|The Cost Effectiveness of Vehicle
3M measured the advertising effectiveness of
fleet graphics for one of its customers, using GPS units to track 10 beverage
delivery trucks through two major metropolitan areas. The study was conducted
over a three month period and correlated truck routes against ZIP codes and
demographic data to obtain accurate measurements of message
Key findings concluded that:
Other surveys confirm
- Fleet graphics generate a large
number of impressions - an average of six million Prime Daily Effective
Circulations (DEC) per truck, annualized.
- 96% of respondents noticed
the words and pictures displayed on trucks.
- 98% of respondents said fleet
graphics created a positive image for the company.
- 96% of respondents said fleet
graphics had more impact than billboards.
- Mobile media advertising
offers the lowest cost-per-impression of any major advertising medium
(see graph on right).
- Routes and messages can be
optimized to target specific demographic groups.
- Surveys by the American Trucking
Association found that over 90% of survey participants reported that
they noticed vehicle graphics and recalled an ad on the
- The study conducted by the
Traffic Audit Bureau for Media Measurement showed that a car wrap can
generate between 30,000 to 870,000 daily impressions.
- Mobile advertising delivers
15 times greater name recognition than other types of