Outdoor company Posters in Transit has signed up hundreds of white van owners as well as corporate fleets so that it can offer advertisers the chance to use the vans as posters.
Posters in Transit claims that it can target audiences reached by the vans by route, area and time and that it can also select vehicles that travel around key business areas or during rush hours.
It also claims that over 3,000 people an hour will see each campaign poster and, in addition to offering ad sites on the back of vans, will also offer complete van wraps.
Charles Endacott, the managing director of Posters in Transit, said: "The positioning of our posters is in direct line of sight of other road users, drivers and passengers, and this maximises the impact of the medium."
White Van Man to become new ad medium
by Ian Darby, 07 December 2009, 3:15pm
LONDON - "White Van Man" is set to become the latest ad medium with the launch of a media service offering to display posters on the backs of white vans across the UK.
All Comments
sarah arrow - 08 December 2009
Works well in theory but the practicalities are different. Our customers expect us to represent them, what happens if we deliver their goods branded with a competitor?
I should imagine the competing company would be laughing their socks off.
Ideal for companies with a 'static' fleet who wish to monetise their under worked vehicles, but sadly those that do the most miles are the ones that are most visible, they would not be able to undertake a campaign that would cost them business.
Robert Billington - 08 December 2009
Sarah raises some interesting points. I should immediately declare myself to represent Posters in Transit, and I welcome the opportunity to comment.
We do understand the competitive nature of brands and take great care to ensure no such conflicts occur. And don't forget to mention any cultural or religious restrictions requested by our van owners. We manage those with equal care and professionalism.
The majority of our fleet is made up of individual owner drivers, although we are now adding fleets which include charities, small independent courier fleets and convenience store chains. We would never ask the convenience store fleets to advertise a competitor, and we are sensitive to our 'charity' van owners' values.
We do not use "static" fleets, but only vehicles that cover the routes and distances necessary to give the targeted visibility required. Also, contrary to what you say, key visibility is not determined only by miles travelled but by a combination of route, area, time and mileage and, for each campaign, we select those vans that provide a combination that best meets our advertisers' target audience objectives.
I hope that answers your concerns Sarah
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