Bench advertising has been a common sight for years, quietly sitting at bus stops and street corners, getting the job done. But as out-of-home (OOH) advertising evolves, traditional methods are being challenged. New, more dynamic options are taking the spotlight—and car advertising is quickly leading the way.
At Carvertise, we’re shaking things up by transforming everyday cars into mobile billboards. We take your brand on the road, reaching people wherever they are—at work, at home, or even stuck in traffic. Plus, with real-time data, we make sure every ad is doing more than just looking good!
So, when it comes to effectiveness, what’s the better strategy: benches or cars? Let’s dive in.
Beyond the Screen: How OOH Advertising Remains Relevant Today
Out-of-home (OOH) advertising, including bench advertising, has been around for decades, and despite the rise of digital media, it’s still thriving. From billboards to bus stops, this form of advertising reaches people where they spend most of their time—out in the real world. Even as marketing strategies evolve, businesses continue to invest in OOH ads for one simple reason: they work.
What is OOH Advertising?
Out-of-home advertising refers to any form of advertising that reaches consumers while they are outside of their homes. It includes:
- Billboards
- Transit ads (buses, trains, subways)
- Street furniture ads (bus shelters, benches)
- Digital OOH (screens in malls, airports, and more)
OOH advertising’s relevance is backed by numbers. According to industry data, U.S. businesses spent nearly $8 billion on OOH ads in 2022, showing the staying power of this medium even in a tech-driven world. It’s a great complement to digital strategies, offering something tangible and hard to ignore.
Bench Advertising: Benefits and Drawbacks Explained
Bench advertising has long been a go-to for small, local businesses looking to reach their immediate community. But like any marketing strategy, it has its ups and downs. Let’s break down the pros and cons so you can decide if it’s the right move for your brand.
Reach & Exposure
- Limited Reach: Bench advertising works best for hyper-local targeting, primarily reaching pedestrians and drivers in the immediate area. However, its reach is limited to the spots where benches are located.
- Static Audience: Since the ad doesn’t move, only people who regularly pass by will see it. If foot traffic is low, the ad’s visibility can be minimal.
Impressions
- Average Impressions: Compared to larger formats like billboards, bench ads generate fewer impressions. They can be effective in high-traffic areas but fall short when it comes to broader audience exposure.
- Limited Visibility: Since bench ads are static, they miss out on the diverse viewership that more mobile or larger OOH formats can offer.
Cost-Effectiveness
- Affordable: One of the main draws of bench advertising is its low cost, making it a popular choice for small businesses looking for local visibility.
- ROI Concerns: While affordable, the return on investment can be a mixed bag. If the foot traffic isn’t substantial, the ad may not provide the reach or engagement needed to justify the cost.
Durability & Vandalism Issues
- Weather and Vandalism: Bench ads are exposed to the elements—rain, sun, wind—and are at risk for vandalism. This can decrease the effectiveness of the ad and potentially lead to costly repairs.
- Short Lifespan: Unlike digital or mobile ads, bench ads wear down over time, especially in harsh weather conditions, limiting their long-term effectiveness.
Suitability
- Best for Local Businesses: Bench ads are ideal for businesses focused on a specific geographic area. Local services like real estate agents, small retailers, and law firms benefit the most, as they target people in their immediate community.
- Hyper-Local Strategy: If your goal is to increase awareness within a small radius, bench advertising can offer just the right amount of visibility at an affordable price. However, for businesses looking for more extensive reach, other OOH formats might be a better fit.
Rolling Billboards: How Car Ads Stack Up
Car advertising is gaining popularity as an innovative, eye-catching form of out-of-home (OOH) marketing. By transforming everyday vehicles into mobile billboards, brands can reach diverse audiences and expand their footprint. Let’s take a closer look at the pros and cons of this strategy.
Reach & Mobility
- Broader Audience: Unlike bench ads, car ads aren’t tied to one location. They can reach a wide variety of audiences, as the vehicles move through different neighborhoods, cities, or even states.
