Dear rssheets-ga;
Thank you for allowing me to answer your interesting question. The
trick to finding reliable information with regard to advertising
impression rates lies in finding reputable sources for information and
to avoid falling prey to some inflated claims by companies whose
underlying goal is merely to recruit new business and investors. One
has to weed through the ?bait? in order to find the real studies. As a
rule the impression (exposure) rates will depend largely on the
advertising used, the density of traffic, the area in which the
impressions are made available and average commute times in that
region among other factors.
I found this impressive white paper on the subject, INVESTMENT
ANALYSIS: MEASURING THE VALUE OF VEHICLE WRAPS in which a preliminary
impression analysis using a new measurement system designed by the
Traffic Audit Bureau indicates that individual vehicle advertising
generates between 30,000 - 70,000 daily vehicular impressions. The
paper offers some fantastic graphics to show how impressions are
calculated and break the impression rates down into various
demographics.
INVESTMENT ANALYSIS: MEASURING THE VALUE OF VEHICLE WRAPS
?A New Segment of the Outdoor Advertising Market?
http://www.adcarrentals.com/ARD_WhitePaper.pdf
Undoubtedly, the most reliable information concerning realistic
impression rates for a variety of mobile advertising will likely come
from studies conducted by THE TRAFFIC AUDIT BUREAU (TAB), whose
primary role it is to authenticate the circulation data of Out-of-Home
media without compromising standards of integrity. The site requires a
membership but you will gain access to a great deal of reliable
information that has become a standard in this particular field.
Regional, demographic and impression rates/per are precisely the types
of data they specialize in.
THE TRAFFIC AUDIT BUREAU
http://www.tabonline.com
THE TRAFFIC AUDIT BUREAU
420 Lexington Avenue, Suite 2520
New York, NY 10170
Phone: 212/972-8075, Fax: 212/972-8928
Email: info@tabonline.com
They also offer a very interesting and comprehensive white paper on
the subject that discusses trends and impression counts among other
topics:
WHITE PAPER ON MOBILE BILLBOARD ADVERTISING
http://www.movingadsinc.com/WhitePaper071703.pdf
This is just my unsolicited opinion, but I get the idea that you are
studying the potential of this for investment purposes. If this is
true I think your interest in this subject could indeed (if done
properly) lead to some measurable return on your investments. I?ve
always thought of this as a long under rated advertising strategy
that?s just ripe for picking. If I had the means to venture into a
lucrative entrepreneurial field, this one, in my opinion, would
definitely be it. I wish you luck.
I hope you find that my research exceeds your expectations. If you
have any questions about my research please post a clarification
request prior to rating the answer. Otherwise I welcome your rating
and your final comments and I look forward to working with you again
in the near future. Thank you for bringing your question to us.
Best regards;
Tutuzdad-ga ? Google Answers Researcher
INFORMATION SOURCES
THE TRAFFIC AUDIT BUREAU
http://www.tabonline.com
WHITE PAPER ON MOBILE BILLBOARD ADVERTISING
http://www.movingadsinc.com/WhitePaper071703.pdf
INVESTMENT ANALYSIS: MEASURING THE VALUE OF VEHICLE WRAPS
?A New Segment of the Outdoor Advertising Market?
http://www.adcarrentals.com/ARD_WhitePaper.pdf
SEARCH STRATEGY
SEARCH ENGINE USED:
Google ://www.google.com
SEARCH TERMS USED:
Advertising
Impression
Rate
Calculation
Studies
White paper |
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