Truckside Advertising Spawns New Industry

Fleet trucks are no longer simply delivering products — they’re delivering advertising messages as well. And the popularity of the medium appears to be spawning a cottage industry dedicated to its success.

or fleet owners, truckside advertising offers a new revenue stream to help offset rising fuel and operating costs. For a minimal investment, both private fleet trucks and common-carrier fleets can tap into this emerging marketing tool.

A carrier may engage in either a fixed fee or profit-sharing arrangement with the advertiser, typically with a media company brokering the deal. Either way, the carrier is able to generate additional income, as long as the advertising message is not a conflict of interest with its mission or that of its clients.

So what is the catalyst fueling this mobile advertising revolution? It is a combination of advances in graphics technology and a new generation of media brokers. The state-of-the-art large format digital graphics capabilities that have emerged in recent years are leading the way for media companies that recognize the possibilities that truckside advertising represents.

These third-party brokers specialize in truckside advertising, handling a full slate of duties from market analysis and message development, to graphic design and print production, to installation and removal.

For the full story, see the May 28 print edition of Transport Topics. Subscribe today.

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