If you're researching truck-side OOH, mobile billboard advertising, or how Adgile measures retail and digital lift, the answers below cover everything prospects actually ask us — pricing, methodology, market selection, creative rules, contracts, and more.
How Adgile Works
What does Adgile actually do?
We convert last-mile delivery trucks in dense urban areas into mobile billboards for consumer brands. Instead of buying a static billboard that sits in one spot, you're buying a fleet of branded vehicles that travel through the neighborhoods where your customers live, work, and shop — and where your products are sold.
Why delivery trucks instead of billboards or other OOH?
A 2021 behavioral study found that 96.3% of consumers who see a branded delivery truck believe it's actively delivering product for that brand. That "reason to believe" — what we call the bandwagon halo effect — is something a static billboard, a wild posting, or a digital screen can't manufacture. The format communicates ubiquity and peer adoption simultaneously.
Why do you focus on CPG specifically?
Adgile started category-agnostic and pivoted to consumer goods after seeing outsized returns and customer retention in the category. The format is uniquely well-suited for brands sold in retail — the same "delivery" perception that drives the halo effect lines up directly with how shoppers experience CPG brands in their daily lives.
How big is Adgile and how long have you been doing this?
We operate in 53 cities across North America and have served roughly 600 brands. We started in Chicago in 2018, relocated to New York in 2021, raised capital, and reached profitability in 2024. By April 2026 we had already surpassed our entire 2025 revenue.
Do you have digital or LED trucks?
Yes — we offer LED truck deployments, typically priced per 8-hour day. They're best suited for B2B/event activations and tentpole moments rather than always-on awareness campaigns for B2C Brands, where static wraps are far more cost-effective.
Measurement & Attribution
How do you actually prove this works?
Closed-loop attribution is our differentiator. Every truck has a GPS unit that geofences a polygon around its route in real time, capturing the Mobile Advertising IDs of devices nearby. We then ID-stitch those mobile IDs to other devices in the same household (desktop, tablet, CTV) and compare exposed audiences against a matched control group to isolate incremental lift.
What is the "ghost truck" methodology?
The ghost truck is our control group. For every real truck on the road, our software creates a virtual truck that "trails" the route by about 10 minutes. The ghost truck sees the same neighborhoods, the same time-of-day patterns, the same audience composition — but it has zero ad exposure. That gives us a clean A/B test isolating Adgile's unique contribution to conversions.
How do you measure retail sales lift (not just D2C)?
We use a difference-in-differences (DiD) econometric analysis at the store level. Using your retail sales data, we compare treatment stores inside the truck route polygon against matched control stores in the same DMA and same banner, before and during the campaign. The difference in trajectories isolates the incremental retail sales driven by the trucks.
How does the geofencing actually work?
Every truck has a GPS unit with a callable API. We poll location every second, draw a polygon around the truck, and capture Mobile Advertising IDs of devices inside that polygon. Those IDs become the "exposed" audience for measurement and retargeting.
How does ID stitching to households work?
Once we've captured a mobile ID, we resolve it to a household graph that connects it to other devices (desktops, tablets, CTVs, additional household members' phones). This lets us measure conversions that happen on a different device or person than the one that actually walked past the truck.
Yes — we can pipe exposed audiences as custom audience lists to your DSP or directly into Meta, so the IDs we capture become a retargeting pool you can serve paid social against.
Is there a minimum scale needed for statistically valid measurement?
Yes. The measurement methodology becomes meaningful at roughly 5+ trucks running for 12+ weeks in a single market, though varies based on scale of the baseline. Below that, we can't guarantee a clean readout — we'll be upfront if your scope is too small to measure rigorously.
Where does the pixel go?
On your homepage and your post-conversion page (e.g., order confirmation). We provide install instructions; your engineering or analytics team handles the implementation. Standard JavaScript snippet, no special integration required.
When do I get reporting?
Mid-campaign and end-of-campaign readouts, each with demographic and psychographic overlays on the exposed audience. For longer campaigns we can layer in monthly check-ins.
Pricing & Contracts
What does a campaign cost?
