Logistics Terms To Make You Sound Like A Pro in Out Of Home Marketing Meetings

As in any industry, the logistics and supply chain sector is laden with industry-related terms that can be confusing to outsiders. There are thousands of terms and acronyms in the supply chain dictionary, and that’s before delving into industry-related jargon.

It can take years to study up and become fluent in all the industry related terms. Alternatively, you can read Commoot’s handy guide to logistics and supply chain terminology.

Logistics Terms To Make You Sound Like A Pro

The size and scope of the logistics, supply chain, and freight transportation industries are truly staggering. The industry encompasses the entire globe and is an essential facet to commerce on this planet. In fact, the only organizations that can rival the overall logistics industry regarding size and scope are the world’s militaries. Like the militaries of the world, the logistics industry must function in multiple geographic areas and in multiple languages. As such, both the military and the logistics industry are fond of acronyms and terms that have a precise meaning and are only appropriate in a specific context.

What Are the Most Important or Commonly Used Logistics Acronyms?

Acronyms can be a real P.I.T.N, but their fast and accurate communication capabilities are essential to success in the logistics industry.

Logistics Terms for Transportation Modes

TL & FTL  (Truckload & Full-Truckload)

TL & FTL are shipment of freight that are loaded to a trailer’s maximum capacity, or maximum weight.

LTL (Less-Than-Truckload)

LTL means a shipment of small freight that doesn’t require the use of an entire trailer. LTL is typically utilized when freight weighs between 150 and 15,000 pounds and occupies no more than 10 pallet spaces on the trailer.

INT (Intermodal)

INT or intermodal mean involving two or more different modes of transportation. The most common form of intermodal shipping is a freight train.

OTR (Over-The-Road)

OTR refers to transport mode for shipping materials over long distances, as opposed to local routes.

Logistics Terms for Transportation Organizations

DOT (Department of Transportation)

The federal department responsible for the national highways, railroad and airline safety.

FMCSA (Federal Motor Carrier Safety Administration)

The federal agency within the DOT that regulates the trucking industry in the United States.

3PL (Third-Party-Logistics)

Outsourced logistics services encompassing management of one or more facets of procurement, transportation and fulfillment activities.

Logistics Terms for Updates & Operations

TMS (Transportation Management System)

A system or software used in supply chain and warehousing operations to account for inventory, fill customer orders and book transportation.

ETA (Estimated Time of Arrival)

The approximate time a truck, train or shipment is expected to arrive at a location.

POD (Proof of Delivery)

A document used to establish that a shipment is received in full.

BOL (Bill of Lading)

A legal document that lists the details of a shipment in the form of a receipt given by the carrier to the person consigning the goods.

SKU(Stock Keeping Unit)

A product identification code used to track inventory items, often displayed as a barcode.

What Are the Most Important Logistics Terms?

Comprehension of logistics terminology improves overall efficiency and ensures clear communication across a range of different channels, platforms and individuals. Fluency in logistics terminology however, portrays confidence and a complete understanding of the industry in which you conduct business.

Organizations & Departments


A commercial business used to transport various types of freight shipments to and from customers and suppliers.


Orchestrates freight, driver and equipment movement from one place to another while keeping close communication with drivers.


An intermediary between a freight shipper and a carrier who can transport their freight. Brokers are used to connect carriers and trucks to shipment that need transportation.

Truck, Trailer, & Driver


The individual behind the wheel of the tractor-trailer. The “driver” is not necessarily the owner of the truck, or the motor carrier company who operates it.


A mode of freight shipping in which two drivers alternate shifts driving the same truck with the goal of reducing transit time and delivering a shipment sooner.


Self-employed commercial truck driver or a small business owner that operates tractor-trailers for the transporting of freight shipments.

Sleeper Cab

A compartment attached to the cabin of a truck used for rest or sleeping. Alternately used to describe any tractor-trailer in which a sleeper cab is attached.

Day Cab

A tractor-trailer in which no sleeper cab is attached to the cabin of the truck. Alternately used to describe any tractor-trailer in which a sleeper cab is not attached.


Driving a tractor without a trailer attached


A trailer used to transport temperature-sensitive goods. Includes a refrigeration unit and corresponding insulating material.

Van (48’ or 53’)

A standard semi-trailer used to transport non-temperature sensitive freight. A basic van trailer is 53’ feet long, though 48’ trailers are not uncommon and frequently used in local and LTL deliveries.

Bulk & Bulk Trailer

A type of cargo that is transported unpackaged in large quantities and requiring of a trailer designed to such cargo.

Shipping Container

A large standardized freight container designed for intermodal freight transport. Shipping containers are easily transition from ship to rail to truck without the need to unload the container.


The route routinely served by the carrier.


A route or shipment that returns a carrier to its primary area of operations. A backhaul shipment generally cost less to secure as it is the preferred shipment for most carriers.


The highest revenue generating shipping lane from shipper to receiver.


The transport of freight over a short distance, typically from a rail yard or port to the final destination.

Drop & Hook

When a driver “drops” their trailer at a designated location and “hooks” to another trailer.

Freight & Facilities


Generally refers to cargo that is palletized for shipment.


The origin location of a shipment. The shipper is not necessarily the freight owner.


The destination location of a shipment. The consignee is not necessarily the freight owner.

Blocking and Bracing

The method used to secure freight inside a trailer or shipping container.


Refers to the amount of space inside a trailer or shipping container expressed in volume.


A business, service or individual who is paid to load and unload freight.

Gross Weight

The total weight of a shipment of freight, including all packaging and pallets.

Net Weight

The weight of a freight shipment without any packaging or pallets.

Pricing & Rates


Refers to the standard cost of moving freight from one location to another, usually city-to-city.


Establishes the cost and contract of a freight shipment between the shipper and the carrier.  


Refers to a carrier’s ability to transport specific freight. Capacity is subject to freight seasons, fluctuations in fuel costs, and the availability of trucks and drivers.

Now that you know how to “talk the talk” you can sling freight with the best of them and “walk the walk” straight into logistics success. Commoot makes it easy for brands to utilize truck space to deliver engaging, captivating advertising. Learn more today! 

Why It Works: The Psychology Behind Out-Of-Home Advertising

Have you ever driven down the highway and wondered why, in this modern technological age, companies and businesses are still putting up endless digital and print billboards, and foregoing digital billboards in favor of traditional static outdoor advertising? Sure, the relatively low cost first comes to mind, and it is true that digital can be cost-prohibitive: digital billboards can run a business anywhere between $3,000-$10,000 depending on location, compared to anywhere from $250-$4,000 to launch a classic billboard campaign. For multiple campaigns containing multiple ads, that’s a huge cost savings. 

However, with so many McDonald’s or Coca-Cola billboards that stretch across the country and are still displayed on traditional billboards, it’s clear that the initial cost of an ad campaign is not the only reason companies utilize Out of Home (OOH) advertising. 

While driving, you may have also pondered that in addition to cost, Outdoor Advertising itself may become obsolete. With digital marketing campaigns and pop-up ads so commonplace, perhaps you’ve wondered why, like many print publications, this type of advertising has not gone by the wayside and instead persists on roadsides, in buses and trains, and even on the backs and sides of semi-trucks. . Well, the answer to these questions is actually deeply-rooted in the way people process visual information. The fact is, whether digital or print, mobile or static, advertising mainly works due to the way we human beings are wired. Therefore, it should be no surprise that understanding the psychology behind mobile outdoor advertising is driving its success, and why the industry continues to see increases in annual revenue, having grown from $5.9 billion USD in 2009 to $8 billion in 2018. 

