Vehicle Wrap: It’s a Win/Win
An advertising vehicle wrap is important to the channel marketers use to connect with their targeted audiences. But truth be told, it is not an easy task to effectively and successfully establish that connection. Advertisements are ubiquitous and people are bombarded by as many as 5,000 advertisements a day!
However, research has discovered that 89% of advertisements are unnoticed, 7% are disliked, and only 3% are noticed and liked. People are not pleased with advertising disruption and intrusion and statistics have proven that:
- 82% of Americans ignore online ads
- 37% of Americans ignore TV ads
- 36% of Americans ignore radio ads
- 35% of Americans ignore newspaper ads
- 86% of TV viewers fast-forward ads
- Adblocker usage increased to 615 million devices in 2016
These findings are brutal to brands that devoted effort and resources to advertise. To increase the opportunity for an ad to be seen and liked, marketers need to produce attractive content coordinating with effective media.
How Vehicle Advertising Catches Attention And Appeal To Audiences
When comparing the properties of the different forms of advertisements (including print, broadcast, product placement, online, outdoor, and vehicle), vehicle wrap advertisement is the only type that cannot be blocked, skipped, ignored, tossed, and overlooked. These unique qualities give vehicle wraps and graphics the competitive advantage to be in the top decile of ads that are liked and noticed.
1) Vehicle Ads Are Obvious
Vehicle wraps and graphics are large and bold. The size of a vehicle wrap ad is much bigger than print, online, and most outdoor ads. The unconventional presence of graphics on vehicles, along with vibrantly colored design, make vehicle advertising obvious and guarantee views from audiences. In addition, the mobility, geographic reach. repeated exposures, condition, and audience reach help vehicle wrap marketing stand out from other outdoor advertising.
2) Vehicle Ads Cannot Be Intentionally Blocked
The encounter with a vehicle ad is a random event. Unlike online ads, they cannot be blocked with an ad blocker. Intentionally blocking a vehicle with vehicle graphics cause obstruction to the driver’s view and distract pedestrian’s attention on road safety. This is why audiences would not make attempt to block vehicle advertisements.
3) Vehicle Ads Cannot Be Skipped
A TV ad can be fast-forwarded, an in-stream ad can be skipped, an online banner ad can be scrolled past; however, vehicle advertising cannot be skipped. To skip a vehicle with advertising, drivers have to accelerate and passersby have to run. Not only that is a hazard to accidents but also causes drivers tickets for speeding and dangerous driving.
4) Vehicle Ads Cannot Be Ignored
It is dangerous to ignore any vehicle, even if it is one with a vehicle advertisement. Moreover, it is the driver’s and pedestrians’ natural instincts to pay attention to the road to watch out for any danger in the varying environment. Since vehicles cannot be ignored, it is certain that people will make contact and notice the advertising on vehicles.
5) Vehicle Ads Cannot Be Tossed
Our mailboxes receive many direct mails every day. Marketers embed advertising in print media such as brochures, advertorials, newspapers, and magazines, to reach out to current and potential customers. Despite spending brands thousands of dollars, most direct mail ads get tossed into trash before they are ever opened. This is a fate that will never happen to vehicle advertising, which is a lot more environmentally friendly and cost-effective.
6) Vehicle Ads Cannot Be Overlooked
Advertisements on newspapers, magazines, and screens, need to share space and fight for attention with each other and content that audiences are truly interested in. These vehicle wrap ads are easily overlooked and ad blindness is the term that describes the phenomenon in which people are consciously and subconsciously ignoring advertising. As vehicle wrap ads cannot be ignored and it does not need to share space with other advertising messages, it focuses viewers’ attention only on the brand advertised.