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Car wraps, also known as mobile billboards, involve covering a vehicle in advertisements using magnetized vinyl decals. While the sides of the vehicle are prime advertising space, research into their effectiveness has yielded mixed results. Some jurisdictions have implemented legislation to control the amount of advertising on vehicles.
Also known as a mobile billboard, a car wrap is an advertising strategy that involves using the body of a motor vehicle in a similar way to using a billboard along a roadway. In many cases, the entire body of the car is covered in ads, with the exception of the front windows. At one time, cars were wrapped by actually painting the ad directly onto the vehicle. However, magnetized vinyl decals are commonly used today.
While a car wrap may involve covering the entire surface with graphic wraps of the vehicle, this approach often takes the form of using sections of the bodywork that can be easily read as the vehicle passes. The sides of the vehicle are considered prime advertising space, since pedestrians and other drivers can clearly see those sections of the car, whether they come or go. The hood and trunk areas are of later importance, as advertisements applied to those areas can be viewed from different angles. The roof of a car is generally considered the least effective place for advertising, although some companies choose to use this space as well.
The use of advertising vehicle wraps is not limited to cars. Other road vehicles, such as buses and large trucks, can also be used to create this form of mobile advertising for different goods and services. However, the popularity of contracting individuals to display advertising on their private vehicles has gained traction in recent years. This has led to the formation of lucrative car wrap franchises that connect willing car owners to companies interested in using this strategy to generate new business.
Research into the effectiveness of the car wrap as an advertising tool has yielded mixed results over the years. Some companies report significant returns as a direct result of these moving billboards. Others have found that car wrap ads are no more effective than more traditional billboards.
The increased use of the car wrap strategy has led some jurisdictions to implement legislation that controls the amount of advertising that can appear on any car or truck. In almost all cases, no advertisements may appear on the vehicle’s front window. Many also ban the use of the rear window for this purpose, citing safety concerns. In situations where side window decals are permitted, they must be perforated, so that the driver can still have a clear view of the traffic flow on either side of the vehicle. There are usually no restrictions on the placement of vinyl decals on the hood, trunk and sides of the car’s chassis itself.
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