OOH Advertisements are Unstoppable 

Unlike a pop-up ad or spam email, Outdoor advertisements cannot be deleted or closed out. Whether you’re stuck in traffic and staring at billboards, or paused at a crosswalk while a mobile truck advertisement waits for the light to change, outdoor marketing penetrates the ad-blockers and recording devices consumers use today by seamlessly integrating a company’s brand and message into routine daily life. Additionally, outdoor advertising affords the freedom and versatility to create a campaign in a physical 3-D space, potentially allowing for some direct interaction with consumers, like this ad from IBM.

smarter ideas for smarter cities psychology behind ads ooh commoot


Out of Home Truck Ads Extend Your Reach 

From concerts and professional sports games to local community events, the 1,200 mobile truck ads operating in the U.S. in 2017 were able to visit them all. With a 14% increase in effectiveness when paired with print outdoor advertising and a 40% increase when paired with digital media, the successful results of truck ads speak for themselves. 

Additionally, brand awareness increases significantly when truck ads are used. Psychological research has determined people experience a familiarity principle, wherein they react better to familiar objects, concepts, and other things than unfamiliar ones. By directly targeting events and locations with higher density, the same effect can be achieved with your brand’s mobile outdoor advertising. Even if the audience is unfamiliar with your brand or product, the familiarity of recalling having seen your logo or slogan can be a deciding factor for consumers making a purchasing decision, and they may be more likely to choose your product over a competitor. 

Mobile Billboard Marketing Can Appeal to The Unconscious…

According to the Outdoor Advertising Association of America, 98% of Americans indicated they notice media targeting vehicle drivers and passengers, including mobile truck ads, and billboards. However, it would seem that the remaining 2% may be mistaken, at least on an unconscious level. Due to the constant inundation of information perceived through our senses, our brain has to sort out what seems the most relevant. This explains the slight delay between stubbing your toe and screaming an expletive: the pain signals need to travel from your foot to your brain, which filters them from other incoming signals before determining the appropriate reaction. For outdoor advertising, this means that merely glancing at a billboard or truck ad may be enough to trigger the familiarity principle in consumers later on. For example, when asked, more than 75% of audiences who saw an OOH ad in conjunction with other ad types recalled the brand a full 7 days later

… Or the Emotional

Separate research conducted on the subject by Harvard Business School Professor Gerald Zaltman reinforces the finding that “95% of our purchase decisions are made unconsciously, and only then they are justified through logic.” Therefore, in addition to reacting to unconscious stimuli, consumers are also responding to appeals “to intuition and basic feelings” as “the consumers’ subconscious sphere and stimulate buying.” 

But what, exactly, does this mean for your business? Outdoor ads like this one directly appeal to primal human emotions, and are incredibly effective in elucidating the desired response from consumers. 

vegan psychology behind ads ooh commoot


Regardless of your personal feelings on the ethical treatment of animals, by humanizing and anthropomorphizing the crab, this ad aims to elicit sympathy from consumers, with the implication that they may choose to modify their purchasing habits. However, by inciting an emotional response of any type, even negative, outdoor advertisements can still be effective in conveying the message and therefore, in their own way, successful. Controversy sells. 

In Conclusion: OOH is 328% More Effective 

Yes, you read that right. Research has shown that Out of Home advertising is a whopping 382% more effective at driving online activity when compared to television advertisements, and for an online-based business, this traffic could mean a huge surge in profits. While it may seem counterintuitive to incorporate mobile outdoor advertisements into an e-commerce business’s marketing plan, consider the 25% of people have been able to interact with an outdoor advertisement with their smartphone and the opportunities afforded by out of home advertising are seemingly boundless. Bright colors, lights, sounds, cut-outs, pop-ups, and moving displays are only a small fraction of what can be achieved with an outdoor advertising campaign, but in the United States, different states have a variety of laws in place to keep advertisements like billboards and truck ads from being too distracting and causing a potentially dangerous condition for drivers. If you’re interested in learning more about designing your own out of home advertising campaign and are located in the Midwest, these two posts are excellent resources for getting started. 

Ready to improve your advertising ROI and increase your brand’s recognition power? Contact Commoot to get started! 

Must-Know Info for Out of Home (OOH) Advertising in Wisconsin

What advertisers, brands, and billboard companies should know when running Outdoor/OOH campaigns in Wisconsin.

Out of Home (OOH) advertising is arguably one of the oldest forms of advertising, and certainly one of the most effective. Outdoor advertising is not just simple – it works. After decades of steady growth (32 consecutive quarters), it’s clear that outdoor advertising continues to work in the digital age.

We’ve put together a complete resource of everything a brand needs to know when advertising outdoors in Wisconsin. Below you’ll find information gathered from WisDOT, the Wisconsin State Outdoor Advertising Association and other public record information sites. 

The Highway Beautification Act of 1965 (Nationwide)

Before you can outdoor advertise in the state of Wisconsin, you should first understand the Highway Beautification Act of 1965, which applies to all 50 states. signed by Pres. Lindon B. Johnson, the Highway Beautification Act protects the aesthetics of roadways in residential and agricultural areas by limiting the size, number and frequency of outdoor advertisements. 

In addition to the Highway Beautification Act of 1965, outdoor advertisers must also conform to the Highway Advertising Control Act of 1971, which regulates:

  • The spacing between ads.
  • The type of lighting and ad can utilize.
  • The proximity of ads in commercial, rural, and industrial areas. 

Different types of businesses and signage are subject to different laws. For example, a sign for a business that is located on that business’s property is subject to a certain set of laws, while a sign for a business that is not located on that business’s property is subject to other laws.

In short – The Highway Beautification Act protects the scenic, commercial, residential and agricultural areas of the country from intrusive outdoor advertisements. While federal law applies to every state, each state enforces its own set of outdoor advertising legislation. States typically sort their counties into regions which allows for smaller regulation regions.

Wisconsin State Trucking Highway System

Wisconsin law prohibits the erection of outdoor ads on any portion of the rural or urban state trunk highway system right of way, which includes all numbered highways (Interstate, U.S. and state).

The highway right of way in rural areas extends beyond both shoulders, any ditches and all adjoining fence line. In urban areas, the boulevard medians, the terrace area between sidewalks, and the street itself are considered part of the highway, and are therefore off-limits to outdoor advertising. 

Wisconsin Outdoor (OOH) Advertising License

OOH outdoor ads in wisconsin say cheese

To outdoor advertise in the State of Wisconsin a brand must first obtain an Outdoor Advertising License.

Any person or company that erects or maintains more than two signs in Wisconsin in a calendar year is required by law to pay an annual license fee of $250.

The annual license fee does not apply to persons erecting on-property (or on-premises) signs that advertise their own business.

Additionally, a state permit is required to legally erect an off-property sign on private lands if the sign is adjacent to a state-controlled highway. To obtain an outdoor advertising installation permit a brand must:

These checklists can help you prepare your outdoor sign installation permit application according to the category of sign for which you are applying.

Regional coordinators (outdoor advertising signing contacts) utilize these checklists as a guide when reviewing your sign installation application.

