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"TruckSide Advertising Spawns New Industry"
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Transport Topics
May 28, 2001
“With outdoor advertising space at a premium, TruckSides
serve as readily available, highly affordable mobile billboard.”
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.
For 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.
One broker assists clients with everything from planning their
advertising campaign to producing the graphics. Vaughn Anderson,
Roadmark’s operations manager, describes his company’s
mission: "We act as liaison between client and fleet operators,
managing every detail from start to finish".
With carriers and advertisers busy running their day-to-day
business, these companies serve as the go between that keep
TruckSide advertising rolling.
In some cases, additional players are involved in the process,
providing further separation between the advertiser and the
carrier. For example, a company may engage its advertising agency
for concept and graphic design. The media broker may also choose
to rely on outside printers or output bureaus to help generate
the printed graphics. Even outside media analysts can be tapped
by the advertiser in order to obtain independent statistics.
Whether a third party has all the necessary in -house resources
to execute the campaign or elects to involve other vendors,
one thing is clear, they are sure to capitalize on advances
in printing technology that have made it possible to put clean,
crisp, durable graphics onto vehicles within reasonable time
frames and budgets.
Currently, there are two techniques being used to create TruckSide
advertising - self-adhesive graphics and vinyl graphics combined
with a framing system.
Traditionally, the most common technology for fleet graphics
has been an adhesive technology typically used for longer commitments.
This self adhesive vinyl "wrap" is a single-graphic
image that can remain on the vehicle for up to 5 years, the
king of longevity sought by business partners agreeing upon
a long-term relationship. It is the preferred solution for messages
that are likely to remain static over time.
The main source of these advanced adhesive technologies is 3M
CORP., which has developed top quality products that cover trucks
with wear resistant, high resolution graphics. 3M’s Scotchprint
Matched Component System utilizes the company’s exclusive,
specially formulation materials to deliver vibrant colors with
high durability.
The Graphics Division of Avery Dennison Corp. is another technology
provider for self-adhesive graphics products, offering pressure-sensitive
cast-vinyl films that are designed specifically for vehicle
applications.
Also known as "mural graphics," these wraps can be
produced both digitally and via screen printing, depending upon
the quantities required. Printers simply take the clients’
artwork and output a full sheet reproduction on vehicle vinyls
and apply the graphics to the entire surface of the vehicle
-sides, rear, windows and moldings.
Vendors abound for the production of self-adhesive fleet graphics.California
fleet graphics provider Y3K Decal Graphix, which specializes
in digitally produces high-resolution large-format printing,
is a prototypical example. With clients ranging from small business
to Fortune 500 companies around the country, Y3K can ship these
vehicle wraps to a nationwide network of certified installers
to expedite installation. Y3K uses a 300-600 dots-per-inch HP
INK JET for short-term projects and a SOLVENT INK JET for long-term
graphics expected to last five years or more. Both printers
produce up to a 54-inces-wide, large format output.
Adhesive graphics are now being challenged by a newer solution
consisting of a lightweight vinyl tarpaulin combined with a
framing system. This system allows full-color graphics to be
printed and inserted into the frame, rather than adhered directly
to the truck. Also known as flex-face vinyl, this slide-in slide-out
system is generally used for short-term engagements - one main
distinction from self-adhesive graphics.
"By drastically reducing printing production costs, and
requiring an installation or removal time of only 30 minutes,
Side Track allows simple graphic change-outs for seasonal or
time-sensitive messages." MediaVehicles CEO Keith Rinzler
says "it was designed to be the lightest weight, lowest
cost system available".
Transport Bulletins also offers a banner framing system that
allows the installation of changeable signs. These hardware
kits are designed to fit nearly every straight truck and semi-trailer
manufactured. The company works with brokers, imaging companies
and directly with advertisers to outfit trucks with this durable
framing system. With a proliferation of large format printers
operating in markets around the country, advertisers can obtain
printing independently and utilize the Transport Bulletins system
to frame the vinyl output.
Framing has become a viable option because it requires less
fleet downtime than do adhesive technologies and allows the
graphics to be reused. Transport Bulletins points out several
other advantages afforded by the framing system. Installation
is quick, requiring approximately two labor hours to complete.
In addition to reduced downtime, framing systems offer easy
installation in any weather, and the ability to make changeovers
while the vehicle is being loaded or unloaded. Furthermore,
the framing system protects the vehicle body as well as the
underlying decals of institutional fleet graphics. The image
covers the entire vehicle from side to top, creating more surface
area for advertising.
NUR AMERICA offers a solution know as Nurfleet, which combines
large format digital inkjet imaging with specially developed
pigment inks, vinyl and two-component clear coating to create
aesthetically pleasing, long lasting fleet graphics. Recently
NUR began partnering with Sign Now to produce its national media
program, which makes available a nation wide inventory of 10,000
trucks and buses to advertisers. Geva Barash, vice president
of sales for NUR America, calls the arrangement an opportunity
to capitalize on the "large and untapped market for fleet
graphics." NUR also offers a self-adhesive version of Nurfleet.
Whether the output media are a vinyl banner for use in a framing
system or a self-adhesive product applied directly to the vehicle,
there is more than one printing option available. The traditional
screen printing method provides up to 300 dpi full-color graphics.
But the long setup time and lack of flexibility have opened
the door for other technologies that have made fleet graphics
more time-and-cost-effective.
As mentioned earlier, the most important advance in recent years
is large format digital printing, which is essentially the use
of a giant ink jet printer. Achieving high resolution at expanded
sizes was a breakthrough that has had enormous impact on the
fleet graphics industry. Consequently, it is the dominant printing
technology in use.
Another emerging option for generating fleet graphics is thermal
transfer printing, a process that delivers affordable, durable
outdoor graphics without the need for lamination. This technology
- a process of transferring ink from a coated ribbon to a substrate
using thermal print head - is used in lieu of screen printing
for short run applications because of its quickness, flexibility
and ease of use. Thermal transfer offers minimal setup time,
speed of output (up to 900 sq. ft. per hour), exceptional durability,
low cost per image and media flexibility.
No matter the technique, no matter the technology, advertisers
and carriers engaging in TruckSide advertising relationships
are clearly on the road to mutual pr9fits.
The advantages of this alternative marketing medium are many,
for both advertisers and carriers. With outdoor advertising
space at a premium, TruckSides serve as readily available, highly
affordable mobile billboard. Companies of all shapes and sizes
benefit from the high number of consumer impressions this medium
creates. Flexible time commitments, high visual impact, and
precise repeatability are among the many benefits that have
drawn advertisers to TruckSides. On top of all this, companies
can pinpoint their target audiences by aligning their demographics
with the carrier’s modes of operation - whether local,
regional or national. |
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