-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.
-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.