How to Determine the Length of Your Mobile Billboard Campaign

Research shows that 97% of people recall ads from mobile billboards, compared to just 58% for online or smartphone ads. If you haven’t tapped into the potential of mobile billboards yet, now is the time!

This ad format is a powerful way to place your message directly in front of your ideal audience. However, a common question we get is: How long should a campaign run?

Whether you’re introducing an exciting new product or gearing up for a major event, you already know a mobile billboard is the perfect choice. The question is: How long should it stay on the road? Too brief, and you might miss your target audience; too lengthy, and your message could become tiresome.

The answer lies in figuring out the ideal campaign duration before your mobile billboard hits the streets. In the following guide, we’ll explain exactly how to determine this, so you can be confident your mobile billboard will engage your audience for the optimal amount of time.

Considering Your Campaign Objectives On A Mobile Billboard

First and foremost, you need to consider the objectives of your mobile billboard campaign. Determining the campaign duration hinges on this step! Once you clarify what you want your mobile billboard to achieve for your brand, crafting the campaign will become much simpler.

Begin by outlining your goals. Here are a few we suggest:

  • Brand Awareness: If your goal is to increase familiarity with your brand, consider opting for a longer campaign. Enhanced visibility means more exposure, which helps build trust and recognition for your brand over time.
  • Product Launch: For an upcoming product release, a shorter campaign is often ideal. Rapid, high-impact messaging creates urgency and excitement, drawing attention to your new offering.
  • Event Promotion: Promoting an event requires careful timing. Launch your mobile billboard campaign early enough to build anticipation but avoid starting too soon, which could lead to fading interest. Gradually increase your campaign’s intensity as the event date nears.
  • Sales Boost: If you’re looking to drive immediate sales for a limited-time offer, a brief, dynamic campaign with a compelling call to action is key to maximizing engagement.

After defining your goals, consider your target audience. What is their age range? Younger groups may respond better to brief, high-energy campaigns, whereas older demographics might benefit from extended exposure.

Additionally, think about when your audience is most active. Understanding their routines will help you decide the optimal campaign duration. For instance, if you’re aiming at young professionals, scheduling your campaign during their commutes to and from work could be far more effective than running it during standard business hours.

Once you’ve established your goals and audience details, you’ll need to consider additional factors that will impact your mobile billboard campaign, which we’ll outline below.

Additional Considerations

Your goals and audience are just part of the equation for a successful mobile billboard campaign—there are several other factors to consider before moving forward. By addressing these elements, you’ll ensure that your mobile billboard effectively achieves all your objectives.

First on the list: market research. Gaining insight into the market is crucial for a successful campaign. Stay informed about current trends and think about how to make your mobile billboard stand out. Don’t hesitate to review what your competitors are doing and identify ways to elevate your own approach.

Next, consider seasonality. What events or trends are happening during the months you plan to run your mobile billboard? For instance, clothing retailers may see better results by aligning their campaign with the holiday shopping season, while travel brands might want to target the summer vacation period.

Also, keep your budget in mind. A limited budget may not support an extended campaign, so it’s important to assess how much you can invest. This will help you determine the most appropriate duration for your mobile billboard campaign.

Location and route are crucial considerations. Your mobile billboard will be most effective in areas where your target audience spends time. Focus on high-traffic spots like shopping centers, downtown areas, and major highways.

Plan your route to cover these key locations. Also, factor in local events such as concerts or festivals, and adjust your route to include streets near these happenings for added visibility.

Last up: be sure to consider your message. If it’s simple and straight to the point (like a catchy slogan), a shorter campaign might be just fine. However, if you have a detailed message or something that’s more educational, a longer campaign will help give your audience the time they need to absorb what you’re trying to say. 

By considering all these factors, your team will be able to determine the ideal duration for your campaign. Invest the time to plan thoroughly, and you’ll reap the rewards later on!

Brief Mobile Billboard Campaigns

So, how can you determine if your mobile billboard campaign should be short-term or long-term? Great question. Short-term campaigns are ideal for urgent promotions and for creating immediate excitement. Opt for a brief campaign in scenarios such as:

  • Event promotions
  • Flash sales and limited-time deals
  • Product launches

Short-term campaigns offer distinct advantages, beginning with their cost-effectiveness. They generally require less financial investment, making them suitable for smaller budgets.

Additionally, shorter campaigns tend to capture attention more quickly. A compelling message can significantly boost brand awareness in a brief period.

Moreover, shorter campaigns allow for greater flexibility. You can swiftly adapt and make changes based on immediate feedback. If you value the ability to adjust your strategy, a short-term campaign might be the ideal choice.

Extended Campaigns

Extended campaigns are an excellent choice for making a lasting impact on your audience. Opt for a long-term campaign if your goals include:

  • Enhancing brand recognition
  • Ongoing promotion of a specific offer
  • Providing consistent education to your audience

Just like short-term campaigns, extended campaigns come with their own set of advantages, particularly in terms of reach. A longer campaign allows you to engage a larger audience over time and gradually cover various segments of your target market.

Additionally, repeated exposure plays a key role. When consumers encounter your brand multiple times, they are more likely to remember it. This repetition can make a long-term campaign especially effective.

Finally, extended campaigns excel in maintaining consistent engagement. They keep your brand prominently in the minds of consumers, which is particularly advantageous in competitive markets. Keep in mind the “Rule of 7,” which suggests that a customer generally needs to encounter a brand’s message at least seven times before making a purchase or taking action.

Creating Your Mobile Billboard

Now that you understand the optimal campaign duration for your brand, you’re ready to get started.

Interested in setting up your own mobile billboard? We’re here to assist you every step of the way. Reach out to us today, and we’ll guide you through the process to ensure your message gets delivered effectively!

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