at Car Quids we’re building the largest car advertising network in the UK. Our drivers commute to work in the morning with everyone else, exposing the media on their cars to commuters in high dwell time situations. Covering over 100 towns and cities in the UK, our fleet is possibly the most geographically diverse available to any advertiser wanting to run outdoor advertising campaigns. Brands can find more information on running a car advertising campaign on our brands page.
Outdoor advertising has been around since the Stone Age, literally. Cave drawings were some of the first creative works completed by humans, with only the most basic tools our instinct has been to share our experiences in the simplest way possible. These drawings all tell stories, every one is different, but as humans we can relate to their messages.
As we evolved so did our creativity, and fast-forward to the 21st Century the sheer variety of mediums through which to communicate is staggering. As reaching an audience becomes increasingly complex amongst the see of competing media, being able to simply and effectively communicate with your potential customers becomes even more important. Outdoor remains a stunningly simple way to connect with your audience, and it is for this reason that Outdoor is often referred to as the last true broadcast medium.
While the simplicity of a cave drawing is childlike, its message is clear and to the point regardless of its lack of depth or complexity. In a world where we are bombarded with increasingly elaborate advertising at every turn, sometimes the simplest messages stand out, and in this respect Outdoor retains its position as a medium to help brands reach an audience with clear, simple, and effective messaging.
Tapping into Outdoor as a key lever in your marketing strategy can be incredibly powerful, it can complement other channels, or used as an awareness tool to capture mindshare. Despite having been around for millenium, the ability to simply and effectively engage consumers through creative Outdoor advertising continues to stand the test of time.
Fast forward to the 21st century, and increasingly outdoor advertising is powered by technology. Despite its humble origins, to convey a message in todays fast paced and constantly changing world requires more granular targeting and planning to clearly define your target audience. Using technology to do this can help define where to run your campaign.
As an outdoor media provider, Car Quids works with advertisers that want to achieve large-scale brand awareness. There are a number of reasons why awareness is important for brands, and for easyCar Club, growing their presence in a new city was exactly why car advertising made sense.
The brief from easyCar Club was to increase their user base in Bristol. They wanted both more car owners to offer their cars for rent, as well as for drivers to book rentals on their platform. Of equal importance was to convey to car owners the significant financial rewards, and to car renters the significant cost savings of using easyCar Club.
To maximize the effectiveness of the campaign we selected drivers based on mileage, commuting patterns, and demographic information. We also selected a wide variety of cars and vans, in different styles and sizes, to demonstrate the type of vehicles available on easyCar Club’s platform. Finally drivers were chosen with driving patterns that meant their vehicles would be driven on a daily commute exposing the branding to car owners, and then parked in areas giving exposure in a more pedestrian oriented setting targeted towards potential car renters.
To convey the desired messaging separate imagery was chosen for each side of the car to emphasize that anyone can rent our their car and make money through easyCar Club, and also make cost savings renting through them as well. Since our fleet is comprised of personal vehicles, this strategy was especially effective as it allowed anyone who saw the messaging to identify with real car owners like themselves, or for renters to understand exactly the sort of vehicle they could be renting. This is in stark contrast to the often impersonal and faceless billboards and street advertising that is hard for consumers to identify with and blends into the background.
The final piece of the puzzle was effectively reaching the audience. The nature and routine of car advertising allows for repetitive, dynamic messaging across whole neighborhoods, covering a significant chunk of the Bristol area. In many cases the car advertising is the first thing many consumers will see in the morning on the way to work, and the last thing they will see on their commute home, both extremely important times for capturing mindshare. This is a significant advantage over other forms of outdoor media that are fixed in situ, sporadically covering only city centres, and competing for eyeballs in areas crowded with other media – this is especially true in cities outside of London with a low density of media alternatives.
Vehicular advertising has long been part of the marketing strategy for many brands that have their own fleets. Eddie Stobart is one brand that has become synonymous with this form of advertising. Instantly recognizable, their trucks target a captive audience and dominate motorways up and down the country. Eddie Stobart even created a popular kids game, where players had to record which trucks they saw and were rewarded with prizes – a truly immersive outdoor experience.
Over the next few months we will be featuring our favorite examples of vehicular advertising on the Car Quids blog. If you have any suggestions that have caught your attention please let us know. We would love to hear about it!
Foxtons is known as one of London’s most well recognised estate agents. There are a number of reasons that Foxtons remains a market leader, with one of the most well known being their consistent commitment to brand building.
