Vehicle Graphics

 Study on the Effectiveness of Vehicle Advertising

 

The three-month study correlated truck routes against zip codes and demographic data to deliver the most accurate measurements of message effectiveness, to date.

Advertising Medium Cost per thousand (CPM)* Cost of Equivalent DEC
Television $23.70 $1,445,700
Magazine $21.46 $1,309,060
Newspaper $19.70 $1,201,700
Prime-time television $18.15 $1,107,150
Radio $7.75 $472,750
Outdoor $3.56 $217,160
Fleet graphics
(Average, annualized)**
$0.48 $30,000
*Based on 61 million Prime DEC annually; average of top 40 media market from Media Buyers Guide.
**Based on cost of test trucks.

Key Findings:

  • Fleet graphics generate a large number of impressions--in this study, an average of 6 million Prime Daily Effective Circulation (DEC) per truck, annualized.
  • Mobile media advertising offers the lowest cost-per-impression of any major advertising medium.
  • Routes and messages can be optimized to target specific demographic groups.
  • Fleet graphics add a valuable dimension to the advertising marketing mix.