Cars. So much more than a means of getting from A to B. They’re a statement – another way of putting ourselves out in the world. But what do our wheels say about us – and how can brands tap into the mindset of the 32.9 million odd licence holders on the roads?   

Roadside advertising offers a plethora of opportunities, but the one that’s really redefining how brands connect with motorists in the moment is Ocean Vehicle React (OVR). 

Combining this pioneering technology with data drawn from YouGov profiles shows how brands in categories like fashion and beauty, food and drink, and entertainment and leisure can use our intelligent scheduling system to trigger messages in real time, ensuring the most relevant audiences see your ad.   

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Impact, efficiency, maximum ROI

OVR offers pinpoint precision. It’s a chance to occupy high demand roadside locations with campaigns which sit outside of the standard two week advertising loop. Your ad only gets played out when the target motorist is in sight, waiting at the traffic lights. 

However, real time OVR ads benefit from the wider OOH broadcasting effect. While Vehicle React reaches your target audience 100% of the time, everyone else sees the ad as well as is the case for any OOH media buy.  

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Driving success

YouGov Profiles analysis is a great indicator for brands looking to target drivers depending on their choice of vehicle, be it model, make, fuel type or colour. For example, the data shows a correlation between higher end beauty and fashion brands and sports cars.  

• High end fashionistas who drive snazzy sports cars are 3.5 times more likely to buy Dior – perfect for designer lifestyle brands because after all, passenger seats are surely for handbags only 

• People who purchase Estee Lauder are more likely to have an electric (BEV) car type, while people who buy Max Factor are more likely to drive a smaller vehicles like an economy hatchback   

• Audi, Lexus and Tesla drivers tend to splash £200 or more on make-up brand over a 3 month period. Fiat drivers meanwhile used all types of make-up products last month, suggesting a strong interest in personal grooming which most cosmetics brands can tap into 

• But the biggest daily users of make-up tend to drive Mercedes Benz (70%), Land Rover (63%) or Nissan (62%) 

Sporting chance

OVR is just the ticket for brands supporting live sporting events, festivals and other outdoor events. 

• Motorists who are more likely to attend sports events drive either MG Motors models (76%) or Tesla (87%). Lexus drivers are twice as likely to attend in person sports events and are 2.5x more likely to watch them either on TV or online several times a week 

• Audi drivers are 7.2 x likely to have attended a sporting, music or other outdoor event in the last 7 days. Cupra drivers are almost 5x more likely to watch live sporting events (in-person, on TV or online) once a month 

In the fast lane

Commuter hours and weekends are a prime time to serve food and drink ads to drivers looking for ideas for dinner, or in need of an evening tipple once they are safely parked up of course.  

• Front of the queue are Volvo drivers who are 5x more likely to eat fast food once a day. BMW drivers are 5x more likely to eat fast food several times a week, followed by Honda (3.9x)  

• Fiat drivers are 2.6x more likely to eat fast food once a week, followed by Mini drivers (2x) and Toyota drivers (1.8x)  

• Electric car drivers are 3x more likely to buy Appletiser and 2.5x more likely to purchase Fever-Tree drinks and mixers, or 7UP (2.4x). SUV drivers are 1.9x more likely to purchase Diet Pepsi, Fanta (1.8x) or Pepsi (1.5x) 

• Mercedes-Benz drivers are 52% more likely to consume beer often. Suzuki drivers are 64% likely to drink wine often, while MG drivers are 3.4x times more likely to drink cider

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Formula won

From defining your target motorists to selecting your campaign weighting, our Labs team is on hand to accelerate your creative. Here’s just four ideas to ignite success:  

• Top gear. For casual wear and high street fashion retailers, OVR can deploy dynamic copy to show the latest seasonal shades and on trend styles that match the colour of drivers’ cars 

• In need of a pit stop? A prime opportunity to advertise the latest meal deals, take-away food and drink specials or localised promotional offers  

• Fed up of the commute? Escape to the Country. Cue a trainline ad which uses dynamic headlines to compare the rail journey time with the time it would take behind the wheel  

• Stuck in a jam? Let’s take care of that. Cue dynamic airline departure ads, or the balmy temperatures at a relaxing holiday resorts 

All targeted to the most pertinent audience for your brand.

There are 15 vehicle react roadside locations across the UK all serving ads in real time. To find out more, contact salesenquiries@oceanoutdoor.com