Connected Cars — How can connected car systems measure the impact of “Wrap” advertising?
The first thing that came up and which we researched more thoroughly was the case of companies that offer Wrap Advertising in different ways. The biggest pain in this business is that they offer services that probably affect ‘something’ but they can not really measure it, nor do they even try to measure its impact. They work in the field of marketing and as everyone knows this takes up a large part of companies’ budgets so it really must be checked and measured properly. But how to measure the impact of ads if the vehicle they’re on travels around town and you never know where it is at any given moment?
This case interested us the most, so we decided to check how the business looks: what exactly is offered on the market and how and where connected car solution might help. Here are our conclusions:
4 kinds of wrap advertising offering available.
1. Wrap advertising companies that focus on graphic project and production. This is perfect for corporations or fleet companies that would like to make a use of the sales surface on vehicles. This should raise the company’s recognition among people in general and of course among its customers. Additionally, this should have a positive impact on sales or at the very least a response from the market at large.
2. Organizations that look for and catalog drivers from a myriad of locations that are willing to let their car be wrapped in an advertisement for which they will receive a fixed monthly stipend. Cooperation with these companies means that drivers have a dedicated GPS receiver installed in their vehicles to monitor their car’s locations and time. Unfortunately, this data is not provided to the ad publisher so it also might be fraudulent or faked. These companies are not responsible for the visual aspect of the ad.
3. Companies that cover all aspects of the projects and provide full service. These organizations take care of the visual part, realization and sometimes even measurement of its impact on potential customers. It can not be overlooked that they may cooperate with companies mentioned in 2nd point.
4. Public transport companies that rent space on their buses for wrap advertising. The main advantage for the publisher is that public transport is instantly monitored and the ad’s impact can be measured more precisely than in the first or second examples above.
For example, there are about 30 organizations located in New York City and a similar number in Los Angeles and just for the comparison 58 organizations in the whole United Kingdom.
You can learn more from the white papers: http://www.adsonwheels.com/files/ARD_WhitePaper.pdf
How is wrap advertising measured so far? Connected cars use in wrap advertising business.
- Wrapped ad companies also admit that a connected cars system is important for their business to evolve and increase the value proposition of their offer.
“The vehicles can be equipped with GPS tracking. This provides detailed vehicle information and in some cases, audited reports necessary for monitoring the effectiveness of an advertising campaign. Accordingly, there is still an extremely limited supply of available data on the efficiency or impression rates attained by mobile vehicle advertisements.”
“Transit media measurement is a constantly evolving and improving process. The Traffic Audit Bureau for Media Measurement (TAB) launched a new methodology designed to generate Truckside and mobile display impressions by linking Global Positioning Satellite (GPS) tracking technology with Federal Highway Administration traffic density data. “
“Many third-party agencies put a GPS unit on the advertising car and one requires the driver to get auto insurance via the company.“
“You will have to agree to have a Global Positioning System (GPS) installed in your car and leave it on. This is the way that the company tracks the number of miles you have driven. There will be a minimum number required (usually 800 to 1000 miles a month) and the contract can be voided if you don’t drive the required number of miles each month.”
- Fleet cars, transport vehicles or companies fleet are usually fitted with GPS trackers and some so-called positioning system. So for PR companies or wrap ads that based on publishers car fleet the problem of measuring the ad’s impact might not exist. On the other hand this is necessary for the ad provider to see which campaigns work better than others.
- An alternative for connecting cars and measuring wrap advertising’s effectiveness is counting passing cars and pedestrians who might notice the ad. It is similar to the old method of traffic density measurement. The best is of course both solutions combined.
- If the campaign refers to the event promotion the campaign’s success might be verified by a number of tickets sold or in a general survey.
- Survey research among consumers who might have seen the ad.
- Billboard advertising audiences can also be measured through driver surveys. A sample of drivers are asked about the routes traveled as shown on a map, and a transparent overlay is then placed on the top of each driver’s map to reveal billboard structures that were passed
As you might noticed these are not modern or automatic analysis methods, this means that there is an important need for automation of this process.
What effect do wrap ads have?
