AdzTracker counts views on the move

TruckAdz, which sells advertising space on the sides of trailers, is introducing revolutionary new ad-tracking technology which is expected to boost revenue for UK hauliers.

The new system, which has been christened AdzTracker, was developed in the USA, and is the first audience measurement system designed for a moving advertisement.

“I now have a system that will put a truck on a map, tell me how many people have seen it, their age and what their interests are,” said Danny Shiers (pictured), MD of TruckAdz and sister company TruckSkinz. “So now it is possible to plan advertising campaigns that target the right people.”

Shiers explained that the fully GDPR-compliant GPS-based system puts a virtual cone around a vehicle, and then accesses the data of 70 million mobile phones in order to determine exactly who has seen the rolling advert.

“Whereas previously we had to estimate eyeballs, now we can calculate them,” said Shiers. “For five years I have been saying that a truck is seen more times a day than a website, and nobody would believe me, but now I can prove it.”

TruckAdz is aimed squarely at third‑party logistics providers working in the retail and food sectors, in particular those pulling unbranded box and fridge trailers. The Blackpool-based company already has 500 trailers on its books, only 50 of which are currently used as mobile billboards. But Shiers is confident that the introduction of AdzTracker will boost these numbers significantly, now that advertising agencies will be able to measure audience engagement.

Hauliers can earn in the region of £1,200 per trailer per year for signing up to TruckAdz. Adverts are fitted using the British-made TruckSkinz framework, and can be changed in just 20 minutes, so minimising downtime.

“I come from a haulage background, so know the importance of keeping the trailer wheels moving,” said Shiers.

Adam Day and Brent Carmichael promoted to Britcom International’s board

Britcom International has promoted Adam Day (right) and Brent Carmichael (left) to sales director and engineering director respectively.

Day, who joined the East Yorkshire-based company in 2005, has been responsible for the development of the UK used vehicle sales side of the business. Meanwhile Carmichael, who has been with Britcom International for 29 years, has been instrumental in the growth of the chassis engineering and bodybuilding operation.

Joint MD, Chris Urwin, said: “This is a very well-deserved promotion for Adam and Brent. They have made major contributions to the success of Britcom in recent years, particularly through the growth in the UK market focused activities. By welcoming them to the board, we are able to enhance the senior management team and look forward to their input in the overall strategy for the company in the coming years”