The term fleet media refers to the placement of
advertisements on the side of trucks, vans, and other forms of transportation that form part of a
commercial fleet. It entails more than the addition of a company logo, name and number to the vehicles belonging to that company. The crucial difference is that fleet media, like any other form of advertising, is commercially available. If it is possible to buy space on a retailer’s delivery fleet then this would be fleet media as a form of
retail media
Retail media is marketing to consumers at or near their point of purchase, or point of choice between competing brands or products. Common techniques include in-store advertising, online advertising, sampling, loyalty cards and coupons or vouche ...
. Equally if a delivery/logistics company were to sell advertising space on its delivery vans this would be fleet media.
Truckside & Fleet Displays
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As a media fleet can be viewed as at best semi-targeted, and at worst untargeted. The only claim that fleet media can make to targeting is that the location of the vehicle in question is potentially limited geographically. Fleet media are more likely to be seen by people with cars on freeways or motorways or in the neighbourhoods of the business premises that own the fleet. It is something of a stretch to consider this targeting even if a vehicle is limited to a singles state, or area of the country, but occasionally this kind of thing is quoted anecdotally as a targeting effect.
Fleet media are often used in the UK as part of the launch of cinema releases or DVD launches.
See also
*Aerial advertising
Aerial advertising is a form of advertising that incorporates the use of flogos, manned aircraft, or drones to create, transport, or display, advertising media. The media can be ''static'', such as a banner, logo, lighted sign or sponsorship bran ...
*Bus advertising
In bus advertising, buses and their related infrastructure is a medium commonly used by advertisers to reach the public with their message. Usually, this takes the form of promoting commercial brands, but can also be used for public campaign me ...
* Driven media
* Helicopter banner
*Mobile billboard
A mobile billboard, also known as a "digital billboard truck", is a device used for advertising on the sides of a truck or trailer that is typically mobile. Mobile billboards are a form of transit media; static billboards, and mall/airport adver ...
* Out-of-home advertising
*Skywriting
Skywriting is the process of using one or more small aircraft, able to expel special smoke during flight, to fly in certain patterns that create writing readable from the ground. These messages can be advertisements, general messages of celebrat ...
* Transit media
*Truckside advertisement A truckside advertisement or truckside ad is a billboard that is affixed to a truck that is for the purpose of advertising to the general public. This is a form of outdoor advertising classified as transit advertising by the outdoor advertising as ...
*Van lettering
Wrap advertising or a vehicle wrap is known as the marketing practice of completely or partially covering (wrapping) a vehicle in a vinyl material, which may be for a color change, advertising or custom delivery. The result of this process is e ...
*Wrap advertising
Wrap advertising or a vehicle wrap is known as the marketing practice of completely or partially covering (wrapping) a vehicle in a vinyl material, which may be for a color change, advertising or custom delivery. The result of this process is e ...
References
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Advertising by medium