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The following statistics and research findings have been collected from markets that have car advertising available in the format as offered by A1 Car Ads Australia.
As the extent of car advertising as now being offered by A1 Car Ads Australia has to date not been available on our shores, research and statistics within this document are sourced from overseas markets with similar to identical consumer behaviour to that of Australians’.
You will find that car advertising is the most powerful and cost effective form of advertising. A1 Car Ads is to our knowledge the only organisation offering car advertising in this country at a level comparative to the USA. We are in the unique position to have access to substantial fleets of privately owned cars and have strategies in place to further grow these fleets.
Research & Statistics – as compiled via the internet.
"Outdoor Media Plays Critical Role in Media Mix New Arbitron Study Reveals"
Courtesy Arbitron, Inc.
Whether targeted to pedestrians or vehicle drivers/passengers, outdoor media have the power to reach today’s mobile consumers, according to a new outdoor media consumer study conducted by Arbitron Inc. Particularly, outdoor media can play a critical role in a media plan by reaching consumers who are not exposed to either newspaper or local television news. The study also underscored outdoor media’s compatibility with radio, which also has the ability to reach people out-of-home, close to the point of purchase. Indeed, these two media classes move in lockstep with each other.
Among the study’s findings are that Americans are more mobile than ever. For instance, Americans reported travelling an average of 302 miles in a vehicle in the past seven days. Not surprisingly, much of this travel is devoted to going to and from work, with the average daily, round-trip commute clocking in at 54 minutes. Pedestrian traffic has also stepped up across the country with eight out of ten Americans reporting that they have walked in any town, city or downtown in the past seven days.
With so much motion in the marketplace, the study quickly revealed the power of out-of-homemedia to reach America’s increasingly elusive consumers. According to the study, media that target vehicle drivers/passengers reach 96 percent of Americans weekly and outdoor media that target pedestrian traffic reach 79 percent weekly. These findings are especially important because of the inverse correlation between time spent travelling and exposure to other local media. According to the study, heavy commuters spend 19 percent less time reading newspapers and are less likely to be reached by local TV newscasts, especially the local evening news.
In addition, three new consumer groups emerged from the study: Mega-Milers (29percent of consumers who represent 77 percent of all miles travelled by vehicle), Power- Pedestrians (the 21 percent of Americans who generate 83 percent of all miles walked) and Super-Commuters (the 24 percent of Americans who spend nearly two hours a day getting to and from work). Mega-Milers and Super-Commuters tend to be upscale, educated and more likely to be married with children than the national average. Power-Pedestrians, on the other hand, tend to be younger, single and from each end of the income spectrum.
"The emergence of these groups confirms that outdoor media not only have significant reach, but they also can generate extremely significant frequency of exposure among heavy commuters and vehicle drivers/passengers," notes Nancy Fletcher, president, Outdoor Advertising Association of America. "We’re delighted that Arbitron has
developed this insightful and valuable study, which will help marketers to better understand the full capabilities of the outdoor medium."
Another important finding of the study is that over one-third of Americans shop near work. Among those who work full-time, 62 percent say they shop closer to home and 35 percent indicate they shop equally near home/work or shop most at work. "This indicates that advertisers cannot just target consumers who live near their retail locations; they must also consider the sizable group of consumers who shop near work when constructing their media plans," says Jacqueline Noel, director, sales and marketing, Arbitron Outdoor. "By examining the results of the study, marketers can identify out-of-home media that have the ability reach the working crowd, as well as gain important insight into outdoor advertising’s role in the overall media mix.
Public Opinion on Outdoor Advertising - Australia
ACNielsen conducted an online survey among 606 residents in the five main population areas of: Sydney, Melbourne, Brisbane, Adelaide and Perth.
- Data was weighted to population proportions
- Respondents were aged 18-54 years and used transport at least 1-2 times a week.
- Fieldwork conducted 13-19 June 2007
- Generally people like outdoor advertising and they want to be entertained by the advertising
- They see the strengths of outdoor advertising is that it is 24/7 and that it reaches consumers outside their homes
- They also see that outdoor advertising reaches all people, even those unavailable to other media
- Entertainment & Leisure advertising (with holidays, airlines & travel) is one of the most preferred categories of outdoor advertising
- 40% would definitely like to see Government & Community Services outdoor advertising
- Road safety campaigns are particularly preferred (56% find very appealing) This makes outdoor an ideal environment for road safety campaigns
- Most people (85%) are not aware of the assistance that outdoor provides in charity or community advertising, but the majority (59%) said it made their view of outdoor advertising more positive if they knew that information
- Similarly 75% are not aware of the assistance that outdoor provides in public/community infrastructure, but the majority (57%) said it made their view of outdoor advertising more positive if they knew that information
- 87% thought it important that outdoor continued to support community infrastructure. It is positive for the outdoor industry to promote community and public infrastructure support
- 87% thought it important that outdoor continued to support community infrastructure. It is positive for the outdoor industry to promote community and public infrastructure support
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People see a role for outdoor advertising with 49% rating it’s role as positive (only 13% negative)
Eye-Opening Mobile Advertising Facts
Consider these statistics compiled by the Outdoor Advertising Association of America:
- More than 95% of Americans are reached by media targeting vehicle drivers and passengers
- One vehicle wrap can generate between 30,000 - 70,000 impressions daily
- Fleet vehicle advertising boosts name recognition 15 times greater than any other form of advertising
- 30% of mobile outdoor viewers indicate they would base a buying decision on the ad they see
NASHVILLE, Tenn., April 20, 2010 /PRNewswire/
Good news travels fast, but when it comes to promoting your business, nothing spreads your message faster than vehicle wraps. Business owners nationwide are discovering that car wraps and vehicle graphics are the best way to reach customers quickly, effectively and economically.
