Advertisers are being invited to buy into a scheme involving the
unusual combination of truck drivers and cutting-edge satellite
RoadAds, the company behind the initiative, has transformed the sides of
1,000 lorries into mobile posters, which are then tracked by a satellite
RoadAds claims the satellite system will ’enable comprehensive journey
profiles to be built up and target audiences measured accurately’.
The advertisements can be up to 45-feet by eight-feet in size and are
produced using vinyl technology that is both weather proof and
The value of the satellite-tracking device, called Gismo, is that it
allows RoadAds to monitor the area that the ad has passed through and
the length of time it spent there.
RoadAds estimates it takes four hours to fit or exchange the ads. Mobile
teams are employed to conduct the transfer work at a location of the
In return, the hauliers get the satellite-tracking system installed for
free and receive a fee for allowing their vehicles to be used for ad
Tony Whines, managing director of RoadAds, said: ’Although they were
once the preserve of companies delivering a physical product, the
benefits of vehicle-based advertisements are now available to all
RoadAds is not the only company running such a scheme. Articulate, a new
poster company based in the North-east, has launched a similar
initiative using the backs and sides of trucks. It also deploys
satellite tracking systems, as well as an evaluation tool called Movie.