NOT only will advertisers drop cookies into browsers, they can now watch mobile billboard performance with a project that Toyota Mobility Solutions Philippines Corporation (TMSPH) is demonstrating. The innovative project, in cooperation with Flare Inc. is designed to create a data-measuring system for the advertising business using mobile billboards.
“We are always excited to try new technologies, and Flare has given us the opportunity to do so. We are looking forward to working closely with Flare in testing their system and application to improve our internal marketing studies,” TMSPH President Cristina Arevalo said in a statement.
Monitoring the performance of mobile billboards is not new. Using telematics software, billboard companies can show clients where the billboards are at a given time. More advanced systems can also track driver behavior, such as speeding and hard braking and even geo-fence into a particular area.
Flare’s system is similar. Last May 17 this year the company launched its prototype mobility service demonstration project specifically measuring the effectiveness of wrap advertisement of fleet vehicles based on vehicle location information using the GPS data sent from a mobile app.
This demonstration project, led by TMSPH also includes Toyota Financial Services Philippines Corporation (TFSPH), its’ automobile sales finance company, and Toyota Daihatsu Engineering & Manufacturing Co., Ltd. (TDEM), Toyota’s regional office in Asia. During the demonstration, TMSPH will serve as an advertiser by promoting TFSPH’s KINTO One full-service lease product.
Unlike fixed outdoor advertising the mobile billboard can collect a broad range of data and knowledge relating to advertising effectiveness. Based on the description in the Toyota press release it will use real-time data sourcing to accurately measure advertising effectiveness better. Also, by using and checking GPS-based vehicle position with information sent from drivers’ smartphones and real-time traffic data collected at each location, it can profile advertising exposure better than data obtained from a periodic traffic census.
“Through the optimization of advertising rates based on detailed advertising effectiveness, we aim to offer more reasonable and satisfactory mobility advertising services to not only advertisers who desire to maximize cost efficiency but also corporate customers who want to reduce costs for owning and using cars by receiving advertising revenue,” the press release described.
The direct benefit Toyota can gain from the mobile billboard monitoring project, aside from the exposure of its KINTO ads that will be plastered on ten fleet vehicles will be personalization. As data is collected more efficient location and audience. The mobile billboards will rove around pre-determined locations around Metro Manila, Laguna, and other bordering cities for six months
Factors like area and timing are optimized to meet advertisers’ positioning to the individual needs by a particular audience. It can also be shifted by intensifying allocation of advertising vehicles in specific areas during a sale, for example or lessening it in areas where the target market is less dense.
TMSPH however said that the project has the potential of creating a variety of new mobility businesses, including flexible and meticulous advertising campaigns using digital advertising vehicles and operational management of fleet vehicles through an effective use of apps and GPS.