Which Wisconsin Region Does My County Fall Under? 

Brands seeking an outdoor advertising license in Wisconsin must first determine the outdoor advertising region their ad will be located. 

Each country in Wisconsin belongs to one of five regions. Each region is administered by an outdoor advertising regional coordinator. See below for a list of counties and which regions they fall under.

North Central Region


  • Florence
  • Forest
  • Iron
  • Langlade
  • Menominee
  • Oneida
  • Price
  • Shawano
  • Vilas 

Wisconsin Rapids

  • Adams
  • Green Lake
  • Lincoln
  • Marathon
  • Marquette
  • Portage
  • Waupaca
  • Waushara 
  • Wood 

(715) 421-8082
1681 Second Avenue South
Wisconsin Rapids, WI 54495

Northeast Region

Green Bay

  • Brown
  • Calumet
  • Door
  • Fond du Lac
  • Kewaunee
  • Manitowoc
  • Marinette
  • Oconto
  • Outagamie
  • Sheboygan
  • Winnebago

(715) 421-8082
1681 Second Avenue South
Wisconsin Rapids, WI 54495

Northwest Region


  • Ashland
  • Barron
  • Bayfield
  • Burnett
  • Douglas
  • Polk
  • Rusk
  • Sawyer
  • Taylor
  • Washburn

Eau Claire

  • Buffalo
  • Chippewa
  • Clark
  • Dunn
  • Eau Claire
  • Jackson
  • Pepin,
  • Pierce
  • St. Croix
  • Trempealeau

(608) 785-9031
3550 Mormon Coulee Road
La Crosse, WI 54601

Southeast Region

  • Kenosha
  • Milwaukee
  • Ozaukee
  • Racine
  • Walworth
  • Washington
  • Waukesha

(414) 750-1728
141 NW Barstow Street
Waukesha, WI 53187-0798

Southwest Region

La Crosse

  • Crawford
  • Grant, Juneau
  • La Crosse
  • Monroe
  • Richland
  • Vernon

(608) 785-9031
3550 Mormon Coulee Road
La Crosse, WI 54601


  • Columbia
  • Dane
  • Dodge
  • Green
  • Iowa
  • Jefferson
  • Lafayette
  • Rock
  • Sauk

(608) 246-7906
2101 Wright Street
Madison, WI 53704

WisDOT Statewide

(608) 266-3611

(608) 266-6703
4822 Madison Yards Way, 5th Floor South
Madison, WI 53705

Mandate # Rule/Regulation Takeaway
84.30 Regulation of outdoor advertising. 4a1 The maximum areas for any one sign shall be 1,200 square feet with a maximum height of 30 feet and maximum length of 60 feet, inclusive of any border and trim but excluding the base or apron, supports and other structural members. Single signs and billboards must be no larger than 1,200 sq ft. 
84.30 Regulation of outdoor advertising. 4bm2   Signs containing multiple messages (such as rotating billboards) must remain in a fixed position for at least 6 seconds to minimize driver distraction. 
84.30 Regulation of outdoor advertising.   Signs must be 500 ft from other billboards and signs on the highway
84.30 Regulation of outdoor advertising 5m Mars Cheese Castle signs in Kenosha County. Notwithstanding any other provision of law and any local ordinance or other restrictions on signs, the Mars Cheese Castle business in Kenosha County may relocate its on-premises signs located near the intersection of I 94 and STH 142 in Kenosha County and maintain such signs at their new location. Mars Cheese Castle can do pretty much whatever it wants. 

Top 5 Rules for OOH Advertisements in Wisconsin

The majority of outdoor advertising space in Wisconsin is owned by a third party vendor.  These vendors are likely to help you with the specifics of your ad, but you should still be versed in the basics of outdoor advertising before you run off and rent a billboard that doesn’t help your business. 

Make sure your content is localized for Wisconsinites

Wisconsin lawmakers and associations alike prioritize local businesses over national ones. In fact, the majority of billboards in Wisconsin only advertise for local businesses. A very small percentage of billboards in Wisconsin display national based ads. 

Customize your messaging specifically for a Wisconsin based audience will have the greatest effect, and yield the greatest return.

Don’t Block Scenic Areas

Wisconsinites are outdoorsy folk, they do not appreciate intrusive ads that disrupt the natural scenery. 

Don’t Distract the Driver

One of the main reasons for the highway beautification act is to prevent driving distractions. Excessive, intrusive, and eye-catching ads result in distracted, unsafe driving. Therefore, your outdoor ad and/or billboard must deliver its message without distracting the driver.

Ads that are too distracted will certainly have a negative impact on your brand sentiment, if the state allows your ad to run at all.  

Make Sense Immediately

The average viewer looks at a billboard for less than six seconds, which means you have less than that to make an impression. This means that your billboards should be short, to the point, and easy to read in just a few seconds. Keep your messaging clear and concise. Remember, viewers are on the move when they see your ad, so it should make sense with very little thought from the viewer. 

Don’t Expect an Immediate ROI + More Ads Leads to Higher Success

Direct 1:1 returns on outdoor advertising investments are rare. Brands should not expect their billboard or outdoor ad to result in immediate traffic or KPIs the same way that PPC or even SEO campaigns will.

It’s important to keep in mind that your ads help to support who your brand is and what you offer. Outdoor advertising should be part of a larger branding campaign, and marketing strategy.

OOH advertisements is designed to keep your brand top of mind for your audience. 

Though tracking for billboards and other OOH ads can be difficult to measure, branding-based ad campaigns are shown to perform better when there are multiple instances of your brand across a city, state, or region. 

The more eyes that see your brand and receive your messaging, the more successful your branding power will be.That’s why we recommend running multiple outdoor ads in various locations for greater marketing power. 10-15+ billboards is a great starting number to get your brand noticed and remembered, in the least amount of time.

Standard Billboard Size Dimensions in Wisconsin

When creating an out of home ad, you’ll need to know the dimensions of the different types of billboards. See below for a full reference.

Bulletin Standard Billboard Size

Bulletin billboards are the largest standard-sized ad that delivers the max amount of exposure to viewers on expressways, highways and primary transit arteries. Bulletins are generally 14 ft x 48 ft, with half of an inch bleed on all sides.

OOH outdoor ads in wisconsin billboard size standards

Image source

Retrofit Poster Panel Standard Billboard Size

Retrofit and poster billboard ads are generally smaller, and more affordable than traditional highway bulletin billboards. Due to their size, poster billboards are common in residential communities, commercial areas, and near gyms, restaurants, and main streets. 

Posters are often preferred to billboards when a business is new, launching a new line or product, or looking to advertise on billboards for a lower cost.

OOH outdoor ads in wisconsin poster billboard size

Image Source

What are Gross Rating Points, and Why Do They Matter in Out Of Home Advertising?

The amount of OOH impressions within a desired market or demographic is calculated in Gross Rating Points – expressed as a percentage; one rating point represents an ad’s impressions equal to 1% of the market population.

To calculate GRP for billboards, multiply the number of target consumers with in a region by the percentage of people that are likely to see your ad in the target market. Then multiply that percentage by the number of ads found in you target market. 

For example, if you advertise to 30% of the target market and have 4 ads or “exposures”, your campaign would have 120 GRP. This metric can be useful in gauging how likely  your ad will be seen by your target audience at least once, and how many times they need to see it for the ad to be effective.

