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Vehicle advert calculator

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.”

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