Effectiveness of  Truck Advertising.

The Traffic Audit Bureau (TAB), an independent, non profit organization, has worked with industry leaders to establish a method to determine the effectiveness of truck-side advertising. This method uses Global Positioning System (GPS) technology along with the Highway Performance and Monitoring System (HPMS). The data from these two sources serves as the foundation for measuring and documenting truck advertising impressions. This now allows advertisers to document the total gross impressions of a campaign and the average Daily Effective Circulation (DEC) per vehicle.

Here's How It Works                                  Here's How It Works

This breakthrough methodology utilizes the HPMS information and GPS data taken at two-minute intervals on trucks' routes, and processes it using a unique algorithm with specialized software called Arcview. The system calculates the number of truck advertising impressions appearing on primary roads, within the specified market, that are visible to vehicles traveling on the same roads. This data is then used to generate reports that show customers how well their advertising has performed.

The accuracy of the system was confirmed in tests in Minneapolis and upstate New York by studying videotape recorded from trucks on several specifically defined routes from a van equipped with a GPS device. The number of impressions was verified from the videotape. The software was able to consistently predict the actual number of visual impressions within 10 percent.

What This Means To You.

This means that now truck advertising impressions can be measured just as reliably as newspapers, magazines, radio, TV and billboards. This also establishes a basis for advertising rates, so advertisers know just what they're getting for their money.

Cover More Ground For Less.

In the past few years, truck advertising has evolved to become one of the most cost-effective advertising mediums available. The average cost can be less than 70 cents** per thousand impressions; that's around half the cost of traditional outdoor advertising. In comparison, the cost per thousand for the five forms of traditional media (newspapers, magazines, radio, TV and outdoor) ranges from $3.55 for outdoor to $23.70 for television.***

A Message That Reaches It's Destination.

With truck advertising you can deliver your message to a particular state, region, city, or even neighborhood. Truck advertisements also target consumers in desirable markets where other outdoor mediums are limited. And, right now, truck advertising is still available in all major markets.

Advertising With Real Stopping Power.

In today's mobile society, this moving medium gets in front of more people in a bigger, more noticeable and memorable way.

Quick And Easy.

With the latest technological advancements in graphics films, truck advertisements can be applied or removed more quickly and easily than ever. This makes it possible to install more advertisements per day, which lowers the cost of truck advertising for you.

Get More Mileage From Your Advertising Investment.

Break through the clutter with this unique advertising vehicle that takes your message directly to your consumers. Truck advertising is a big, bold and colorful medium that's perfect for either individual promotions or as a new way to extend a campaign.

For Seiko, It Worked Like Clockwork.

The new TAB Truck Advertising Audit Methodology was used to measure the exposure of a Seiko truck advertisement for one o f the company's newest watches. Three trucks in the Chicago area were tracked over a five-week period. Preliminary results, verified by GPS detail logs, show the Seiko advertisement reached an estimated Daily Effective Circulation (DEC) per vehicle of 40,585 commuters each day. That's roughly the same DEC as the average billboard in the same area of Chicago for about half the cost.