Other Useful Wisconsin OOH Links 

In addition to the links included in the narrative section the following links are provided for your convenience:

Commoot’s Competes with Wisconsin OOH Ads – and Wins

Commot ads stand out in the world of outdoor advertising. Our ads are not stationary -they adorne the backs of moving vehicles, and are therefore immune to many state regulations that can hamper the effectiveness of an outdoor advertisement. 

Commoot ads result in 7x longer impression than billboards. Since the ad messaging is found on the truck itself, Commoot ads aren’t restricted in controlled highway areas, scenic bypass routes, or in residential and commercial areas. Wherever your audience is, that’s where Commoot ads go. 

Ready to learn more about Commoot? Let’s go!

How Truck Drivers Can Earn More Money

Trucking is tough. It’s one of the toughest jobs in North America, and truthfully, one of the least appreciated. What’s more, the trucking industry has an over 80% attrition rate, which means those truckers who stick it our are the toughest of the tough.

Truckers are the lifeblood of America; they deliver the freight that keeps our economy a float, But how do truckers keep themselves a float when times are tough, and load boards are empty?

Through guile, determination, and thinking outside the box.

Earn More Money Tip 1: CDL Endorsements

You’ve already got one CDL endorsement, why not earn some more so you can “Earn Some More”

CDL endorsements certify that you have completed the proper training and have been certified to carry specific types of freight. They enable truck drivers to drive specialized trucks or transport freight that requires special care.

By earning another endorsement you also increase your; eligibility for a higher rate, the range of loads you are certified to haul, and value as a driver. The different CDL endorsements that are beneficial to trucker drivers include:

  • CDL – H: required for vehicles containing hazardous materials.
  • CDL – N: required to drive tank vehicles.
  • CDL – T: required to  to tow a double or triple trailer.
  • CDL – X: required to to haul hazmat and tank vehicles.

Earn More Money Tip 2: Train Other Drivers

There is no better way to hone your own skills than by teaching what you know to the next generation. Training new drivers is a great way to earn addition revenue, and the best part is you can train other drivers while earning money on a load.

If you own your truck, and are certified to train CDL student drivers, then you are already half way to earning some extra revenue. If training new drivers in your rig doesn’t sound appealing than you can always hook up with one of the many CDL driving schools as an instructor.

Earn More Money Tip 3: Carrier Bonuses

Many carriers offer bonuses to their CDL drivers. You could be eligible to earn extra money by systematically attacking the various bonuses.

Safety Bonuses are awarded to drivers who can move materials without any hassle, and they pay big! Demonstrating long drives without accidents, or complaints can lead you to collect the big bucks.

Fuel Efficiency Bonuses are awarded to drivers who save fuel wherever, and whenever possible.

Mileage Bonuses are awarded to drivers that hit a certain mileage amount within a month’s window.

Clean DOT inspections Bonuses are awarded to drivers who pass their required DOT inspection, which means they are driving their rigs efficiently, safely and responsibly.

Earn More Money Tip 4: Multiple Driving Roles

Looking to switch up your driving role. Good idea. Switching driving roles adds more than variety to your career, it adds dollar signs to your salary. With the proper certifications a driver could take on multiple roles, carry virtually any type of freight, and never driver empty again.

Solo OTR Drivers are the majority of the trucking industry. Solo OTR drivers typically earn $40,000 to $45,0002 depending on carrier company.

Team OTR Drivers work in pairs and switch off driving duties driving while the other rests. This method of switching off allows the truck to move longer distances, or arrive faster, which typically means more money.

Dedicated Drivers are consigned to make runs and deliveries for a single company. They have a specified route for that company, carrying only that company’s freight.

Owner-Operators are what most OTR drivers aspire to be. Owner-operators have worked their way up to be their own boss and call all the shots! Owner-operators run their own fleet of professional CDL truck drivers, sign contracts directly with companies, and earn $100,000 plus a year!

Earn More Money Tip 5: Lease Your Unused Ad Space

Arguably the best way for a truck driver to rake in the extra revenue is by utilizing their existing assets to their full money making potential. That 53 foot trailer you haul behind you day in and day out is so much more than a trailer, it’s a mobile billboard and way for you to make money whether you’re loaded or not.

Commoot partners with trucking companies and fleet owners across the country to lease their unused white space on the sides of their shipping containers. Trucking companies and fleet owners benefit from increased revenue, which can be extremely impactful in today’s current economy.

No need to worry about the ‘logistics’ of ad placement. Commoot does all the work for you, while helping you earn more revenue from your unused ad space.

How Truck Drivers Can Earn More Money commoot truck ad examples

Ready to Start Making More On Your Current Fleet? Contact us today!

Must-Know Info for Out of Home (OOH) Advertising in Illinois

What advertisers, brands, and billboard companies should know when running Outdoor/OOH campaigns in Chicago and Illinois.

Out of Home (OOH) advertising, also known as Outdoor Advertising, has been around for centuries, and doesn’t show any signs (pun INtended) of slowing down. In fact, the OOH industry has seen steady growth for 32 consecutive quarters. While there are some aspects of OOH campaigns that are critical in any state or location, Illinois specifically has several limitations and regulations that advertisers, brands, and 3rd party billboard companies must all adhere to when delivering effective and successful OOH ads.

The Highway Beautification Act of 1965 (Nationwide)

The Highway Beautification Act of 1965 (and later, the Highway Advertising Control Act of 1971)’s purpose is to protect residential (home) and agricultural (farm) areas from the intrusion of outdoor advertising signs, and to control the sizing, lighting, and overall spacing of all signs in commercial or industrial areas.

This act also protects the U.S.A.’s highways and roads in more specific ways. For example, this act prevents scenic bypasses, commercial areas, and overall what we see when we get into a vehicle from getting crowded, distracting, and ‘ugly’ from too many ads.

Different types of businesses and signage are subject to different laws. For example, a sign for a business that is located on that business’s property is subject to a certain set of laws, while a sign for a business that is not located on that business’s property is subject to other laws.

The main thing to remember: all local and state laws do still apply to all federal regulations. Federal laws mostly make intuitive sense, while state laws may be dependant on specific rules and regulations for specific areas. Most states break up their counties into “districts”, which allows for smaller regulation regions.

What are “Controlled Routes” in Illinois?

What is a Controlled Route? For the state of Illinois, there are several highways (“routes”) on which advertisements are limited for beautification purposes. This “control” of the routes and its impact on OOH advertisements varies in a number of ways. Some variables include the size, spacing, and surrounding ads of the billboards themselves. Others variables include commercial versus industrial routes, the age of billboard (some old billboards get ‘grandfathered’ in when they may not qualify for current regulations), and the layout of the roads surrounding the billboards.

Controlled routes have their own rules and regulations that apply to OOH ads in Illinois, in addition to local, state, and federal laws. Usually, controlled routes mean that fewer ads are allowed, with a tighter restriction on subject matter. See the map below for Illinois Highway routes that are currently controlled.

Illinois Highway Routes that Are Along Controlled Routes

  • Great River Road
  • Historic National Road
  • Historic Route 66
  • Illinois River Road
  • Lincoln Highway, National Scenic Byway
  • Meeting of the Great Rivers Road, National Scenic Byway
  • Ohio River Scenic Byway
  • GAP
  • View Full Map

Which Illinois District Does My County Fall Under?

