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Ads struggle to hitch a lift on trucks

21st July 2005, Page 16
21st July 2005
Page 16
Page 16, 21st July 2005 — Ads struggle to hitch a lift on trucks
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AN ADVERTISING company is struggling to find operators willing to carry adverts on their trucks, despite offering up to £3,000 per vehicle per year.

So far London-based RoadAds has signed up more than 500 trucks, but demand for space far outstrips supply.

MD Nigel Petty says the advantage of using trucks over traditional billboards is that audience exposure to each advert is far greater because they move around, "There's been an explosion of interest," he reports. "The first two years were extremely hard but now it seems that brands and retailers have suddenly realised the value of advertising on the side of trucks."

He addsthat for betweeni100 and £250 a month, the only inconvenience operators face is having each truck off the road for three hours while the adverts are applied.

"All hauliers have a nightmare with margins and we have an income stream:. says Petty "We want. them to give us a ring.

Storage and distribution group Yearsley, based near Manchester. currently has adverts for Nissan vans on 50 reefer trailers. Operations director Edward Yearsley says the company rejected requests to carry lingerie adverts:"We would definitely do it again but it has to be the right advert. We don't want an adverse reaction from our customers.

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Locations: Manchester, London

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