All Over Media, the largest multi-platform out-of-home media company in the U.S., has just acquired Boxi, the nation's largest truck media company. Terms weren't disclosed.
“In the twelve months ending in March 2023, U.S. drivers have logged 3.27 trillion miles, higher than any other comparable 12-month period in history,” said Jeff Griffing, CEO of AllOver Media. “It’s impossible to ignore the amount of people on roadways today, and we see this trend as an opportunity to aggregate those eyeballs into advertising impressions for our customers. You cannot ad block or change the channel on a 26’ box truck with a beautiful brand message that is next to you on the road. We’re excited to combine the proven impact of large format truck messages with 24/7 customer measurement technology.”
Boxi "now wraps over 1,000 trucks a year with customer messages,” said Neal Pecchenino, CEO of Boxi. “We build campaigns with a proprietary mix of technology and proactive problem solving that result in high impact, dashboard tracked, low CPM campaigns in all markets. We couldn’t be more excited to work with Jeff Griffing and the incredible team at AllOver Media. Our focus on quality and our vision for how to provide game-changing technologies to the industry are completely aligned. Our new partnership opens a world of possibilities, big things to come.”
Comment: We think bev/al marketers continue to miss the opportunity to use their own trucks – much less others' trucks – to convey their messages. Perhaps three decades ago, returning from a National Beer Wholesalers Association convention in Anaheim, Calif., a truck pulled up alongside the bus taking us to the airport. On the truck cab was the Budweiser bow-tie logo. On the side of the trailer was the Budweiser bow-tie logo. On the back was the Budweiser bow-tie logo. On the mudflaps was the Budweiser bow-tie logo.
A-B's marketers of that era used their own trucks to drill the King of Beers' name into the mind of consumers. We haven't seen any A-B trucks quite so well covered with brand messages in recent years. There may not be any correlation between the exposure we noted and Budweiser's then-dominant position. But then again, maybe that was part of the magic that made Budweiser the "King of Beers."