When applying for a billboard or OOH sign permit, or when learning more about which laws and regulations your OOH ad must adhere to, the state of Illinois is divided up into 9 districts. To begin an application for signage approval, you’ll first need to figure out which district your billboard will be located in. If you plan to place a highway billboard advertisement, you’ll need to check to see if your sign is placed in a controlled route.

If you know the county in which your ad will be placed, you can find out which district that location belongs to. See below for a list of counties and which districts they fall under.

Illinois District 1

  • Cook
  • DuPage
  • Kane
  • Lake
  • McHenry
  • Will

Illinois District 2

  • Boone
  • Carroll
  • Henry
  • JoDaviess
  • Lee
  • Ogle
  • Rock Island
  • Stephenson
  • Winnebago
  • Whiteside

Illinois District 3

  • Bureau
  • DeKalb
  • Ford
  • Grundy
  • Iroquois
  • Kankakee
  • Kendall
  • LaSalle
  • Livingston

Illinois District 4

  • Fulton
  • Henderson
  • Knox
  • Marshall
  • McDonough
  • Mercer
  • Peoria
  • Putman
  • Stark
  • Tazewell
  • Warren
  • Woodford

Illinois District 5

  • Champaign
  • DeWitt
  • Douglas
  • Edgar
  • McLean
  • Piatt
  • Vermilion

Illinois District 6

  • Adams
  • Brown
  • Cass
  • Christian
  • Hancock
  • Logan
  • Macoupin
  • Mason
  • Menard
  • Montgomery
  • Morgan
  • Pike
  • Sangamon
  • Schuyler
  • Scott

Illinois District 7

  • Clark
  • Clay
  • Coles
  • Crawford
  • Cumberland
  • Edwards
  • Effingham
  • Fayette
  • Jasper
  • Lawrence
  • Macon
  • Moultrie
  • Richland
  • Shelby
  • Wabash
  • Wayne

Illinois District 8

  • Bond
  • Calhoun
  • Clinton
  • Greene
  • Jersey
  • Madison
  • Marion
  • Monroe
  • Randolph
  • St. Clair
  • Washington

Illinois District 9

  • Alexander
  • Franklin
  • Gallatin
  • Hamilton
  • Hardin
  • Jackson
  • Jefferson
  • Johnson
  • Massac
  • Perry
  • Pope
  • Pulaski
  • Saline
  • Union
  • White
  • Williamson

Below are some main takeaways regarding the rules and regulations of OOH advertising in Illinois. These are just a few of the most important things to keep in mind when running Outdoor Ad campaigns in Illinois.

To view the full administrative code, please visit Part 522 Control of Outdoor Advertising Adjacent to Primary and Interstate Highways, or IDOT’s Illinois Outdoor Advertising Guidelines.

Rule/Regulation Mandate # Takeaway
Section 522.150  Signs that may not be Erected or Maintained SECTION 522.150, Section 9-112.2 No Arrows, Maps, Or images that otherwise imply influence on the direction or movement of traffic
Section 522.150  Signs that may not be Erected or Maintained SECTION 522.150, Section 9-112.2 No rotating, flashing, intermittent or moving light or lights
No such sign may be erected along the same side of an interstate highway or expressway within five hundred feet of another such sign structure or location where another such sign has been permitted but not yet erected. Section 522.200  Standards for Signs in Business Areas Billboards can only be on one side of the road
Billboards must be 500ft (as the crow flies) apart from other OOH ads. Section 522.200  Standards for Signs in Business Areas Billboards must be 500ft (as the crow flies) apartment
Spacing requirements mean that billboards must be a certain distance away from each other, can’t distract from one another, and cannot draw the viewer’s eye too far off of the road. Section 522.200  Standards for Signs in Business Areas Signs are limited by other signs around them.
Rules and Regulations Can Differ Greatly Between Districts Section 522.200  Standards for Signs in Business Areas Rules and Regulations Can Differ Greatly Between Districts
Controlled Routes mean restrictions on Outdoor advertisements Section 522.200  Standards for Signs in Business Areas Controlled Routes mean restrictions on Outdoor advertisements

Top 5 Rules for OOH Advertisements in Illinois

Chances are, if you’re putting up a billboard OOH advertisement somewhere in the Chicago area (or anywhere in Illinois), you’re working with a third party vendor that owns the physical  billboards themselves. They’ll likely help you with the specifics of your ads, but it’s still good to know a thing or two going into the conversation. It’ll make placing and running your ads that much easier.

Billboard OOH Ads Should Have Less Than 10 Words

The average viewer looks at a billboard for less than six seconds, and one of the main weaknesses with billboard and outdoor advertisements is the fact that the viewer is nearly always on the move when viewing your ad. This means that your billboards should be short, to the point, and easy to read in just a few seconds. Keep your messaging clear and concise.

Don’t Distract The Viewer

One of the main reasons for highway beautification acts and regulations surrounding what can and cannot be displayed on highway advertisements is to prevent distractions. Too many ads, extra eye-catching ads, or ads that are too close together can result in distracted, unsafe driving. It should go without saying that your outdoor ad and/or billboard needs to deliver your messaging – without distracting your viewer.

Illinois drivers are no strangers to distracted driving causing traffic, dangerous driving conditions, or worse, accidents. You can bet that if your ad is distracting, it will have a negative impact on your brand sentiment, if your ad is allowed to run at all.

Make Sense Immediately

Another aspect of OOH in IL that should go without saying – your billboard needs to make sense with very little extra thought from the viewer. Viewers are on the move when viewing your ad – whether they’re driving, commuting, biking, etc., your ad needs to make complete sense immediately.

Especially in the more densely populated areas of Illinois, people see hundreds if not thousands of ads every single day. It’s more important than ever to create a branded experience that differentiates you from your competitors and jumps out at viewers (without distracting them).

Don’t Expect an Immediate ROI

No one should expect a direct 1:1 return on their investments from any type of outdoor ad. Outdoor advertising is a part of a strong branding campaign. Chances are, your billboard or outdoor ad will not result in immediate traffic or KPIs the same way that PPC or even SEO campaigns will.

Current impression-based advertising remains lacking in trackable, accurate metrics. It’s important to keep in mind that your ads help to support who your brand is and what you offer. It keeps your brand top of mind for your audience. Because impression-based ad campaigns don’t provide the same type of tracking and feedback that clickable, web based campaigns do, it’s recommended to run multiple outdoor ads in various locations for full marketing power.

More Ads Leads to Higher Success

While tracking for billboards and other OOH ads can be difficult to measure, branding-based ad campaigns are shown to perform better when there are multiple instances of your brand across a city, state, or region. The more eyes that see your brand and receive your messaging, the more successful your branding power will be.

Illinois has thousands of billboard location options throughout the most populated areas and on the most trafficked routes. It’s recommended that when running outdoor ad campaigns, 10-15+ billboards is a great starting number to get your brand noticed and remembered.

What is the Standard Billboard Size Dimensions?

When creating an out of home ad, you’ll need to know the dimensions of the different types of billboards. See below for a full reference.

Bulletin Standard Billboard Size

A Bulletin is the largest standard-sized billboard that delivers the max amount of exposure to viewers on expressways, highways and primary roads and routes. Bulletins are generally 14 ft x 48 ft, with half of an inch bleed on all sides.

