INDUSTRY RESEARCH / NIELSEN · 2019

Wrapped vehicles are the second most-noticed out-of-home ad.

Nielsen’s national survey: 64% of people noticed a wrapped-vehicle ad in the past month, more than any format but roadside billboards.

A bar chart of the share of people who noticed each of 15 out-of-home formats in the past month, with wrapped vehicles second at 64%, behind roadside billboards at 76%. — Out-of-home ads noticed in the past month. Source: Nielsen, 2019.

64%noticed a wrapped-vehicle ad in the past month44% in the past week

No. 2of 15 out-of-home formats, by people who noticed it in the past monthBehind roadside billboards (76%); ahead of digital billboards and bus sides (55%)

31%noticed ads on taxis in the past month48% of people who ride buses, taxis or trains

25+ hoursa week the average traveler spends in a vehicle159 miles a week

42%of smartphone owners searched for an advertiser after seeing an out-of-home adIn the past year; 66% took some action on their phone

20%scanned a QR code, tapped an NFC tag or sent a text in response to oneSmartphone owners, in the past year

25%visited an advertised restaurant after seeing an out-of-home ad19% visited a store or other business, in the past year

74%of people who went straight to a business after a directional ad bought something20% of out-of-home viewers had made a visit like that

Industry research, not a Vugo® campaign result. Figures as published by Nielsen; sources below.

Study: Nielsen Out-of-Home Advertising Study, 2019 edition
Who ran it: Nielsen
Sample: 999 online surveys, a national sample of U.S. residents age 16 or older
Fieldwork: March 27 – April 5, 2019
Who: People who had walked around town, been in a car or other vehicle, or ridden a bus, taxi, train or subway in the past month
How: Respondents saw sample images of 15 out-of-home formats and said when they last noticed each one

WHAT IT MEANS FOR A CAMPAIGN

A wrap competes with the billboard.

More people had noticed a wrapped vehicle in the past month than any out-of-home format except the roadside billboard: ahead of digital billboards, bus sides, bus shelters and posters. And unlike a fixed site, a wrap moves with the traffic, through the neighborhoods, past the venues and along the commutes where your customers are.

A full day a week on the road.

The average traveler spent more than 25 hours a week in a vehicle and covered 159 miles. Heavy travelers, over 150 miles a week, spent about 36 hours. That is time spent beside, behind and across from other cars.

Give people the next step.

Out-of-home viewers act on their phones: 42% of smartphone owners had searched for an advertiser after seeing an out-of-home ad, and one in five had scanned a QR code, tapped an NFC tag or sent a text. Put a short web address or a QR code on the creative, and pair the wrap with in-vehicle screens so a rider can scan from the back seat.

Point them to the door.

One in five out-of-home viewers had gone straight to a business after seeing an ad that gave directions to it, and 74% of them bought something. With swarms, wrapped cars can be brought into a zone around a store or venue for a scheduled window.

Explore vehicle wraps → Explore Tiles →

MORE RESEARCH

What the studies say.

Every industry study of moving out-of-home on one page, with how each was done.

All research →

PUT IT TO WORK

Plan a campaign people notice.

Start with your audience, your market, and what you want to achieve.

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