advertising in motion

AdverTrailer Systems has found a way to transport billboards to precise target markets. Well, sort of.
The Boca Raton, Fla., company’s secret is to place ads on the sides of trucks.
“It’s one of the most effective ways to advertise in the outdoors considering the cost per thousand,” said president and CEO Richard Fagin.
So far, the fledgling company has convinced ABC, Liquidprice.com and packaged goods giant Colgate-Palmolive on the merits of dispatching trucks to precise demographic locations, virtually ensuring direct hits on particular target markets.
“[Outdoor] billboards require people to stop, to look at the ad,” Fagin said. “But with the trucks, we take the ad to the people.”
Phyllis Woolley, director of African American marketing for Colgate-Palmolive, said the traveling boards have been a great success in targeting ethnic communities.
“It was very important that we could circulate these ads into very specific neighborhoods, to target ethnic consumers,” Woolley said.
–David Lipin