3M Study on the Effectiveness of Vehicle Wraps

3M measured the advertising effectiveness of fleet graphics for Cadbury-Schweppes Company using GPS units to track 10 Snapple® trucks through two major metropolitan areas.

The three-month study correlated truck routes against zip codes and demographic data to deliver the most accurate measurements of message effectiveness to date.

The results show an average cost of $.48 per ONE THOUSAND impressions for Fleet Graphics.

3M Study Key Findings:

• Fleet graphics generate a large number of impressions--in this study, an average of 6 million per truck, annualized.
• Mobile media advertising offers the lowest cost-per-impression of any major advertising medium.
• Routes and messages can be optimized to target specific demographic groups.
• Graphics add a valuable dimension to the advertising marketing mix.