Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Commentary

Beverage Beat

Out-of-home advertising takes to the road

Truck media acquisition offers beverage brands opportunities to reach consumers

By Jessica Jacobsen
GT Synergy

Image courtesy of AllOver Media

July 19, 2023

While trying to solve a mystery of when Shawn Spencer originally met the notorious Yang in the episode “Yang 3 in 2D” of the TV show “Psych,” Henry Spencer calls up his ex-wife Maddie to ask about a shirt that Shawn wore in childhood. The former detective notes that his son stopped wearing shirts with brand names on them after his ninth birthday. When Maddie asks why, Henry responds that Shawn “didn’t want to promote products without being paid for them.”

Although Shawn Spencer might have been concerned about his place in out-of-home (OOH) advertising, the market is seeing opportunities for brands to step up their efforts with truck media.

Recently, AllOver Media, a multi-platform OOH media company, announced the acquisition of Boxi, a tech-infused truck media company, enabling AllOver Media’s truck advertising division to bolster existing offerings with industry leading technology, inventory and value for marketers, it says.

Since its 2017 launch Boxi has been servicing customers across industries, including wine and spirits and other beverages through its proprietary solution and 24/7 access dashboard, which allows clients to keep up to date with their campaigns’ progress, the company notes. 

“Having bootstrapped Boxi from a tiny Santa Monica apartment a mere six years ago, I’m proud to say our team now wraps over a thousand trucks a year with customer messages,” said Neal Pecchenino, CEO of Boxi, in a statement. “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.”

AllOver Media meanwhile services a range of industries, including consumer packaged goods, beer and alcohol brands and more. Through AllOver Media, brands are able to display messages on digital and print media formats including convenience store ads, restaurant/bar ads, grocery store ads, ski resort ads, truck ads, pharmacy ads and more across all U.S. markets, the company notes.

“In the 12 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 Griffing, CEO of AllOver Media, in a statement. “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-foot 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.”

Although beverage brands might not get the same traction with Shawn Spencer’s T-shirt rotation, the opportunities in OOH media are allowing beverage brands to deliver their messages across the United States.


KEYWORDS: advertising trucks

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Jess 200

Jessica Jacobsen, editor of Beverage Industry, visits a range of beverage companies for cover stories and facility tours, represents the magazine at trade shows and industry events, and works with the Beverage Industry team to determine the content and direction of the magazine and its online components. She earned a Bachelor of Arts in Journalism from Marquette University.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
  • Younger generation displays unique habits when it comes to beverage consumption

    Generation Z shakes things up in beverage

    Experts share that Gen Z is changing the standard on what...
    Beverage News
    By: Chloe Alverson
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Sting Energy

PepsiCo, Sting Energy unveil global partnership with Formula 1

PepsiCo + poppi

PepsiCo completes acquisition of poppi

people drinking Wynk

Mindful drinking prompts growth for THC beverages

Vote for your favorite new product

Have your say in what makes it to the top this month!
Vote for your favorite new product and help us celebrate excellence.


VOTE NOW!

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Exotic Fruits

    Consumers seeking out exotic, domestic in the name of health

    See More
  • Bud Light NEXT

    2022 State of the Beverage Industry | Beer market turns to innovations during time of recovery

    See More
  • Online Labels Inc. Printed Barcode Tool - Beverage Industry

    Online Labels takes hassle out of barcoding

    See More

Related Products

See More Products
  • beer.jpg

    The Chemistry of Beer: The Science in the Suds, 2nd Edition

See More Products

Events

View AllSubmit An Event
  • June 9, 2009

    Food Plant of the Future: Using Design to Increase Productivity and Drive Down Unit Costs

    AVAILABLE ON DEMAND   The need for food and beverage processors to drive down unit costs never ends. How can new/retrofitted plants be designed to optimize productivity? What solutions will have the biggest influence on productivity?
View AllSubmit An Event
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing