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. |
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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.
