Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Marketing on wheels: From Wienermobile to fake out-of-home advertising

US out-of-home (OOH) ad spend will total $9.51 billion next year, and grow past $10 billion in 2026, according to our forecast. One unusual place those dollars are headed is advertising on wheels. That includes transit, taxis and ride-hailing services, and one of the most fun brand marketing tools there is: machines like the Oscar Mayer Wienermobile.

Here are three of the most famous brand marketing vehicles (literally).

1. Oscar Mayer Wienermobile

Perhaps the most famous of these street-friendly fixtures is the Oscar Mayer Wienermobile, first created in 1936 to roll around Chicago—and later the rest of the country—promoting the company’s hot dogs. The oblong automobile briefly rebranded to the Frankmobile earlier this year, but returned to form in September after outcry from fans at the name change.

The beefy bus remains the premier example of brand marketing on wheels, offering brand recognition in the US and abroad as the world’s most famous wiener on wheels.

A selfie of newsletter writer and editor Sara Lebow with the famous wiener on wheels, parked outside of Advertising Week New York 2023.

2. Planters NUTmobile

The official ride of Mr. Peanut, the Planters NUTmobile, actually predates the Wienermobile by one year. A version of the peanutty pickup first appeared in 1935, but didn’t appear in NUTmobile form until 1999.

Source: Wikimedia Commons

3. L.L.Bean Bootmobile

Created in 2012, L.L.Bean’s Bootmobile is younger and smaller—but no less mighty—than its meaty, nutty predecessors. The Maine-based company built the big shoe buggy to celebrate its 100-year anniversary. (And yes, the rainboot ride has indeed met the Wienermobile and the NUTmobile.)

Source: Wikimedia Commons

The brandmobiles of the future: Will those four-wheeled wonders soon be a thing of the past? With the up-and-coming concept of “fake OOH” advertising, it’s possible. This summer, Maybelline debuted an unreal (as in literally, it was not real) campaign featuring a bus with eyelashes and a giant mascara wand, created entirely via CGI. With CGI, these branded vehicles don’t actually have to exist to gain buzz.

@maybelline 📣 All aboard the Sky High Mascara Express ✨🚄 After hitting the NYC Streets, we’re taking over London💂🇬🇧 We are on the move with #SkyHighMascara elevating your lash game to new heights🌤️ 🌇 it’s guaranteed to serve limitless lash length 📏 and full volume😍 #Maybelline ♬ original sound - Maybelline New York

Building on an OOH base: 14.4% of US OOH ad spend went to transit in Q1 2023, according to the Out of Home Advertising Association of America. Ads appear on and in buses, trains, and taxis.

Uber and Lyft currently boast a combined user base of 72.0 million people, per our forecast, which has allowed them to expand ad formats from backseat displays to in-app ads. Uber is well ahead in the ad ecosystem right now, but a growing audience for both services means more potential for advertisers.

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.