Armed with AdBlock, Netflix, and premium Spotify, Mendez has shielded himself from television ads, radio spots, and digital pop ups.

Consumers like him are nearly impossible for advertisers and brands to reach.

That’s why more advertisers are looking for so-called out-of-home advertising such as billboards and digital signs to grab people’s attention in a way that can’t be blocked by technology.

Mendez founded DriveAds to take these same static billboards and put them on the road by wrapping semi-truck trailers with advertising. Trucking is a thin margin industry where it’s tough to break even, he said. Plastering advertisements on the truck could be meaningful for the truck owner and the advertisers.

“It’s one of the most problematic times in the history of advertising to literally reach an audience,” Mendez told Dallas Innovates. “Our medium is much more simple, but it’s a more elegant way to deliver it. You fundamentally don’t think that you own outside. It’s considered to be the last reach medium.”

The advertisements can’t be turned off, they can’t be blocked and they are more memorable than digital advertisements that only show up for a short time. 

“Everyone goes outside and advertisers should absolutely have exposure to outdoor media as part of their overall ad spend,” Mendez said.

DriveAds also can examine audience data by looking at the truck’s geolocation, the traffic levels, and demographics.

Most modern trucks already have electronic log systems and GPS tracking.

“We come in with our own device to track them,” Mendez said. “We’re trying to get more granular so we’re at about a 2-second ping. It’s going to know immediately who is around the truck.”

This solves a common problem for billboards as they don’t have a way to measure audience demographics.

“If you can’t measure it, you can’t charge what you would want to charge,” he said.

Expect the Price of OOH to Indrease

As the much faster 5G networks get launched in Dallas-Fort Worth, IOT – Internet of Things will only go up so the data these billboards could collect will increase. Mendez predicts the price for outdoor advertising will skyrocket as more audience data becomes available.  

“It’s what the advertisers ultimately want,” Mendez said. “It’s for the betterment of the entire industry.”

In the future, Mendez would like to use Bluetooth beacons to send push notifications to vehicles near the truck. He envisions a restaurant like McDonald’s delivery trucks using this to send specials on the highway. The redemption of those coupons would validate that the ads are working.

“The sky’s the limit in terms of what you can get accomplished,” Mendez said.

For now, DriveAds outsources the printing and installation of the wrap, but Mendez said eventually that will come in-house so it can lower prices and do it at scale.

“We have pure control over end-to-end and that is going to be so much better,” he said.