The Car and Truck Fleet and Leasing Management Magazine

Vehicle Wraps Offer Better Value Than TV, Radio Ads

January 28, 2015

Photo of vehicle wrap courtesy of JMR Graphics.
Photo of vehicle wrap courtesy of JMR Graphics.

Vinyl vehicle wraps provide fleets greater marketing punch at a much more affordable cost than radio or TV ads and billboards, according to new data from the Outdoor Advertising Association of America (OAAA).

A single vehicle wrap can generate as many as 70,000 views per day and potentially millions of viewers per year, while radio and TV ads target a more narrow audience, according to the OAAA. While a full vehicle wrap would typically cost around $8,000, a low-cost TV campaign can reach $50,000.

Fleet graphics also offer a longer-lasting advertising and branding campaign because they remain on a vehicle long after a TV or radio spot has aired. A typical vehicle wrap lasts about five years with responsible care, according to JMR Graphics, which provides vehicles wraps to commercial fleet clients.

The cost per 1,000 impressions (CPM) of vehicle wraps is now about 77 cents, which is lower than any other form of advertising, according to OAAA. The updated OAAA data was distributed by JMR Graphics.

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In a 24-year fleet career that began in 1964, Helen Smorgans managed fleets for Johnson & Johnson corporate and 10 other J&J companies. She was co-founder of the NAFA New Jersey chapter and also served on the organization's National Board of Governors.

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