Data-Driven Outdoor Advertising with HaulerAds

HaulerAds Truck Advertising connects the dots between outdoor and digital advertising to create a measurable advertising channel. Their patent pending technology tracks the analytics of outdoor ad campaigns on trucks and further augments advertising efforts by reaching nearby devices through online channels like Instagram, Google, and more.

Data-Driven Outdoor Advertising with HaulerAds

A New Wave of Innovation Advertising

HaulerAds is a revenue generating company based out of Toronto, Ontario that was founded in 2015. The outdoor advertising media company employs approximately 12 people and has been growing steadily after raising a pre-seed round led by HaulerAds was founded shortly after CEO, Casey Binkley noticed billboard real estate was shrinking in supply while commercial vehicles were driving around with large, white, poster-sized empty space on their vehicles. This led Casey to the idea of adding creative advertising to trucks, but with a twist – install technology on the truck to sniff out any devices within 100ft of the vehicle to track impressions and retarget the same advertisement to their mobile device for further tracking of conversions.

Connecting Transportation and Advertisers

Data-Driven Outdoor Advertising with HaulerAds
This map depicts an example route of a HaulerAds mobile vehicle

HaulerAds partners with different trucks looking to utilize the empty space on their vehicle for advertisements. Organizations looking to advertise can contact HaulerAds, specify how many trucks they want, in what city they want them, and submit creative ads for display. HaulerAds wraps the vehicle in the ad, installs a device on the truck, and begins tracking the campaign for the advertiser through the HaulerAds dashboard. The technology installed on the truck sniffs out devices in a 100ft radius counting it as an impression and then pushes the same advertisement on the truck to appear on the surrounding phones through Mobile Devices Re-targeting Platforms like the Weather App or ESPN App.

Preparing for Growth

More and more companies are looking to take advantage of the advertising services offered by HaulerAds, including multiple taxi firms and public transit organizations. HaulerAds wants to make sure that their technology platform can scale to meet those needs. In their upcoming CENGN project, they will be looking to test their solution at a scale that is approximately 10x their current customer base to validate that the HaulerAds platform can support that increase. HaulerAds has also identified a new geocoding platform that would provide additional accuracy in pinpointing street addresses based off of latitude and longitude points. By using the CENGN infrastructure they will be able to test out the new geocoding platform before it’s fully integrated into their solution.

Data-Driven Outdoor Advertising with HaulerAds

This CENGN project is critical to the growth of HaulerAds and their business plan for the next year. Successful scalability testing and validation of a new geocoding feature will give their team the confidence that their solution is ready to expand business development efforts in new markets. The resources and infrastructure required for a company of 12 people to carry out this testing on their own would set them back heavily in their growth trajectory. Instead, HaulerAds is leveraging CENGN for its commercial-grade infrastructure, technical expertise, and exposure to our ecosystem over the next coming months. Stay tuned for more details on this project!

This graph is an example of the daily amount of people viewing mobile HaulerAds based on data pulled from the vehicle’s sniff device

HaulerAds is a growing Canadian business that is using the services at CENGN through the Next Generation Network Program (NGNP). The NGNP is a Government of Ontario program offered through a partnership between CENGN and the Ontario Centres of Excellence (OCE) that is providing small and medium-sized enterprises (SMEs) across Ontario access to the CENGN Testbed. CENGN’s digital infrastructure is connecting SMEs like HaulerAds to state-of-the-art equipment and network services, which will allow these companies to test and validate their solutions.


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About the Author

CENGN, Canada’s Centre of Excellence in Next Generation Networks, drives technology innovation and industry growth through our testbed, technical expertise, talent development, and partner ecosystem. Through our projects, CENGN enables small and medium Canadian Enterprises to test and validate promising technologies, removing barriers to product commercialization and accelerating market growth.

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