Casey Binkley: Helping Brands Maximize Their Advertising Results With a Unique Combination of Mobile Ads and Technology

August 7, 2022

Helping brands maximize their advertising results with a unique combination of mobile ads and technology.

Movia installs tracking and Wi-Fi collecting devices onto trucks acting as moving billboards, offering real-time impression analytics and retargeting opportunities.

Brands can view their real-time dashboard to see when, where, and who saw their message and track their ROI.

They can then build relevant audiences and reach them again on their mobile devices, increasing overall effectiveness far beyond what traditional OOH can offer.

Tell us about yourself?

Since I was young, I have always been interested in entrepreneurship and wanted to use my background to bring my business ideas to life.

Because of this, I’ve had my fair share of experiences with founding businesses in different provinces, including British Columbia, Alberta, Ontario, and Yukon.

However, after these experiences and working across multiple industries, I began to realize there was untapped potential in trucks, as an empty truck-side could serve as a mobile billboard and reach specific people, at specific times of the day, on specific roads.

Later on, I discovered that outdoor brand exposure was becoming a priority of many businesses, but there were fewer traditional billboards out there for them to spread their message.

A year later, my team and I launched our data-driven, mobile billboard business using a creative truck-side advertising strategy that would revolutionise outdoor advertising.

Today mobile billboards garner almost twice as much attention as traditional static ones: 95% of those who pass by them view them, and 85% of them read what’s on them.

However, there is so much more room to keep evolving which is what motivates me to keep learning and growing each day in this line of work.

If you could go back in time a year or two, what piece of advice would you give yourself?

Entrepreneurship can really test a person’s tenacity as there will always be good and bad experiences involved. In addition, there will always be factors that are outside of one’s control.

Because of this, I would go back and tell myself to maintain a tremendous amount of perseverance. My motto has always been to work hard and persist, which in my experience, has always paid off.

However, I would also remind myself that success doesn’t just lie in delivering what was promised, but rather, going above and beyond what was expected. Becoming a top performer means having a solid foundation to build a profitable business on, but also to shoot for the stars.

I believe that philosophy is what has led us to our success and working with some of the biggest names out there like Rogers and Casper.

What problem does your business solve?

Movia helps brands increase the reach of their message through outdoor brand exposure. In the past, many brands were looking for new ways to advertise their messages, but were limited by the lack of traditional billboard spaces.

But with the use of mobile billboards, Movia allows brands to drive their message to specific people, at specific times and places.

On top of that, each truck is equipped with Movia’s Beacon Technology to provide all the important information needed about an ad campaign, ranging from where the truck is, who is seeing it, and how these people can be retargeted.

What is the inspiration behind your business?

The inspiration for Movia started in 2015 when I noticed that there were hundreds of blank trucks on the road, but that each of those trucks had the potential to become a moving billboard to drive a brand’s message to anyone on its route.

This is because trucks are constantly on the road and in people’s field of vision. This meant that, unlike traditional out-of-home advertising strategies, mobile billboards would be able to reach specific audiences at specific times and places, all without the limitations of city restrictions.

But unlike competitors, we paired these mobile billboards with technology, making Movie the only mobile billboard/truck wrap supplier that incorporates GPS tracking and Impression Analytics to capture where the trucks are, who is seeing them, and how many impressions the advertisement is garnering.

All of this was formed with the incentive of helping brands expand towards outdoor brand exposure, but were limited by traditional billboard spaces.

What is your magic sauce?

Movia is much more than a company that puts advertisements on trucks. In fact, Movia is the only mobile billboard/truck wrap supplier that uses GPS tracking and Impression Analytics.

This means that instead of the traditional method of using signals from commonly used apps that are downloaded onto potential customers’ phones, Movia uses wifi/Bluebooth signals to measure who, where, when and how often vehicles are being seen by those around them.

This method overcomes the limitation of certain apps not being downloaded onto people’s phones and allows for accurate impression analytics.

What is the plan for the next 5 years? What do you want to achieve?

Like always, the plan is to keep doing in what Movia’s always done and go above and beyond. Whether this means building and strengthening relationships with the clients we work with or growing the team in the future, the goal is to always maintain the philosophy that the company’s always held.

In addition, we are also planning to expand on Movia’s beacon technology in the future, so there is also that to look forward to.

What is the biggest challenge you’ve faced so far?

There are invariably ups and downs when it comes to businesses.

Whether it’d be starting up, suffering hits from factors that are outside of one’s control or marketing one’s services, every new challenge is like a hurdle that might call for redirection.

But I’ve always believed that being tenacious and working hard has always helped us through these tough situations.

How do people get involved/buy into your vision?

To begin, it’s important to choose and know the market that is suitable for your business. Knowing who your audience streamlines a large portion of the process. This might require creating a consumer profiles first, then delve deeper into demographic information.

Then, it is important to concentrate on expanding the company and looking for ways to improve your services. This is the tried and true method to expand your business and build your clientele.

Finally, with a digital world like ours it is important to invest time into marketing and social media. Having a presence on social media platforms can help garner interest from potential future clients.

Having an active channel where you are sharing content and interacting with your audience is a great way to build a strong social media presence and get people interested in your vision.

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