The following are some compelling statistics about the Vehicle Wrap industry.
- Mobile advertising can be the most effective and efficient form of outdoor advertising, reaching more consumers at a lower Cost Per Thousand Impressions (CPM) than any other form of outdoor advertising.
- More than 95% of Americans are reached by media targeting vehicle drivers and passengers.
- The average American has traveled 302 miles in the past 7 days.
- One vehicle wrap can generate between 30,000 – 70,000 impressions daily.
- Federal Highway Administration study forecasts a sharp increase in the amount of time spent in personal vehicles and the number of trips per household.
- Fleet vehicle wraps are ideally suited for various types advertising campaigns, including new product launches, and event marketing and are increasingly being used as part of the marketing mix.
- Fleet vehicle advertising boosts name recognition 15 times greater than any other form of advertising.
- 30% of mobile outdoor viewers indicate they would base a buying decision on the ad they see.
- Transit advertising has grown to be the second largest segment of the outdoor advertising industry in terms of dollars spent (as of 2003) representing 19%.
- The Outdoor Advertising industry has nearly doubled since 1993 from $1.19B to $2.09B in 2003. These numbers continue to grow each year.
- Eight out of ten Americans report they have walked in a town, city or downtown area, on average 6.1 miles in the past seven days. This pedestrian traffic represents a significant reach opportunity for advertisers.
Why Vehicle Wraps are so cost effective
Advertisers are struggling to come up with new ways to keep the public focused on their product. A $20,000 newspaper ad can be looked over in a split-second without leaving much of an impression then, a few minutes later, is thrown into the recycling bin. Today, even the two largest advertising venues—cable TV and the billboard—are in decline.
Cable TV advertising is being threatened by DVR’s which remove all broadcasted commercials in real-time. Billboards are no longer immune to the threats facing television. They are attacked daily from all sides: the zoning and beautification committees; safety agencies claiming that new digital billboards are an eyesore that are distracting drivers; even Congress and the Supreme Court refusing to allow the erection of old billboards knocked down by hurricanes.
The Transportation Advertising Council of America (TACA), confirmed mobile media's effectiveness in a recent study. TACA's market research indicated that:
- Messages on outdoor mobile billboards have a 97% recall rate.
- Ninety-six percent of respondents said mobile is more effective than traditional outdoor advertising.
- It generates 2 ½ times more attention than a static billboard (Perception Research Services).
- It captures heavy commuters: 27% of the heaviest commuters do not read a newspaper (The Arbitron Outdoor Study).
- It was estimated that one mobile billboard truck can make over 1.5 million impressions per month when targeted to a DMA (Designated Marketing Area) of more than 5 million people - based on a two-month campaign (Simmons Market Research).
Partial list of companies using mobile advertising
BMW, AT&T, CBS, DODGE, STAPLES, DISNEY, MOTOROLA, WESTERN UNION, SUN MICROSYSTEM, MCDONALD'S, BUDWEISER, TIME WARNER, USA TODAY, APPLEBEE'S, VW, ABC, HOTJOBS.COM, COLGATE, FEDEX, N.Y. YANKEES, GOTO.COM, MIKASA, ROBBINS BROS., CAMPBELL'S, LOWES, REMAX, IBM And many more…
Huge corporations say this about vehicle wraps…
"It is estimated that one mobile billboard truck can make over 1.5 million impressions per month when targeting a designated marketing area of more than 5 million people."Simmons Market Research.
"Impact ratings of mobile media trucks scored higher than all other outdoor combined."Thibodaeus Research, Inc.
"Generates more than twice the attention than a static billboard." Perception Research Services.
"Throughout this study, we find that outdoor media reaches those not exposed by newspaper and local television … It captures heavy commuters: 27% of the heaviest commuters do not read a newspaper." The Arbitron Outdoor Study.
"The dazzling graphics and high tech imagery used on trucks today are garnering local and national media attention. Many brands have successfully implemented truck side advertising and mobile billboard campaigns … to reach their target audiences where they work, play and congregate."Inside Outdoor Magazine.
"Mobile billboard displays boost name recognition 15 times greater than any other form of advertising." Product Acceptance and Research Inc.
"91% of the targeted audience noticed text and graphics on vehicle advertising."American Trucking Association Study.