Mobile Media "Consumers Impressions
Many out-of-home industry studies have been conducted to evaluate the effectiveness of vehicular advertising (mobile media). Ad agencies, brand managers and everyone in the mobile media industry have been on a quest to determine (validate) the effeciency, impact, value and accuracy of consumer impressions that can be achieved from placing an advertising message on "various types of vehicles."
There lies the first (and most important) aspect of "the evaluation process"; the type of vehicle AND its "mode of operation". Not every vehicle is ideally suited to become a billboard on wheels, BUT...... some vehicles are "extraordinarally well suited" for that purpose. It is those vehicles to "prize" when you are interested in targeting (and impacting) large numbers of consumers.
If I"m an advertiser, my mission is to expose the highest number of "my" potential customers for the least expense...... (the lowest cost per thousand "targeted impressions" will translate into profit from stimulated sales). The message I present to those consumers will either stimulate them into the action I want them to take..... or not, BUT at very least, I want the opportinity to to expose them!
When you place an advertising message "on a vehicle", you immediately have the problem (or advantage) of having THAT VEHICLE deliver "the message" where and how it will do the most good. With vehicular advertising, you inherantly have two moving entities (the message AND the viewer), therefore, standard formulas for evaluating any kind of other "stationary media" (billboards, newspapers, radio, TV, etc.) no longer apply to your evaluation process. You have to rely on common sense that the vehicles "mode of operation" is active "in the face" of your potential customers.
The best "non-scientific" way to evaluate vehicular advertising is to calculate how many of your potential customers will be in "the universe" of that vehicle. Knowing that vehicles "mode of operation" is crucial for evaluating that..... and very easy if you think about it;
Every street, road or traffic artery has a "consumer population" associated with it. Whether it"s a city street, suburban roadway or urban interstate highway; all types of transportation arteries have typical numbers of potential viewers in "the universe" of that vehicle you have chosen to use as an advertising display...... and those numbers are very consistent and predictable...... using common sense alone.
If you calculate the time (minutes or hours) that a particular (specific) vehicle spends on known arteries, you can closely evaluate the number of people who will be impacted by what you have put "in their face".
Having formulated those numbers is "Consumer Impressions 101" ..... and our industry has done that extensively...... and accurately. Our vehicles (our portfolio"s modes of operation) achieve,on-average, .46 cents CPM ....... because of the hours they travel on populated arteries. In doing so, they saturate a broader area than billboards or buses, extending "reach" and overall numbers of impressions with nominal reduction in frequency (because of their local, repetitive circulation).
Artery population data available upon request.