Roadvert has launched a tool designed to help councils judge how much revenue they can unlock by carrying third-party advertisements on their vehicle fleets. Its highly targeted on-vehicle advertising campaigns are a fraction of the cost of mailshots.
The online calculator enables councils to predict the audience profile for vehicles operating in a specified geographic area. It shows how many people their advertisement will reach, segmented by location nationally, regionally, by local authority in the UK and by age.
If, for example, a potential advertiser wanted to reach 30 to 40-year-olds, the council could demonstrate how long an on-vehicle campaign should run in a particular area in order to maximise reach.
Roadvert chief executive Lawrence Craig said: “Many local authorities are sitting on a valuable asset – the advertising potential of their vehicle fleet – which may not have been fully realised in the past. Our system will help them unlock that value.
“A direct mailshot to 342,000 households, for example, will cost more than £31,000 if delivered on its own, but will be read properly by only 23% of the people who receive it. Most leaflets are thrown away within days.
“For a fraction of that cost, advertisers can get their message across on vehicles that are seen by a wide cross-section of the public.”