Advertising trucks take to the streets of Nairobi
An entrepreneur in Kenya is taking digital out-of-home to the consumer on the street using a fleet of vehicles with screens mounted on all sides.
Francis Gachagua’s firm Motion Pictures currently has ten trucks plying urban routes in Nairobi, and hopes to expand to other locations including Eldoret, Kisumu, Mombasa and Nakuru by the end of the year.
The audio-enabled vehicles will stop on their routes and personnel will distribute marketing materials or even converse with consumers. Gachagua described the Motion Pictures approach as “in-your-face marketing”.
Each vehicle has four displays – on the front, rear and both sides – that can be purchased exclusively or shared with other advertisers. A week of non-exclusive exposure on one vehicle, providing about 5000 airings of a ten-second spot, will cost KES35,000 ($435).
Outdoor advertising in Kenya is estimated to be worth around KES4bn ($50m) annually, or roughly 16 percent of total advertising spend.
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