Visit a Foxtons branch and you’ll be struck by the high-end branding and attention to detail, it’s an experience that customers remember, and one that stands for quality and a high standard of service. However, to take the brand out of the branches and into the streets, Foxtons relies on car advertising to build awareness and target new customers.
If you live in London you will almost certainly have come across a Foxtons car, and it is for this reason that car advertising has proven so effective. Unlike Billboards, car advertising has the unique ability to penetrate neighborhoods and target demographics that other outdoor advertising formats find hard to reach. Couple the wide coverage of car advertising with eye catching graphics and clear messaging, and you have a winning formula for brand building which Foxtons has executed very successfully.
While this sort of anecdotal evidence demonstrates that car advertising yields extremely powerful results, recent research from 3M also shows that car advertising has advantages over other outdoor formats, with 96% of survey respondents saying they thought fleet graphics were more effective than billboards. It is to little wonder then that brands like Foxton’s continue to invest in car advertising as a tool to grow their brand and target specific audiences.
With the cost of owning a car skyrocketing there are a number of ways that you can save money on your vehicle that don’t involve leaving your job and becoming a taxi driver. In an ongoing piece on how to save money on your car, we’ll be writing weekly on different products, services, and ideas that can help you make meaningful savings on owning a car.
Vehicular advertising has been around for a long time. We’ve all seen it on buses and other commercial vehicles, but did you know that you too can earn money for having ads on your car? As the number one player in this market CarQuids, connects drivers with advertisers. Advertisers then select where and who they want to advertise with, and the selected drivers can then earn up to £100 per month just for having ads on their cars.
Advertising campaigns run from 3months right up to 18 months, which means by signing up with Car Quids you could guarantee yourself earnings of £100 per month for 18months, £1800 in total. Advertising campaigns come in on a rolling basis, and you could find yourself earning money every month indefinitely if there is enough demand for your car! For most drivers that kind of money is enough to cover a lot of bills, and keep the costs of running a car down.
Drivers can chose which advertisements end up on their cars, and Car Quids only ever uses top grade vinyls. If you don’t mind driving around with advertising on your car, the Car Quids car advertising program is for you.
With close to 4000 drivers on our books already there are people from literally all over the UK represented in our fleet. In fact we have had enquiries from as far away as Kazakhstan, Canada, and Continental Europe all expressing interest in joining the Car Quids team. The drivers on our books cover every conceivable demographic, from tradesmen, to young mothers, to professionals, and students.
“I’m a busy mum who drives my kids to school, work and do the shopping, I spend more hours driving around then I do at home!”
“I would also be willing to be a brand ambassador for whatever I advertise!”
“Good placement for students – in view of 400+ students from their dorm window”
Our ability to target the drivers, and their driving patterns rests in our database. To become a Car Quids driver each applicant completes a multi-page questionnaire, giving us information into what they do, where they go, and how much they drive. This data allows us to target campaigns, whether that means something specific like healthcare workers in a defined region, or more general like professionals in London. Using the data on the drivers themselves then gives us insight into their habitual patterns, where they commute to and from, where they park, and total mileage.
Our drivers are real people, and they live real lives. As such advertising with Car Quids gives your campaign exposure to those same people, their friends, their networks, and their colleagues.
We’re all familiar with outdoor advertising, we see it on billboards, buses, buildings, and on the side of the road. Outdoor advertising is something that many of us experience every day, but up until now it has been almost exclusively limited to traditional billboards.
Car advertising is a new form of outdoor advertising. In principle it is no different from any other outdoor format in that it is another opportunity for brands to connect with consumers. To join our fleet Car owners can register their car with Car Quids to get matched with an advertiser.
Advertising on cars gives brands the opportunity to reach new audiences. By their very nature personal vehicles are ‘personal’, they’re part of local neighborhoods, workplaces, and retail venues, and as a result have the power to weave messaging into the fabric of everyday life in a distinctive and impactful way. This can be very powerful for brands trying to reach a local audience, whether its a national campaign targeting consumers at a community level, or regional campaigns targeting defined customer groups in specific towns and cities.
While Car ads can reach a local audience they also get coverage in prime locations, like city centres, motorways, and major retail locations where they compete for eyeballs with existing outdoor media, like billboards, buses, taxis, and digital screens (DOOH). This combination of busy commuter traffic, retail and shopping exposure, and time spent in local neighborhoods make car advertising a very powerful medium for reaching audiences at the right time and in the right place. Uniquely car advertising is often the first and last advertising that a consumer sees, and this is essential for building and retaining mindshare
Our fleet covers over 100 cities and towns in the UK and this is growing every single day. For more information on what car advertising can do check out our brands page.