Image source

Retrofit Poster Panel Standard Billboard Size

Retrofit and Poster Out oh Home ads are generally smaller (and thus less costly) than traditional highway bulletin billboards. Poster billboards can be found in residential communities, commercial areas, and near gyms, restaurants, and main streets. Posters are often preferred to billboards when a business is new, launching a new line or product, or looking to advertise on billboards for a lower cost.

Image Source

What are Gross Rating Points, and Why Do They Matter in Out Of Home Advertising?

Gross Rating Points (GRP) are the combined amount of impressions within a desired market or demographic an Outdoor/OOH campaign will see. This number is expressed as a percentage; one rating point represents that ad’s impressions equal to 1% of the market population.

To calculate GRP for billboards, take the total number of people within a demographic, and determine how many of those people fall into your target market. Next, you’ll calculate the percentage of how many people in your newly defined target market are likely to come across your ad. Finally, you’ll multiple that percentage by the number of ads found in the target market. For example, if you advertise to 30% of the target market and have 4 ads or “exposures”, your campaign would have 120 GRP.

This metric can be useful in gauging how likely to it that your ad will 1. Get seen by those in your target audience at least once, and 2. Get seen enough times to have the message be effective.

Other Useful OOH Links

In addition to the links included in the narrative section the following links are provided for your convenience:

Commoot Competes with OOH Ads in Illinois – and Wins

apple OOH Illinois advertising mockup commoot

Since Commoot ads can be found on the backs of vehicles that are also moving and are directly in front of the viewer, common frustrations and regulations within the OOH space simply do not apply to Commoot ads. Commoot ads result in 7x longer impression times, or “dwell times”, than billboards and other outdoor ads. Since the ad messaging is found on the truck itself, Commoot ads aren’t restricted in controlled highway areas, on scenic bypass routes, or in residential and commercial areas the way that billboards are.

commoot ads in illinois chicago traffic

Ready to learn more about Commoot? Let’s go!

The OOH Industry is Growing (Infographic)

An in-depth look at Out of Home media growth

Commoot brings “awareness to the road” by utilizing unused advertising space on the trailers of semi-trucks, box trucks, and large vehicles. Graphic, eye-catching “billboard-like” ads are attached to trailers through heat-wrapped vinyl or a ‘poster’ framing system.

Commoot helps brands by supporting brand awareness initiatives, as well as creating a stronger and more ad tactical campaign for clients.

Commoot provides brands with longer impressions, closer to consumers, larger spaces, and more data.

The OOH Industry is Growing

Key Growth Factors

In 2018, OOH ad revenue rose 2.1% to $10B, extending its growth streak to 31 consecutive quarters. Source

OOH advertising spend grew from $7.7B in 2017 to $10B in 2018. Source

Tech giants like Apple, Google, Amazon, Facebook continue to increase their OOH ad spend. Source

Did you know? More than 75% of audiences who saw an OOH ad in conjunction with other ad types recalled the brand 7 days later.

Why Utilize Commoot OOH Ads?

Avoid Ad Blindness

Refresh and reawaken the impression-based ad space by limiting competition and emphasizing memory.

Move Away from Online Noise

Create a real-world experience with your consumers and avoid the noisy, cluttered online ad market

Support Your Existing OOH Campaigns

Commoot ad campaigns can increase your brand recall and improve ROI from existing OOH campaigns and ad spend.

Different from Competition

Refresh and reawaken the impression-based ad space by limiting competition and emphasizing ad retention. Move away from the cluttered online ad market and move towards an exciting, unique OOH campaign.

Growth of OOH Marketing Commoot Truck Ads

Contact us today to learn more!

How Digital Brands can Benefit From OOH Marketing

The combination of digital strategies and out of home marketing is revolutionizing the way brands immerse themselves in the daily lives of their audience. The world’s largest tech companies now produce some of the world’s most ingenious and effective out of home marketing campaigns.

How Digital Brands can Benefit From Out of Home Marketing


What changed? Why are digital brands like Netflix and Hulu streaming to out of home (OOH) advertising? (pun intended)

The obvious answer is that digital brands like Google, Facebook, Apple, Snapchat, and Twitter have realized what OOH marketers have known all along; impression-based, out of home marketing works.

A recent study concluded that advertising’s effectiveness is greatest with out of home marketing, citing that 82% of respondents recalled a particular ad at a later date. OOH marketing has always been effective, but how does a brand that exists primarily in the digital space capitalize on physical, impression-based advertising?

New Capabilities in the OOH industry

The answer, according to Digital Marketing Magazine is by utilizing the vast array of new capabilities that are rapidly becoming the standard for out of home marketing. While the majority of digital brands are accustomed to the fast-paced nature of the digital world, brands who are not native to digital or who are new to the digital space may be unaware of the new, innovative capabilities of out of home marketing.

  • Digital Screens- Enable digital brands to run an infinite amount of broadcasts options and vastly more sophisticated advertisements than a static billboard.
  • Facial Recognition- Digital brands can now serve a different ad to different demographics  as they interact with the display. Women, men, and children are now identifiable by the display and are served different messaging.
  • Vehicle Recognition- Advertisement can determine the color of a vehicle and vehicle type to display specific ads appropriately.
  • Geo-Targeting- Advertisements can be targeted to specific geographic areas with increased range and accuracy.
  • Temperature Triggers- Specific ads can be triggered to run when the outside temperature reaches a designated degree, enabling digital brands to react to the weather and advertise accordingly.
  • Social Media Feeds- Digital brands can encourage their audiences to interact by enabling them to change the content of the advertisement by engaging on social media.

The integration of these digital advancements into out of home marketing displays enables digital brands to produce innovative, creative, and interactive advertisements that are highly targeted and reach more consumers than ever before.

OOH Enables a Multi-Channel Strategy

Digital brands utilizing out of home marketing will see benefit from the aforementioned features of new OOH displays, but they will see the most benefit by integrating those features into a multi-channel strategy. In other words, by utilizing multiple platforms to interact with the target audience.

An example of this is a static OOH ad that provides a creative visual experience to the target audience and encourages them to use their smartphone to engage (hashtag, share, follow, tweet, etc.) with the brand on social media.

digital out of home marketing billboard advertising commoot

Thus, digital brands can benefit from OOH marketing because the new, digital, targeted and data-driven advancements of OOH advertising enables brands to establish their brand in the real world; drive immediate short-term action, and engage with their audience via a multi-channel strategy.

Ready to Begin Your Commoot Campaign? >>

Why CPG Brands Should Be Utilizing OOH Marketing

In an industry so dominated by digital marketing, one could be forgiven for thinking the out of home marketing is following the same road as the infamous Dodo. However, recent studies suggest the OOH marketing is still necessary for the success of CPG marketing. The Out of Home industry is one of the only media channels that has not seen a decline in spend year over year, and what’s more, OOH has seen a slow-n-steady growth rate of about 3% each year. 

For CPG brands, “act global, think local” is the center of branding strategies. CPG brands need to showcase their expansive reach, providing to consumers that others just like them love their products. CPG brands also have to target the consumer at the individual level, which means that CPC ads, digital display ads, and other online sources can get costly quickly when dealing with a Cost Per Click strategy. Lastly, the continual advancement of ad blockers and ad-free streaming options means that reaching individual consumers digitally is getting more costly, more difficult, and more inefficient than ever.