- Impressions: Cars can generate hundreds of thousands of impressions per month as they travel through high-traffic areas, giving brands greater visibility compared to static advertising.
High Engagement
- Attention-Grabbing: Car ads stand out due to their movement and unique placement. People are naturally drawn to moving objects, making car ads more likely to catch the eye.
- Memorability: Studies have shown that mobile ads are easier to recall, as they’re often seen in unexpected contexts, leaving a lasting impression on viewers.
Cost-Effectiveness
- Cost Per Impression: With the ability to reach a broad audience, car ads often have a lower cost-per-impression ratio compared to more traditional OOH formats like benches or billboards.
- Active All Day: Car ads work for you around the clock, everywhere the vehicle goes, offering high visibility without the limitations of stationary ads.
Brand Awareness
- Multiple Touchpoints: Car ads reinforce brand awareness as they follow specific routes or pass through key locations. Over time, people are likely to encounter the ad repeatedly, increasing brand recognition.
- Expansive Reach: Whether it’s a local campaign or one targeting a larger geographic area, car ads can help brands build awareness across cities, regions, or even the entire country.
Flexibility
- Not Tied to One Spot: One of the biggest advantages of car advertising is its flexibility. The ad travels wherever the car goes, expanding the potential footprint of your campaign. Unlike a bench ad, you’re not limited to one location.
- Multiple Cities: Car advertising campaigns can be rolled out across several cities, giving you a larger market presence without needing additional ad space in each area.
Suitability
- Wider Geographic Targeting: Car ads are ideal for businesses looking to reach broader geographic areas or diverse demographics. Whether you’re a national brand or a local business, this format helps you expand your reach.
- Small Businesses Too: Even smaller businesses can benefit, as car advertising is scalable. It’s a great way to build brand recognition without needing a large upfront investment.
Hit the Road with Carvertise: The Best Choice for Mobile Ads
When it comes to car advertising, Carvertise is at the forefront of innovation, offering tailored solutions that fit every brand’s needs. With years of expertise, a nationwide network of drivers, and a proven track record of success, we make sure your ads aren’t just seen—they’re remembered.
Real-Time Tracking & Data
At Carvertise, we don’t just get your ad out there; we make sure it’s working. With digitally attributable ROI, our clients can see exactly how their campaigns are performing in real-time. Our reporting tools give you insights into where your ad is being seen, how many impressions it’s generating, and the overall success of your campaign.
Custom Campaigns & Flexibility
No two businesses are the same, so why should their advertising be? At Carvertise, we tailor each campaign to your specific goals. Want to target key cities? Done. Need a broader nationwide campaign? We’ve got that covered too. Our flexibility allows us to create campaigns that fit your needs, whether it’s swarming a single market or casting a wider net to reach potential customers across the country.
Carvertise: The Future of Bench Advertising Alternatives
When it comes to bench advertising, the traditional method offers local visibility, but it’s clear that car advertising drives far more impressions and engagement. With Carvertise, your ads are always on the move, reaching new eyes across cities, states, and even the nation.
Carvertise’s expertise, real-time tracking, and flexibility make us the top choice for brands looking to boost their presence in a more dynamic, mobile way. Ready to take your brand on the road? Reach out to us today and see how Carvertise can help you create a powerful, custom campaign!
FAQs
How effective is car advertising compared to bench advertising?
Car advertising generally offers far more impressions than bench advertising due to its mobility. It can reach diverse audiences across multiple locations, making it more effective for wider brand visibility and engagement.
What is the cost difference between car ads and bench ads?
While both options are cost-effective, car ads tend to offer a better cost-per-impression ratio due to their ability to reach a broader audience across multiple locations.
Can car advertising help me target specific areas?
Yes! With car advertising, you can choose specific routes and neighborhoods to ensure your ads are seen by the right audience, unlike stationary bench ads that are confined to one spot.
Are there any durability concerns with bench advertising?
Yes, bench ads are exposed to weather and potential vandalism, which can reduce their lifespan and effectiveness. Car ads, on the other hand, stay protected and active throughout the day, rain or shine.
