A unique advertising medium that has a massive audience reach both locally and nationally, Lawrence Craig, the founder and Chief Executive of Roadvert Ltd, spoke to APSE about how his organisation’s cutting-edge technology can create much-needed extra revenue for councils.
There is a great opportunity for councils across the UK to support local enterprise in their home towns and cities by enabling SMEs to boost their presence among prospective customers using the sides of bin lorries and recycling trucks.
This increasingly popular method is proving a winning formula among local authorities and SMEs alike – generating extra income for both through increased sales among advertisers, and the ad revenue share with the council.
The scheme – the brainchild of vehicle graphics specialist Roadvert – has been gathering momentum since the first lockdown. With the end of pandemic restrictions in sight, more councils nationally are recognising its benefits and signing up.
According to Finder around 60% of the population still work from home. It is a situation not likely to subside anytime soon as in the same survey, 26% of Brits claimed they planned on continuing working from home either permanently or part-time.
Slow moving, and visiting every street within a council boundary, the vehicles offer maximum visibility among potential customers and is a unique form of Out Of Home (OOH) advertising.
The idea of a ‘No Cost To Council’ revenue generation programme was carefully thought out using our assets, the ground-breaking Spedian Vehicle Graphic System, our council by council audience predictor software and the opportunity to employ telesales personnel from the BT Phone Book sales team. We call this service Roadvert - Ads On The Move
With the workplace dynamic shifting from office life to remote working, a significant proportion of the population are consigned to their homes. Therefore, it provides an ideal opportunity for local authorities to promote themselves and facilitates the means for local companies to promote their own messages - all at a very reasonable cost and at a time when they reopen for business.
Our software can predict the size of audience reach and the impact the advertiser can expect from their campaign.
In areas where we have piloted Roadvert Ads On The Move over the last twenty months, advertisers have repeated their orders proving that this unique media works.
This brand new Out Of Home media will be an important part of any local media schedule. We can predict the audience, change the ad in 15 minutes, the ad banners can be recycled for new products, or the advertiser can use them at their own premises or re-use them on the vehicles for seasonal messaging.
“I passionately believe that council vehicles such as refuse, recycling or street sweepers are a powerful Out Of Home media (OOH). They are the only form of advertising that travel in every street, road and avenue within a council boundary. This is why we invested in the assets to make this happen. There is huge untapped potential for local authorities in using OOH, in terms of effective advertising and creating much-need revenue.
“APSE’s outstanding reputation as the networking organisation for local authorities meant the decision to become an Approved Partner was a no-brainer. Everyone at Roadvert is very much looking forward to sharing our expertise and powerful communication software with the wider APSE family.”
Lawrence Craig, Roadvert CEO
“It is no secret that the pandemic has had an enervating effect on the commercial income generation activity of councils. As we emerge from COVID, Roadvert’s state-of-the-art graphic system and software will provide an innovative and indispensable tool for local authorities eager to get their commercial strategies back off the ground, generating income to be invested back into their local communities.”
Paul O’Brien, APSE Chief Executive