Why CPG Brands Should Absolutely Utilize OOH Marketing

It doesn’t take a marketing expert to see that the worlds advertising spaces are quickly turning digital. One need simply glance out the window and see the plethora of empty billboards and dilapidated signage that dot the nation’s highways.

CPG Brands are Spending More on Digital

Recent studies have shown that CPG (Consumer Packaged Goods) brands have begun to shift their marketing focus away from OOH (Out of Home) marketing to digital and online advertising. As they continue to spend more and more digitally, the strategy to turn viewers into customers gets more and more complicated (and less profitable). Though this shift cannot be considered a negative for brands and marketers in the OOH space, it is not a surprising move considering the development of technologies that connect the world. 

Americans spend nearly 70% of their lives outside of the homes, and digital devices ride shot gun to nearly every single trip outside of the home. Because of this, it makes marketing sense to target consumers and grab their attention immediately, then deliver related branded content right onto that consumer’s device in their pockets. OOH amplifies nearly every digital form of advertising and targeting, and reaches more audiences than just single forms of targeting.

OAAA reports that when you combine digital with OOH, you achieve 300% greater reach than with just one channel alone. CPG brands can provide their consumers with a campaign that is cross-channel, has continuity for a great User Experience, and engages audiences on deeper psychological levels than digital ads can.

CPG brands have a unique advantage in the “middle ground” between physical marketing and digital marketing. It’s been proven that when OOH media is combined with digital ads, both marketing tactics can have stronger results. By shifting the mindset to a partnership between digital + OOH, CPG brands can captivate and wow consumers with big, bold, memorable OOH ads, then retarget those same viewers online with promotions, coupons, promo codes, and other conversion tactics right on their own devices. This not only helps strengthen brand recall and exposure, but it also helps the viewer trust the brand because they (consumers) have encountered the brand before.

OOH Marketing Works for CPG Brands

OOH marketing example times square Commoot CPG

Out of home marketing regularly outperforms nearly every other form of advertising. In fact, studies show that advertising has its most significant effect when conducted out of the home, citing 82% of respondents who were able to recall OOH ads at a later date.

Why is OOH marketing so effective?

It’s simple; consumers can’t turn off, block, or avoid OOH marketing. What’s more, OOH marketing retains its effectiveness over time, having been shown to resist audience erosion longer than other channels. OOH marketing is a mass reach medium, meaning it reaches more than half of all consumers in most markets, and over 90% in others.

OOH Marketing is Easy to Measure

Innovations in OOH marketing have made measuring the effectiveness of OOH ads easy and comprehensive. Geo-fencing and location tracking data are often utilized in understanding where and when consumers frequent specific areas. The data from which is used to determine the best places and times to run specific advertising. Consumer retargeting is also made easier as consumer attendance date can be used to re-engage with consumers through other forms of OOH marketing and digital OOH marketing.

CPG tracking measure data commoot OOH

Digital OOH (DOOH) marketing is an emerging marketing strategy that incorporates digital marketing tactics and mediums in conjunction with OOH ads and marketing strategy, which is only one of many new capabilities reaching the OOH industry.

New Capabilities in the OOH Industry

When CPG brands fully embrace the innovations that are emerging in OOH marketing, they benefit from the range of new capabilities that such innovations make possible. New technology in OOH marketing such as digital screens, facial & vehicle recognition, geo-targeting, temperature triggers, and social media feeds enable CPG brands to:

  • Accurately measure the success of their advertising
  • Actively target consumers using real data
  • Make changes to ads and marketing strategy in real-time

Multi-Channel Presence with Digital and OOH

CPG brands will benefit most from OOH marketing when the integrate it into a multichannel strategy.  Today’s consumer is not strictly digital, nor are can they only be reached by traditional marketing.

CPG brands who embrace OOH marketing as a key part of their overall advertising strategy will have reaped the rewards of the worlds most effective form of marketing, with the ability to reach consumers on every platform with which they interact.

Are you interested in learning how Bold, Eye-Catching OOH ads can support your current marketing initiatives? Reach New Audiences with Commoot >>

The Growth of the OOH Marketing Industry Over the Last 3 Years

Despite uncertain economic prospects and a drastic decrease in ad spend across all sectors, the Out of Home marketing industry has grown exponentially for more than eight consecutive years.

According to the Outdoor Advertising Association of America, the astounding growth can largely be attributed to OOH marketings effectiveness, willingness to embrace innovation, and its “larger-than-life” impact on the consumer.

growth of OOH market image1

OOH Meets Experiential Marketing

Before the digital revolution, consumers were seemingly content with a static billboard advertisement or a commercial jingle. The 1990’s brought social media and Internet-connected mobile devices, which made traditional marketing nearly obsolete. Then something happened that marketers had been dreading, but were none-the-less expecting. Ad-blockers grew in popularity, and the results left Out of Home marketing as the only form of advertising still immune to ad-blockers and ad-blindness.

Thus, OOH marketing emerged as one of the few media platforms still positioned to create a positive marketing experience. Moreover, any marketer will tell you that the key to effective advertising is creating a positive emotional experience for the consumer.

There is only one problem. The static signage of traditional marketing simply does not compel today’s consumer like it used to. 

Luckily, OOH marketers have embraced innovations in data, tech, and mobile integration to enable a truly interconnected and positive marketing experience for the consumer.

OOH & Tech Tie the Knot

The technology and digital sectors continue to invest heavily in Out of Home marketing. According to the OAAA, “a quarter of the top OOH advertisers are major tech brands”.

So why have the biggest tech giants like Amazon, Apple, Google, Verizon, and Netflix started investing heavily in Out of Home marketing? “OOH is growing at such a rate because it encourages a higher percentage of online activity per ad spend than any other form of marketing.” the OAAA report finds.

The same OAAA report also shows that OOH ads that are connected to social media channels and integrated with mobile technologies drive more sales and brand awareness than without this connection.

Digital Leads the Way

Marketers have discovered new ways to utilize data to develop targeted brand messaging that is more relevant to the consumer than ever before. OOH marketers are moving away from static 2D signage and providing the target audience with a multi-channel consumer experience.

Seamless Mobile Experience

Mobile and Out of Home marketing have converged and offer new ways of measuring metrics, like viewability, by connecting mobile campaigns to in-store sales. The seamless mobile experience offered by OOH marketing enables marketers to quantify the smartphones have been exposed to their ads and retarget specifically those devices.

As OOH marketers continue to embrace mobile integration, it will become easier for brands get their offers in front of the right consumers at the right time.

Predicted Ad Spend Growth

Experts agree that the economic uncertainty of 2017 is what ultimately lead to a decrease in ad spending across all sectors. As ad spend again begins to rise once again, Out of Home marketing remains poised to receive a large portion of that expected growth.

Even during economic downturn of 2017 and predicted decreases in CAD (computer aided drawings, i.e. animation) and radio broadcasting spend, experts still predicts a 3% growth in Out of Home marketing overall, driven by a whopping 13% YoY growth in digital Out of Home MarketingAccording to Magna Global, OOH marketing is expected to grow by an average of nearly 15% in 2018 alone, and a steady growth trend is likely to continue in 2019.

The growth of the OOH marketing industry over previous years has been impressive to say the least, and has proven that Out of Home marketing is the best way to create brand awareness and foster engagement with the largest target audience possible.

Interested in Learning More about Out of Home Marketing? Contact Commoot today!