The Visual Impact of Trucks in Traffic, showed:
96% noticed truck side ads
98% said fleet graphics created a positive image for the company or the product
96% said fleet graphics had more impact than billboards
75% of people developed an impression about a company and its products
29% would base a buying decision on the impression
One of the biggest advantages of sponsored vehicles is the word-of-mouth effect and buzz effect the publisher may achieve. A well prepared wrap campaign interests people and makes them talk about the ad, product and brand. What may increase the campaign’s efficiency is education of the people who directly carry out the project. By educating each driver about their sponsor, a branded message can be delivered to a specific audience where they live, work and play.
Single vehicle wrap costs start from $3,500 and range up to $5,000 and can last for three to five years, though some sources report that the cost may be lower. A vehicle wrap in Phoenix, AZ costs about as much as one month of billboard advertising but lasts much longer! 3.000$-4.000$. You may also find prices starting from $800 to $3.200.
If a company decides to hire more drivers this would be an additional monthly cost of $400 per vehicle. This calculation is based on the driver’s payment for a full car wrap, lesser amounts applies for a partial car wrap or a window wrap.
General rates for wrapping in public transport.
Depending on wrap range, the prices are $150 up to $35,000 per ad per 4 week period.
Generally range of rates depends on timing and market.
Wrap Advertising takes 19% of average marketing budget in organizations and it doubled in 2003 to 2.09B$. The numbers are of course more impressive in US where in 2007 transit advertising budget was $800mln and $1.2bln in 2014.
Check also the full report: http://www.crankycreative.com/vehicle-wraps/
Wrap ads get from 30,000 up to 70,000 views per day. The Trucking Association & Outdoor Advertising association of America reports that in a single year, a delivery truck make 16 million impressions on consumers over 75% have a positive influence on customers. According to the Outdoor Advertising Association of America, wrap ads represent the lowest CPM (cost per thousand impression) among all types of outdoor advertisements. Mobile (wrap) advertising it thought to be the most effective and efficient form of outdoor advertising, reaching more consumers than any other form of outdoor advertising and and does it for a lower price.
At least 95% of American citizens are in range of mobile ads. Everyday they are reached by media targeting vehicle drivers and passengers. The average American has traveled 302 miles in the past 7 days during this time he/she is exposed to wrap ads on trucks, cars and buses: this allows fleet wrap advertising to boost name recognition 15 times better than any other form of advertising! In comparison there are 5.2 B passengers (single rides) in UK commuting everyday in public transport and being “exposed” to mobile ads influence.
According the research conducted in London public transport: http://www.cbsoutdoor.co.uk/Our-Media/Bus/
73% of London commuters prefer buses with advertising
80% of consumers have responded to a bus advert
86% of bus passengers and 91% of London bus passengers can spontaneously recall a bus advert
65% adults have noticed bus advertising in the last week, and that number grows to 74% in London.
The most important things to fix or add for improving the attractiveness of mobile media should be:
1. Developing an audience measurement system and tools for measuring ROI
2. Adding more innovative media opportunities, such as digital formats.
3. Transit advertisements should be better targeted and provide accountability metrics, more updated and available data and being able to more accurately measure impressions
4.Provide more demographic analysis and definitely provide a more obtainable means of tracking success and ROI
5. Reliable, third party verified delivery metrics
6. Having a measurement system would be extremely helpful in getting serious clients
7. Provide effective and believable research and not just ridership numbers
Obviously, the market for wrap advertising analytics is bound to be disrupted sooner or later. All parties lack a simple tool for monitoring, analyzing and managing their ad campaigns, although such tools for online advertising have existed for over a decade and are a known commodity.
Imagine you run a 3-month campaign on 300 vehicles in cooperation with a trusted and experienced company providing high-quality wrap advertising. At the end of the campaign you likely have no idea what kind of effects it achieved, nor any breakdown of the statistics to explain a lack of results. How can someone justify paying for such a campaign without knowing the end results? Were those cars really driving 70% of the day? Or maybe one of them was broken down and out of commission for a whole week? There is large number of issues that affect campaigns, both directly and indirectly. Being aware of them is the key to success.
Fortunately the tool is already here. Cloud Your Car is an extremely easy to use tool that tracks cars in real time, providing useful analytics of and insights on your campaign. The advantage of Cloud Your Car is its portability and fact that it can be deployed in a large number of vehicles in just a snap. Ask your wrap advertising company about Cloud Your Car, it is highly possible that they already have invested in it and can provide you with detailed data, reports and charts.