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Recently, PeoplePC commissioned National Family Opinion (NFO) to conduct the most comprehensive research study to date, on the impact of truckside advertising. Intran Media, the nation's largest truckside advertising company, deployed over 200 trucks carrying PeoplePC graphics across six markets. One of these markets, Detroit, was compared with another demographically similar market, Minneapolis. Both markets ran traditional print and broadcast programs, but the Detroit market supplemented the media plan with truckside advertising.
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PROGRAM RESULTS "We had anecdotal evidence of the campaign’s success, but wanted to quantify the impact of truckside advertising in very measurable terms. NFO is the gold standard for evaluating advertising effectiveness, and their findings support our belief that truckside advertising made a huge difference in Detroit, where the only change to the marketing mix was the truckside campaign." Mark Barden
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