I am really enjoying the experience I am having with our marketing company’s wrapped vehicle driving around Vancouver. Not only do I get a rush every time I get in and out of the car, but I think it is so cool how many people are distracted and engaged by the green NEXT mobile! I wanted to see if the car wrap is an effective marketing strategy.
I have reviewed the company website Google Analytics to see if there is 
any noticeable activity since the wrap hit the road – and it is an amazing 40% increase in a matter of days!!!
Considering the enormous amount of messages we absorb on a daily basis, I did some scooping to see what hard official stats I could find on the effect of mobile advertising. Below is impressive data taken from a research program done in the states on mobile advertising years ago…
- 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. (WOW! - that’s my comment, not part of the study
) - 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 launch, 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.
The key to a successful mobile marketing strategy is the message, experience and memory you want to create for the viewer.
Keep the elements simple, few and effective. The branding needs to be confident and professional. All elements contribute to the end experience – what do you want the viewer to feel/question or desire after they experience your vehicle messaging? The viewer needs to be left thinking about YOU 3 seconds after seeing your vehicle. You need to create a memory they will take with them and pass along. Happy wrapping!
