Static and digital mobile billboards are not interchangeable. Those out-of-home advertising options support very different strategies. Selecting which one you deploy will make or break a campaign.
Yes, both static and digital billboards have been proven to influence consumers, build brand awareness, and drive marketing ROI. But how they do it, when, where, and why are distinct.
Which mobile billboard strategy is the best use of your media dollars? This article discusses the advantages and challenges of both static and digital mobile billboards. It helped CMOs, media buyers, and other marketers achieve certainty in their choice.
Understanding the Difference Between Digital and Static Billboard Trucks
Which mobile advertising option is right for your campaign? It’s impossible to know unless you understand the differences between digital and static trucks. Oh, and here’s a quick tip — the differences are less obvious than you probably think.
Static Trucks
What the industry calls a static truck is better described as a box delivery truck wrapped in vinyl. These are a brand’s go-to for volume. Typically, static trucks are deployed in fleets of six to dozens. Depending on market density, they may all be deployed in a single market or multiple markets. A brand can’t dictate the routes, only the areas the trucks will be in. Static truck campaigns often run for six-plus months. Among their many benefits is price. Static trucks are a cost-effective alternative to billboards.
Popular Uses
- Product launches
- Expanding market share/dominance
- Brand awareness
Digital Trucks
If a brand wants to target a specific location, event, or route, a digital truck is the answer. It is a highly specialized vehicle with edge-to-edge LED displays on four sides. While static trucks are for volume, digital trucks are hyper-targeted. The fleet is often 1 to 4 trucks at a time, carrying a campaign that only runs for 1 to 3 days. They can remain in motion, circling a tight area, or be parked on-site to create a fixed-in-place message.
Popular Deployments
- Convention centers
- Major events
- New store opening
OOH Static Billboard Trucks are Powerful Brand Walls
What a static billboard wrap lacks in motion is made up for with large-scale visual impact. They are the cost-effective foundation for a long-term, physical marketing presence in an area. When done well, eye-catching visuals, brought to life in vibrant colors, attract attention, while streamlined messages connect with consumers quickly.
Advantages of Printed Mobile Billboards
- Sharing short-form, brand-forward content
- Supports market saturation
- Supporting established brands/product lines
- Creating top-of-mind awareness
- Establishing key branded images, colors, or design elements
Best Messaging Uses of Printed Mobile Billboards
- Promoting short, memorable brand messages
- Colorful, high-impact images
- Sharing evergreen brand positioning
- Supporting prolonged marketing campaigns (30 days to 12 months)
DOOH Trucks Are an Agile Billboard Storyteller
The advantage of a mobile digital billboard can be seen — and, in some situations, heard. They are among a brand’s top options for deploying an agile, short-term digital presence. Because digital trucks have screens, brands can deploy the power of motion (video and animation) to capture attention, engage audiences, and influence beliefs and actions.
Advantages of Digital Mobile Billboard Advertising
- Extremely eye-catching
- Sharing longer-form content
- Sharing time-sensitive information
- Rotate creative by time of day or location
Best Messaging Uses of Digital Mobile Billboard Advertising
- Product launches
- Store openings
- Highlighting frequent price changes
- Promoting limited-time offers
- Implementing daypart or weather-based messaging
- Using inventory-driven promotions
The Economics of Printed and Digital Mobile Billboards for Out-of-Home Advertising
Both digital and printed mobile billboards deliver excellent ROI for the media budget allocation. However, understanding a few key differences between the two options will help you further optimize budgets, enabling you to achieve the best campaign performance.
Budget Considerations for Printed Mobile Billboards
- Lower cost per thousand (CPM) vs. digital billboards
- Highly predictable, upfront costs
- No tech fees
Budget Considerations for Digital Mobile Billboards
- Higher cost per thousand (CPM) vs. vinyl billboards
- Somewhat predictable pay-for-time or impressions
- Digital assets are reusable for future campaigns
- Ultra-fast implementation of creative (often the same day)
The Ultimate Digital or Static Billboard Decision Guide
Still uncertain which path is right for your media budget and campaign goals? Consider the decision using four cornerstone factors: message duration, campaign length, speed-to-market goals, and budget considerations.
The Decision-Making Framework
Message Duration
The message never changes (static).
Message changes frequently/hourly (digital)
Campaign Length
Quick hit for a single event or a few days (digital).
Prolonged run of many months (static)
Speed-to-Market
ASAP/agile/responsive (digital).
Strategized well in advance of publication (static)
Can Static and Digital Mobile Billboards Be Used at The Same Time?
Yes, static and digital mobile billboards can and should be deployed in your next marketing campaign. It’s probably the best way to deliver the right message to the right audiences with the anticipated impact.
Why would you want to do this? As mentioned, the strategic purposes of static and digital mobile billboards are different.
Digital billboards are great for parking in high-traffic areas, like sporting events, to announce a new store opening or product launch. They grab attention and spark interest.
Static billboards are your broad market message delivery system. They serve a wider geographic area to build repeat exposure and increase audience awareness.
On their own, both static and digital trucks serve an important purpose. When combined, their performance is multiplied.
Ready to Use OOH Digital or Printed Mobile Billboards?
Creating and implementing mobile billboards is just one aspect of in-the-moment marketing — a strategy created by Momentara. We turn in-store, out-of-home, and event promotions into useful touchpoints that sync with the customer’s routines to encourage behaviors. The Momentara approach makes your marketing messages a welcome, impactful, and natural part of the customer’s day.
Whether your marketing needs are focused on billboard programs or if you’re intrigued by the in-the-moment opportunities offered by Momentara, we invite you to reach out. We bring you the technology, experience, production, scale, resources, and national presence to build certainty and programmatic success.