Compared to traditional forms of advertising - outdoor signs, television, print and radio - vehicle advertising can reach more consumers at a lower Cost per Thousand Impressions (CPM) than any other form of outdoor advertising.
The Best Return on Your Advertising Investment
The benefits of a vehicle wrap hit home with stunning clarity when you compare its cost to the Cost per Thousand Impressions (CPM) of other forms of advertising (Statistics courtesy of the Outdoor Advertising Association of America):
- A 30-second prime-time spot in the top 100 television markets cost $17.78 per CPM
- A 60-second drive-time ad in the top 100 radio markets cost $8.61 per CPM
- A one-third b/w page ad in the top 100 newspaper markets cost $22.95 per CPM
- A four-color one-page ad in 23 top magazine publications cost $9.35 per CPM
- The average for all forms of billboard ads cost $2.18 per CPM
- Vehicle wraps cost $.77 per CPM
Outdoor - Marketing on cars
- 97% is the recall rate on mobile advertising
- Outdoor Advertising Magazine TACA’s market research July/August 2002
- 96% of respondents say mobile advertising is more effective than traditional outdoor advertising.
- Outdoor Advertising Magazine TACA’s market research July/August 2002
- Mobile advertising generates 2.5 times more attention than a static billboard
- Perception research
- Individual vehicle advertising generates between 30,000 to 70,000 daily vehicle impressions
- Outdoor Advertising Association of America, Inc.
- 91% of target audiences notices both graphics and text.
- American Trucking Association and 3M
- Americans report spending an average of 15 hours per week in-car, either as a driver or passenger, and perceive traffic is getting worse. Commute times, from the recent Census, have increased 14% from 1990 to 2000.
- Arbitron National In-Car Study, 2003
- Young men 18 – 34 elusive to TV advertising, have a huge exposure to outdoor media. With TV viewing levels dropping among young men, outdoor advertising can supplement the media plan. The average consumer spends 15 hours per week in the car while men 18 – 34 spend an astonishing 20 hours per week in the car: a 33% increase. Men, 18 – 34 clock 39% more miles each week (425 miles) verses the national average (306 miles.)
- Arbitron National In-Car Study, 2003
- In-car audiences are a vital adverting consideration in all sized US media markets. Contrary to the perception that only people in large cities spend significant amount of time in-car, consumers in small and medium-sized markets also show long commute times and time spent in vehicles.
- Arbitron National In-Car Study, 2003
- A significant amount of shopping occurs on the way home from work. Consumers report these purchases are contemplated during the day and on the way home. As such, outdoor advertising are vital to impact shopping and purchasing on the way home from work.
- Arbitron National In-Car Study, 2003
- Outdoor advertising deliver immediate results for advertisers. 29% say outdoor advertising caused them to visit a retail store within a week. The more time spent in the car, the more likely that outdoor advertising motivates consumers to visit a retail store.
- Arbitron National In-Car Study, 2003
- The more miles Americans travel in-car each week, the less time they spend with television. Mega-Milers – those who travel (as a driver or passenger) more than 260 miles per week in-car – are upscale, educated and far more likely to be employed full-time than the average American.
- Arbitron National In-Car Study, 2003
- “In the out-of-home advertising industry, mobile billboard displays are the most effective form available boosting product and name recognition fifteen times greater than anything else available!”
-The European Outdoor Advertising Association, Zurich, Switzerland
- “Our study measured consumer awareness and sales between static billboards, mobile billboards, and no billboards. 43% of the respondents recalled the static billboards over no billboards. However, 94% of the respondents recalled the mobile billboard, but in addition, 80% recalled the specific advertisement. Of even greater importance, static billboards resulted in an increase of sales of 54%, but mobile billboards resulted in an increase of sales of 107%!”
-Product Acceptance and Research, Inc. Washington, D.C.
- “Many advertisers have pointed out that traditional forms of advertising have become less effective in reaching their consumers, especially the lucrative 25-35 year old demographic. They are out and about and when they are at home, they're either in front of the computer or usually watching cable (digital) television. It has really segregated the market and forced advertisers to look at creative solutions.”
-Caroline E. Mayer, The Washington Post
- 97% is the recall rate on mobile advertising.
-Outdoor Advertising Magazine TACA's market research July/August 2002
- 91% of target audience noticed text and graphics on vehicle advertising. 29% of those surveyed said they would buy products advertised on trucks. 96% of viewers say mobile billboards have more impact than static billboards
- Source: : American Trucking Association and 3M
Cox Communications/Eagle Research:
- 48% of those polled viewed car wraps as the most unique advertising
medium available
- Car wraps and television ads were viewed as the two most memorable mediums
- 47% of 18-34 year olds surveyed found car wraps especially memorable
- Car wraps rank highly among advertising media for positive associations
- Of the target population, 61% spend over 1 hour per day on the road and 33% spend over 2 hours
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