Out of Home Marketing? I’m Bullish.

Written in the first person by Dan Salganik, Co-Founder at Commooot.

First off, for those of you that don’t have marketing terms swimming around your head day and night, Out of Home marketing (or OOH) is essentially outdoor advertising. Something that you see… outside of your home. Makes sense, doesn’t it?

So what qualifies as OOH marketing?

  • Billboards
  • Point of sale displays
  • Street furniture (i.e. busy shelters, kiosks, telephone booths (those exist still?)
  • Transit advertising and wraps (taxis, buses, subways, trains, etc…)
  • And essentially anything else that you see outside of your home and digital.

Web Advertising

I come from the digital advertising world. My background has been very heavy integrated into digital, video, web, mobile, etc… I know this space and I am constantly trying to keep up with whatever is the latest and greatest at the time (which seems to change by the day).

The digital world is constantly evolving, and congruently, so is the marketing and advertising. We are constantly trying to figure out how to get those 10k, 20k, 100k monthly visitors to click on something, buy something, or sign up to something. That’s a conversion- and conversions correlate to success.

Looking back to the days of display advertising on those crappy ‘early days’ websites, we had relied heavily on generating income (or awareness) through banner ads. Those were great, huh? They looked something like this:

LOL- this example was found on Mashable, here.

And even though this sample was from the dark ages of the internet, to some, I see it as the Industrial Revolution. This was the first time that people were able to become consumers in their homes. No more driving to the store, right?

Well… it actually took consumers quite a while to get used to making purchases on the web. Actually, the internet was not a very trustworthy place for many people at this time.

Enough With The History

I am trying to make a point here. See those ads on the image above? Well, even though our designs have improved, our tracking has improved, and now there are significantly more ways to make a dollar on the web, the world of online advertising hasn’t changed as drastically as we might have thought.

Many agencies still advocate using banner ads (along with a more well-diversified strategy, I hope). And listen, nothing against banner ads. They are a great way to build awareness, push retargeting, and eventually win a sale (through conversion!).

Our friend Neil Patel (if you don’t know his blog, you probably should do some research on him) wrote an article on landing pages that convert, here.

Here’s an example:

Beautiful, isn’t it? Not really…(found here)

As you see, the web hasn’t necessarily changed that much. But that’s all right; that is why we have new mediums like social media, referral marketing, Google Ads, native advertising, influencer marketing, retargeting, and a plethora of other options to choose from.

That was a long-winded way of saying that I LOVE the web and online advertising. So why am I so bullish on OOH Marketing? The stuff that lives off the web?

 I’m bullish on OOH because we, as humans, live off the web. I know… it’s hard to believe. Almost seems like a cruel joke, really. But it’s true. It can sometimes feel like we spend so much time on mobile and on the web, that we are sucked into a new dimension comprised of likes, shares, and follows.

And that’s when this term tends to take its truest form: Banner Blindness. What is banner blindness? Wikipedia explains it this way: “Banner blindness is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, which can also be called ad blindness or banner noise.”

So we have banner blindness, and according to Marketingland, 40 percent of us are using an ad blocker to block out those pesky ads. So what does that mean for us marketers? It means that we have to be creative about the way that we market. Otherwise, we’re ad-blocked out of here!

Me, personally, I believe in well-rounded campaigns. I nearly never recommend for my clients to solely work off of one channel. Generally, depending on the budget, timeline, and goals, I like to recommend 2-4 (or more) primary mediums to build their campaign off of (they should work harmoniously with each other, not independent from one another).

But Here Is What I’m Finding

I think that online campaigns will always and forever be the primary route of conversions for many businesses. It levels the playing for a company with a $3,000 marketing budget and a $3,000,000 marketing budget. The click is the only thing they are fighting for at this point.

But, how many touches does it take to make a sale or receive a qualified lead? According to Salesforce, it takes 6-8 touches to make a sale or qualify a lead. That means that you have to get in front of your potential customer’s eyes/ears at least 6-8 times before you see a penny.

How many opportunities do you think you’ll have to reach the customer 6-8 times on the web? Probably not many.

So this is why I am excited about the OOH space (finally, right?). I see the OOH segment of marketing as a huge asset toward campaign growth, continuity of a brand (and campaign development), and a unique way to reach buyers where digital might not.

For example, I ride the train to work quite often. During that time I scroll through social media feeds, seeing what my friends and family are up to, and maybe enjoying a piece of content by a couple of my favorite brands… My feeds are my getaway. My personal space. My little piece of real estate. I own it and live in it. So, when a brand advertises to me and the ad feels irrelevant, I feel like someone has just entered my safe little space. And I don’t like that. It’s not organic. It’s not comfortable. And I dismiss it entirely.

But, what if a brand can utilize OOH marketing in a way that feels relevant. A way that uplifts my mood and makes me consider my surrounding? Or maybe a way for me to feel better about my commute?

Check out these examples:

(source) The MTA train isn’t known for it’s colorful appearance. This campaign lightens up the environment and creates a fun atmosphere for commuters.

(source) Anyone up for a swim? This Taiwan train take-over gives you an out-of-body experience and makes you feel like you’re sitting above a pool.

I’m not the only one who’s bullish about OOH

 You know those big tech giants? Amazon, Netflix, Google, Facebook? Well, those giants that have been built for the web, are some of the top fifteen biggest spenders on out of home advertising. In fact, that list also includes McDonalds, Geico, American Express, Coke, and HBO.

Why? Because it makes sense. These companies, in order to stay connected to consumers, have to be noticed where consumers are circulating. They have to create another touch point.

The OOH market has increased 1.2 percent year over year in 2017, reaching $7.7 billion. And over the past 3 years, there has been a nearly 10% increase in the size of the market.

Are billboards dying? No. Is this market sexy? No. And that is why I love it.

The digital space is a $107.3 billion market and has increased nearly 19% year over year. Why? Because this is still very much an emerging market. Think about it. That page I showed you toward the beginning of this article is probably not even 10-15 years old. The OOH industry? Realistically, it could probably 100s of years old (who knows, maybe the cavemen advertised on rocks?).

(source) A campaign launched by Netflix to build hype around their stand-up comedian specials and comedy programming.

So why am I writing all this about OOH?

 I’m in the process of creating a new segment of the industry, and currently in the process of launching the first truck-based marketing platform that allows brands to easily, safely, and quickly place their ads on trucks. This platform will be the first to not only make the process easier, but also to incorporate artificial intelligence and machine learning into the campaign.

We’re taking an industry (if you can call it that) that hasn’t changed in 50+ years and turning it on its head. How? Modernizing what you see on trucks. Modernizing the process and making it easier for all users/stakeholders. Incorporating smart technology to allow us to create analytics-driven results for customers.

Let’s call it the Instagram-ification of the truck industry? Or… let’s not.

I’m PUMPED about the launch of this business.

But I need your help. In order to continue to grow this industry and this company, I need your help. We’ve heard the success stories of Airbnb, Facebook, and so many others. They started with a vision and grew through their communities.

I need the assistance of my community. I need you to share the launch of this company with your community. Do you now someone in charge of the media budget, a marketing director, or a founder? Let them know that we exist. Know the owners of trucking companies? Let them know we can pay them for their blank trailers.

I hope that you all are even 10% as excited about this as I am!

Want to learn more? Click here to learn more or shoot us an email at Hello@Commoot.com