Autovertising: Mobile advertising space becomes measurable

Via Autovertising, advertisers can place their messages on private cars. The contact numbers of these mobile advertising spaces can now be estimated."Creating attractive advertising spaces from private cars and enabling companies to successfully advertise on them" - that's the motto of the five young entrepreneurs from Bern. With the platform www.autovertising.ch advertisers can use a sophisticated search function to have their message stuck precisely on selected vehicles and gain a direct line into the social fabric of the driver.Measurability requiredThe advertising franc is more contested than ever. The measurability of the effect of individual advertising media is also demanded by advertisers for out-of-home media. Well-founded studies have guaranteed this measurability for static advertising spaces for some time - in the area of mobile advertising spaces, an established system on the Swiss market is non-existent.In cooperation with the partner DFRC AG, which offers the analysis of movement patterns on a professional basis with the monitoring program LBASense, Autovertising is now using LBAuto, a system to determine possible visual contacts for moving advertising media.The AV-Box, which was developed in recent months, uses a tracking system installed in the cars to determine possible visual contacts and provides contact figures for individual campaigns. The AV-Box registers position data and signals from smartphones and sends them to a server. An algorithm derives possible visual contacts from the density of the cell phones and estimates the gross reach of the advertising medium. The data is processed and is available to the advertiser with several analysis tools.Measurability yes - monitoring noAutovertising understands the need for measurement, but does not want to monitor drivers. Accordingly, the data is largely anonymized and is available to the advertiser on a time-delayed and aggregated basis. The advertiser gets the aggregated data on the advertising media used in his campaign, but cannot draw any conclusions about the individual vehicles. Live tracking is therefore not possible, and the destinations of an individual driver cannot be directly traced.Great potential of the advertising space private carsThe success of similar portals for brokering private cars as advertising space illustrates the great potential of this form of advertising. Deutsche Post and brandyourcar.com in South Africa, for example, are expanding with similar models. With the newly constructed AV-Box, Autovertising is taking the advertising space of private cars in Switzerland a big step forward.Popular with driversThe response from motorists to the earnings opportunity on offer has been great: in the first eight months of the year, just under 1,000 people have registered to have their cars marked. At up to 1,800 francs per year, the earnings are attractive, and motorists can save on insurance and maintenance costs for their vehicles. Participants in previous campaigns are positive: "Now I earn money for driving around - great!" (Fabian R., participant in the Automobil Revue campaign).