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The Types of Vehicle Advertising

Vehicle advertising, also known as wrap advertising, is the practice of covering part or the whole of a vehicle with an advertisement. It can be done through painting a vehicle but it’s much more common to use vinyl sheets as decals, enabling advertisements to be changed frequently at a low cost.

What you can advertise on:

  • Cars
  • Trucks and Lorries
  • Ad Vans
  • Taxis

Advertising on Cars

“If you are looking for the next great place to advertise, well, look no further than your garage. Cars will be transformed into the next amazing advertising medium of the decade!” Jesse Kalisher, Brandweek

At one point advertising on cars was seen to be the next big advertising medium. This expectation does not look like it will be fulfilled but advertising on cars can still be an effective way to reach a very large audience.

Advertising on cars delivers your message to a mass audience, creates a buzz factor, and can be very cost effective as illustrated by AdsonCars data from independent 3M statistics, especially when you consider that the figures exclude views from pedestrians:

Cost per Thousand Impressions (CPM):

  • Direct Mail (Shared Mailing): £19.42
  • Radio: £12.12
  • Online Banner Advertising: £5.00
  • Newspaper: £4.93
  • TV: £4.80
  • Billboard: £1.20
  • Advertising on Cars: £0.40

The figures do of course not mention details of the quality and effectiveness of each advertising medium. Direct mail is excellent at generating an action from customers, whilst TV and radio advertising enables messages to be clearly portrayed.

Advertising on cars doesn’t tend to encourage those who see it to take action and the message that can be portrayed is limited due to the fact that many people will only glance at the advertisement. However, in terms of what it does it is very effective – reaching large numbers of people at a very low cost.

Trucks and Lorry Advertising

As an alternative to advertising on cars you can reach motorists through advertising on trucks and lorries. Trucks are always on the move and are an excellent way to advertise on the UK motorway network where there are restrictions on billboard advertising.

Compared to advertising on cars truck advertising holds an advantage in that there is a larger advertising space so more precise and effective messages can be portrayed.

Trucks are also constantly on the move, as opposed to cars which are usually used for a maximum of a couple of hours per day. They are also usually fitted with tracking devises so you can see exactly where they go and when, very helpful when it comes to tracking and evaluating the campaign.

However, advertising on cars is seen as something different and consequently it helps to generate a buzz factor. It’s also better for targeting people in towns and cities – trucks spend most of their time on motorway networks.

Ad Vans

Ad Vans refers to dedicated advertising vans or trailers along with smaller forms of mobile outdoor advertising, such as promotional bikes and scooters.

Promotional vans could be likened to a mobile billboard, in that they can be parked in high visibility areas and therefore provide a large visual impact. They can be used to support or direct people to an event, or simply to target pedestrians and motorists. The size of the attached adverts mean that clear messages can be portrayed, something that advertising on cars suffers from.

Promotional bikes and scooters are considerably smaller and consequently have a smaller visual impact. However, they are something different and contribute towards generating buzz, whilst the reaction to them is very positive.