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Advertising02 November 2016

Future of OOH: Fleet Media – new advertising format that uses geolocation

Social trend

The first was Samsung, who with its project “The Safety Truck” (case study below) won 7 awards at Cannes Lions 2015 (including three gold and the title of Titanium Lion), five Clio statuettes (two gold) and the award of the “Time” magazine in the “25 top innovation in 2015” category. However, it was rather a great promotional campaign than a real solution with the potential for market implementation – mostly because of technological and legal issues.

Rarely a good idea results in implementation, but it does not mean that it is not justified. RoadAds interactive – the German company intends to prove it. They created its own advertising medium which uses electronic paper placed in the back of trucks. E-ink technology was chosen primarily because of the quality of the exposure (although this is not LED or LCD, the sunlight falling on the media do not make a difference in perception), but also for environmental reasons – the device consumes power only when you reload the displayed content. What is particularly interesting, vehicles are equipped with GPS transmitter, 4G and Wi-Fi, so that ads can be displayed on them on the basis of geo-location, in addition in real-time, depending on where in a given place the truck is.This opens up new, interesting space for companies whose promotion is based on advertising activities carried out locally.

In connection with the possibility to dynamically display content, media can meet one more – in my opinion very important – function, namely they can serve as signs. Thus providing knowledge about traffic jams, dangerous traffic events, distance to the next service station, and also display messages about changes in traffic organization. With the exception of a presentation of pre-truck images, this idea is the realization of almost 1: 1 concept presented by Samsung in 2015. However, the RoadAds interactive’s project has a chance to permanently stay on European roads in the coming years.

According to the study provided by the creators of this solution, up to 94% of consumers associate the ad, placed on trucks, and 80% of the respondents are able to recall at least one brand that uses a static ad on a trailer. RoadAds interactive also claims that each of the approximately 2.8 million trucks working in Germany generates 50 000 views per day, and Fleet Media advertising (using e-paper), attracts 2.5 times more audience attention than static advertising. The company began accepting pre-orders for the first 1,000 vehicles, resistant to dust, rain, car wash and ready to be mounted on each truck. The potential of this project is recognized not only by its designers – at an early stage Mercedes Benz became its main partner.

Commercial implementation of the project is scheduled for June 2017 and in October of this year, 5 trucks passed the tests on the road in Germany. I am very curious whether this media can become a permanent fixture in the landscape of advertising, which can be seen while travelling. What I know for sure is the fact that E-ink on semi-trucks is something more preferable for me than drones levitating above cars.

The idea of advertising using electronic paper of Roads:

RoadAds interactive – the future of advertising

RoadAds interactive enables real-time digital signage on vehicles for the very first time! This can not only provide relevant, gps-based advertisements, but much more! Think about information traffic jams ahead, the distance to the next gas station, and even notices about changes in road signalization.

Case study of “The Safety Truck” project by Samsung:

Samsung Argentina – Samsung Safety Truck (English Version)

An idea that instead of changing people’s lives, saves them. What do you think about it? Facebook: Twitter: Instagram:

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