Our standard "test and learn" starter is 5 trucks for 12 weeks in one market for roughly $36,000 (around $12k/month, $2,400/truck/month). That's the scope where measurement holds up and we can credibly answer "is this working." Pricing scales from there.
What's your typical CPM?
CPMs across recent campaigns have ranged from about $2.57 to $8.20 depending on market, density, and truck utilization. Dense markets like NYC and LA tend to run lower CPMs because per-truck reach is higher.
Do prices vary by market?
Yes. A dollar spent in LA goes roughly 11% further than in New York and about 100% further than in Dallas-Fort Worth in raw OOH efficiency. That said, the right market for your brand depends on where your retail doors and target audience live, not just CPM.
Are there volume discounts?
Yes — pricing breaks at 10 trucks and again at 25 trucks. For example, the $2,400/truck/month starter rate steps down to around $2,200 at 10 trucks. Larger scopes get further discounts.
What's included in the price?
Everything to get a truck on the road: print, install, photography, attribution reporting, and our in-house creative director's time for technical creative review. There are no surprise line items for the standard scope.
Can I do a single-day or one-week pop-up only?
Short-burst activations are possible (event days, retailer parking lot takeovers, festival moments) but we'll typically push back on a full campaign under 12 weeks because the measurement methodology needs duration to produce a reliable readout. If you're after a one-day moment, an experiential activation is usually the better fit.
Do you offer always-on annual contracts?
Yes. Several of our larger clients run on annual commitments (six- and seven-figure scopes). We'll structure pricing and creative refresh cadence around the annual frame.
What does refreshing creative mid-campaign cost?
Approximately $1,660 per truck for a creative refresh (re-print and re-wrap). We recommend refreshing creative at major campaign moments — new product launches, seasonal shifts, retailer-specific pushes.
Markets, Targeting & The Door Score
Which market should I start in?
We run a Door Score Analysis for every prospect: take your retailer door list, score every truck route by how much dwell time it spends near those stores, and rank markets by retail intersection density. We pair that with your existing brand awareness and distribution footprint — what we call "Grow Where You Know." Pick the markets where you already have momentum rather than spreading thin across too many cities.
Can you target a specific retailer's door list (Whole Foods, Target, Sprouts, Sephora)?
Yes. We score routes by proximity to your specific retailer locations and concentrate the highest-scoring assets accordingly. This is one of the most common asks and a core part of the campaign setup.
Can you target specific neighborhoods?
Yes. Our GPS data lets us identify routes that spend, say, 60%+ of their time in a specific neighborhood (the Bronx, Williamsburg, Silver Lake, etc.) and prioritize those for your campaign.
Can you target around specific events (Coachella, SXSW, Expo West, the NY Marathon)?
Yes. We have a defined experiential motion for showing up at cultural moments — that can be a truck parked at the perimeter, a staffed activation, or content capture inside the event halo.
Audience, Reach & Demographics
Who actually sees these trucks?
From the captured device IDs we pull demographic data (age, income, education, household income) and psychographic overlays (business traveler, health-conscious, family-with-kids, etc.).
Can I get demographic breakdowns by market?
Yes — every campaign readout includes demographic and psychographic profiles of the exposed audience, broken out by market.
Creative & Production
What kind of creative works best on a truck?
Two surfaces with different rules:
- Side panels are seen by pedestrians at close range for under 6 seconds — go big with imagery, keep copy under 10 words, lead with the product shot.
- Rear panels are seen by drivers and other vehicles for 6–30 seconds — they can support more copy, a clearer CTA, and a retail callout.
What colors and contrast work best?
High contrast against the urban environment is critical. Avoid white backgrounds — they blend with the 95%+ of unbranded white trucks on the road. Also avoid warm earthy tones (brick, concrete, beige) for the same reason.
Where should the logo go?
In the top third (or top half) of every panel. That positioning survives partial obstruction from traffic, parked cars, scaffolding, and pedestrians.
How many words can I put on a truck?
For the side panel: under 10. For the rear panel: more is fine, but lead with one big idea and a CTA. The single most common creative mistake we see is too much copy.
Can you handle creative for us if we don't have an agency?
