Vehicle Wraps: A Better Alternative to Supergraphics and Mega-billboards
State and local restrictions on digital mega-billboards and “super-graphics” has the sign and advertising industry scratching their collective heads for a solution to reach their target demographics without this traditional marketing method.
Supergraphics which are multi-story vinyl signs covering portions of buildings are being limited to a few designated locations. Although the outdoor advertising industry is fighting these restrictions, some have moved their budgets to another innovative and less intrusive form of outdoor marketing.
The alternative is vehicle wrap advertising. Vehicle wrapping is the process of applying vinyl material to cars, vans, trucks, trailers and most vehicles for the purpose of creating mobile billboards for marketing and corporate livery. The vinyl is thin enough to give the impression of a custom paint job. The vehicle vinyl does not hurt the exterior of the wrapped vehicle and actually helps protect it against the elements and, in the event of damage, the panels are easily replaceable.
Studies by the Traffic Audit Bureau and Arbitron have shown that, based on the cost of thousands of impressions (CPM), vehicle wraps are more efficient and less costly than a static or digital billboard.
The beauty of vehicle wraps lies in the underlying fact that they become mobile billboards able to penetrate targeted areas inaccessible to traditional outdoor marketing methods. Whether parked or on the road, a fleet of wrapped vehicles is difficult to miss. Studies have also indicated that the retention rate of a well- designed vehicle wrap beats billboard advertising.
For true mobile billboard advertising, companies have employed truck side graphics on trailers of semi-trucks for maximum ad exposure that is viewable form a distance.
The upfront costs associated with a vehicle wrap project can seem expensive at first glance but broken down to the wrap’s effectiveness spread across 3-5 years means lower CPM compared to billboard advertising, newsprint, radio or television advertising.
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