Truckside Advertising: Hot New Ad Medium
"It's a high-impact medium," says David Margolis, president of San Diego-based Trykor Rolling Media Inc. The fast-rising popularity of such wraparound ads is boosting the growth of outdoor advertising generally, according to Margolis. Outdoor advertising's share of total ad revenues, now 2.3%, is up from 2% in 1990 and is expected to reach 3% in the next few years, according to one trade report.
This week and next, a 24-foot Lexus billboard will come to life on the streets of Los Angeles and San Francisco, on the sides of a Trykor truck strategically positioned at key traffic points.