The industry norm is to estimate fleet advertising impressions by calculating the number of miles driven per truck per day by the type of road.
Imagine adding demographics as a dimension. What do you get? Vastly improved measurement capabilities, proof of performance and the ability to target your campaign.
3M measured the advertising effectiveness of fleet graphics for Cadbury-Schweppes Company using GPS units to track 10 Snapple® trucks through two major metropolitan areas.
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|
|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.|
- 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.