1/15/2024 0 Comments Calculating cost per impression![]() On the upside, changes in media consumption have given outdoor advertising an advantage. ![]() But while one can estimate the number of people who see vehicle graphics on any given day or year, pinpointing ROI - i.e., tying a sale to a specific impression, can be difficult. ![]() On top of that, 29% of those surveyed said they would base a buying decision on those impressions.Īlexis Amanda, vice president of marketing, JMR Graphics, said on average, a $20,000 vehicle wrap investment buys 8.4 million yearly impressions. However, he cites surveys conducted by the ATA and Robinson Yesawich & Pepperdine Inc., that state 97% of individuals surveyed noticed the advertising on fleet vehicles and 98% felt the ad portrayed a positive image of the advertiser. So what does the investment buy you? Dan Rozzo, marketing innovation manager fleet & OEM markets, Avery Dennison, said ROI can be difficult to measure. Vehicle graphics are advertising, so it is important to keep the most important information: the company name and contact information. (Photo courtesy of Ciccotelli Signs) Determining ROI full color, and the total number of vehicles to be wrapped. Pricing will ultimately vary based on the materials used, the amount of space covered, geographic location, single color vs. Tim Fontana, director of fleet sales, Visual Marking Systems, estimates spot graphics (which might include a logo, company name, web address, and phone number) and installation for a 14-foot box truck might range from $300-$500 per vehicle. “When it comes to the wrap and graphics industry, you get what you pay for,” he advised. “Do your research and go to a company that is known for its quality, customer service, and networking abilities - that is typically not the company with the cheapest prices.” “The costs of wrapping a vehicle all come at once, while the benefits are accrued over the time the vehicle is on the road - typically a period of five to seven years.”ĭuever said some kits could cost as low as $5 per square foot, while others using more expensive materials could run as high as $50 or more per square foot. “The biggest challenge fleets face when it comes to vehicle graphics and advertising is the up-front investment,” explained Deborah Scott, president, Riveting Wraps. However, installing low-cost fleet graphics still requires an up-front investment. “Fleet graphics cost $.48 per 1,000 impressions and the other advertising medium options went from $3.56 to $23.70 per 1,000 impressions,” he said.
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