Fleet advertising provides an increasingly viable alternative
to other forms of out-of-home advertising. Until recently
however, it has been difficult to measure the effectiveness
of these ‘moving billboards’. This form of advertising
increases the exposure of your brand wherever the truck may
go, but does it offer greater value for money?
With the advent of new technology, measuring the effectiveness
of fleet advertising has recently come into sharp focus for
marketers worldwide.
The Traffic Audit Bureau (TAB), an independent US organization
that authenticates the circulation of out-of-home advertising,
has conducted a first-of-its-kind study to determine the
effectiveness of fleet advertising, through the use of the
Global Positioning Systems (GPS) installed in trucks and
traffic counts – a system known as MARG.
Using GPS together with the Highway Performance and Monitoring
System (HPMS) they are able to take data from these two sources
to ultimately measure and document advertising impressions.
By installing GPS units in trucks carrying advertising,
HPMS information and GPS data pinpoint the exact location
of each truck every two minutes and feeds this information
to a central computer. The system calculates the number of
advertising impressions visible to occupants of cars passing
in both directions. From this, reports that detail total
impressions and daily effective circulation per truck are
generated so customers know how well their advertising has
performed.
Early research findings reveal that one truck is seen by
more than 84% of the people reached by an average billboard
in the same city. While the exposure is similar, the costs
for fleet advertising using Fleximount is less than half
that of traditional billboard advertising. Now there’s
a powerful reason to take a new look at Fleximount!
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