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The Transportation Advertising Council of America (TACA), a specialty group of the Outdoor Advertising Association of America, confirmed mobile media's effectiveness in a 2001 study.
According to Outdoor Advertising Magazine,* TACA's market research indicated that:
- Messages on outdoor mobile billboards have a 97% recall rate.
- Ninety-six percent of respondents said mobile is more effective than traditional outdoor advertising.
Findings by the American Trucking Association and 3M* in their research on mobile advertising include:
- Ninety-one percent of the target audience noticed text and graphics on truck advertising.
- Thirty-five percent of respondents looked closely at the trucks.
- Twenty-nine percent of those surveyed said they would buy products advertised on trucks.
The Association of Mobile Advertising recently conducted research on the effectiveness of mobile advertising. It created a three-truck advertising campaign for Boomerang dog food, a fictitious brand used only for the study. Results included:
- Boomerang's awareness increased from zero to 32%.
- Seventy-four percent of those aware of the advertisements correctly associated Boomerang with the mobile advertising.
- Awareness of the mobile advertising tended to be higher among males
- Respondents between 18 and 34 years had the highest awareness.
* Outdoor Advertising Magazine, July/August 2002
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