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The Cost Effectiveness of Vehicle Wraps

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 effectiveness:

Key findings concluded that:
  • 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.
Other surveys confirm 3M's data:
  • 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 truck.
  • 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 advertising.