Outdoor Advertising
ARD | Ventures
A New Segment of the Outdoor Advertising Market
About the Authors: ARD Ventures is a venture capital firm that provides detailed market research and analysis on sectors that it considers for investment opportunities. By Ryan Hubbard, ARD Ventures
Investment Analysis: Measuring the Value of Vehicle Wraps
Vehicle wraps, a growing trend in outdoor advertising, is a very rapidly growing sector of the advertising industry. The purpose of this white paper is to describe the market, clearly identify the value proposition for advertisers, and highlight three different companies that are approaching the market from different angles. There are numerous questions to answer at a high level about the market. How can this new mobile media be measured? How does it compare to traditional outdoor advertising? What affect will it have on the brand? These and many other questions are common concerns that will need to be addressed prior to addition of Wrapped Vehicles to an advertising agency’s Media Plan. This paper’s objective is to aid in understanding the measurement and effectiveness of passenger vehicles wrapped in advertising. We will provide background of the industry, beginning with the introduction of vinyl graphics in the early 90’s, which paved the way for the use of passenger vehicles as moving billboards. From there, an overview of how traditional advertising is bought and sold will help relate those concepts to this newest form of outdoor marketing. Next, we will discuss the positive impact this head turning medium has on the advertiser’s brand. Finally, we will conclude with a brief overview of three different companies that have three unique approaches to this exciting new market. Wrapped Vehicles-A Brief History The billboard has been around over 100 years and the poster dates back literally centuries. While locations have been limited by regulation, the creative applications have been endless. Billboards really came of age in the 1950’s as
A New Segment of the Outdoor Advertising Market
About the Authors: ARD Ventures is a venture capital firm that provides detailed market research and analysis on sectors that it considers for investment opportunities. By Ryan Hubbard, ARD Ventures
Investment Analysis: Measuring the Value of Vehicle Wraps
Vehicle wraps, a growing trend in outdoor advertising, is a very rapidly growing sector of the advertising industry. The purpose of this white paper is to describe the market, clearly identify the value proposition for advertisers, and highlight three different companies that are approaching the market from different angles. There are numerous questions to answer at a high level about the market. How can this new mobile media be measured? How does it compare to traditional outdoor advertising? What affect will it have on the brand? These and many other questions are common concerns that will need to be addressed prior to addition of Wrapped Vehicles to an advertising agency’s Media Plan. This paper’s objective is to aid in understanding the measurement and effectiveness of passenger vehicles wrapped in advertising. We will provide background of the industry, beginning with the introduction of vinyl graphics in the early 90’s, which paved the way for the use of passenger vehicles as moving billboards. From there, an overview of how traditional advertising is bought and sold will help relate those concepts to this newest form of outdoor marketing. Next, we will discuss the positive impact this head turning medium has on the advertiser’s brand. Finally, we will conclude with a brief overview of three different companies that have three unique approaches to this exciting new market. Wrapped Vehicles-A Brief History The billboard has been around over 100 years and the poster dates back literally centuries. While locations have been limited by regulation, the creative applications have been endless. Billboards really came of age in the 1950’s as