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Research has been able to determine the effectiveness
of moving billboards, or fleet advertising, through
the study of Global Positioning Systems installed
in trucks and traffic counts.
This first-ever study was performed by the Traffic
Audit Bureau (TAB), an independent non-profit organization
that authenticates the circulation of out-of-home
advertising such as billboards.
In the trial using a Seiko ad created with Scotchprint®
Graphics, one truck reached an estimated 40,585 people
a day in Chicago, where an average Chicago billboard
reaches about 48,000 people. While the exposure is
comparable, the cost for fleet advertising is half
that of traditional outdoor advertising, or 70 cents
per 1,000 impressions, according to TAB.
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