Our average Mass Awareness program duration is 10 months, with more than two thirds of our business coming from programs that are more than 6 months in duration. Our renewal and repeat rates are significantly higher on programs of 24-weeks or longer compared to programs less than 24-weeks. We largely attribute this to higher frequency, lower CPMs and increased effectiveness that continually builds the longer your trucks are on the road. One of our beliefs is that the large majority of outdoor advertising is not posted for a long enough period of time for it to be effective. Brands that maintain a consistent always on presence experience better results.
The main factors that impact CPM are the market, number of trucks being wrapped and program duration. Generally speaking, our programs that are at least 24-weeks in duration will have a CPM between $1.00 - $2.50, while shorter programs will be slightly higher primarily due to wrap production and install cost being amortized across a shorter period of time.
Across all of our markets our trucks average ~700,000 impressions over 28-days with densely populated markets producing higher figures and more rural markets being lighter.
We estimate impressions using our proprietary algorithm that takes 1st party GPS data from each truck and applies weightings to dozens of environmental variables such as time of day, road type, vehicle speed, zip code population density and more.
We can if the situation calls for it, but we strongly suggest a minimum of 12-weeks and the large majority of our clients are on 24 or 52 week contracts as this enables them to get much more bang for their buck and benefit from increased frequency from their trucks being on the road for an extended period of time.
While we can get from print to pavement in as little as 1 week, we book our inventory on a first come, first serve basis, so the earlier you book, the greater the selection we will have available. We have some clients that book a full year out, but if you are a new client a good rule of thumb is at least 12-weeks before you want to launch.
We require print ready artwork files a minimum of 2 weeks before your launch date. If you have a larger program, its possible we will require additional lead time for production. Separately, in the most urgent situations we can get you from print to pavement in as little as 72 hours.
We typically do not provide in house creative design and development as we've found our clients know their brand and audience better than we do. However, we will have a creative kick off call to run through best practices and encourage clients to share drafts with us so we can provide feedback on how you can optimize your designs to maximize impact based on what we've seen work and not work in the past.
Our fleet partners operate many different kinds of businesses spanning foodservice distribution, wholesale supply, local air freight, furniture/appliance delivery and much more. The one thing they all have in common is that they are always going to be dedicated to the metro market you are looking to advertise in and will be spotted making dozens of daily stops outside of the office buildings, restaurants and hotels that make up the fabric of their local market landscape.
We have seen the most demand and client success in densely populated metro markets like New York City, San Francisco and Los Angeles where alternative outdoor advertising options tend to be wildly expensive, improving the relative affordability of our inventory, which is also able to deliver more impressions than less densely populated markets.
No, we work with trucks across many different dimensions, but we have optimized our practices so that that you only have to prepare artwork files for a small number of truck sizes and then our in-house design team will adjust that artwork to fit the exact aspect ratios of each individual truck in your program.
You can creative as frequently as you'd like, but there will be an additional producution and install charge each time you want to change out.