Yes. Our in-house creative director, works directly with brands that don't have a design team or want a sense check from someone who knows the format.
Do you provide templates and spec sheets?
Yes — dielines, spec sheets, and best-practices guides go out after the first call. Your designer (or ours) builds inside those templates.
How long do I have to design?
Plan for final approved creative four weeks before go-live. That's the window we need for print production, proofing, and install scheduling.
Can you do special finishes — chrome, foil, mirrored vinyl?
Yes, but these add cost and lead time. Worth discussing during scoping if you want the truck to look different from a standard wrap.
Experiential, Sampling & Content Capture
Can the trucks do sampling or pop-up activations?
Yes — we call it "experiential light." We pull a truck off its passive route for a defined window to set up a sampling moment, a tentpole activation, or a retailer parking-lot moment.
What does experiential cost?
The first hour off-route per truck per campaign is included. Additional hours run $500 per truck per hour. Staffed activations (brand ambassadors, samplers, content creators) are additional and quoted by scope.
Can we use the truck as a backdrop for content or influencer days?
Yes — this is one of the most popular use cases. The truck shows up, your content team or influencer roster captures footage, and you walk away with photo and video assets in addition to the passive media value.
Can you do man-on-the-street content?
Yes. We've structured content days where brand ambassadors hand out product in exchange for short on-camera reactions — generating large libraries of UGC-style ad creative.
How much lead time do you need for an off-route activation?
Two weeks for planned off-route deployments — that's the window needed to coordinate routing, staffing, and any permits.
What insurance coverage do you carry?
Standard commercial coverage including liability for on-site activations. We share certificates of insurance on request before any activation.
Can the trucks show up at an event (Coachella, SXSW, Expo West, a marathon, a retailer summit)?
Yes — this is a defined motion. We've executed event-perimeter activations at major cultural and trade moments. Two-week minimum lead time.
Onboarding & Timeline
How long from contract signing to going live?
Six to eight weeks, broken roughly as: creative brief 2–4 weeks before final creative, final creative 4 weeks before go-live, then print + install in the final stretch.
What does the onboarding process look like?
Kickoff call → Door Score Analysis and market recommendation → creative best practices review → pixel install → creative production and proofing → print and install → mid-campaign and end-of-campaign reporting.
Proof & Case Studies
What brands have you worked with?
Active and recent client list includes RYZE, OSEA, K18, Graza, Huel, Comfrt, Athena Club, TUSHY, DIBS, Caraway, Little Spoon, Hill House Home, Olipop, Goodwipes, Auri, Grüns, Jupiter, Glossier, Tarte, Mando, and several hundred others across food and beverage, beauty, household, baby, and wellness.
Do you have case studies in my category?
Almost certainly — we'll share category-relevant examples during the discovery call.
Can I talk to a reference customer?
Yes. We routinely make warm intros to current clients in your category and to agency partners who work with us. Just ask.
Tech & Data Integration
What's the tech stack?
GPS unit on every truck → geofence polygon around the route → Mobile Advertising IDs captured every second → ID stitching to household device graph → join to your pixel-fired conversion events (D2C) and your store-level sales data (retail) → DiD analysis vs. ghost truck control → reporting dashboard.
Can the data integrate with my DSP or programmatic stack?
Yes. We push exposed audiences as custom audience lists into the major DSPs and into Meta directly.
Do you have a dashboard?
You get formal mid-campaign and end-of-campaign readouts. Self-serve dashboarding is on the roadmap; today we deliver reports as structured presentations with the underlying data available on request.
Common One-Off Questions
Can you do a Canadian-only campaign?
Yes — we have Canadian inventory and have run many campaigns north of the border.
How should we be thinking about sustainability?
The trucks are already running their delivery routes regardless. Wrapping them adds no incremental vehicle miles. That makes Adgile one of the lowest-incremental-carbon OOH formats available, which several sustainability-focused brands have built messaging around.
Can you bundle the campaign with a retailer-specific activation (an Expo West takeover, a Target Partner Summit moment)?
Yes — we routinely tie campaigns to retailer moments, including trade shows, summit weeks, and chain-wide promotional windows.
