Vehicle graphics as permanent advertising

A works vehicle drives past thousands of people a week, parks outside customers' houses, and sits in traffic. It is advertising space you already own.

The arithmetic

A van covering typical local distances is estimated to generate in the region of 30,000 to 70,000 visual impressions per month in an urban area.

At a one-off cost of around £900 amortised over five years, the cost per thousand impressions is a small fraction of any bought medium.

Three elements, no more

The vehicle is read at a distance, in motion, and often at an angle. That permits three pieces of information.

1. What you do, in the largest type on the vehicle. "Roofing" or "Electrical" read at 40 metres; a company name does not communicate the trade.
2. The business name, second in size.
3. One contact route, either a telephone number in large digits or a short web address. Not both.

What to omit: a list of services, several social handles, a QR code that nobody can scan from a moving vehicle, and small print of any kind.

Design for the shape

The rear is the most valuable surface because it is read by a driver behind you at length. Most liveries put the least there.

Partial against full wrap

A full wrap costs three to four times a lettered livery and is not always better. A clean white van with well-designed large lettering reads clearly at distance; a busy full wrap with photographs can be visually confusing in motion.

Full wraps make sense where the vehicle colour is wrong, where a photographic element genuinely communicates, or where the brand depends on a strong colour.

Material and longevity

Cast vinyl lasts five to seven years, calendered vinyl three to five and is cheaper. On a leased vehicle returned after three years, the cheaper material is the sensible choice.

Removal cost matters on leased vehicles and is frequently forgotten in the budget.

The vehicle is the brand

A branded vehicle that is filthy, badly parked or driven aggressively advertises exactly that to everyone who sees it.

Firms that brand their vehicles should expect and welcome the accountability. Some add a "how is my driving" line, which signals confidence.

The regulatory notes

Check whether local rules restrict advertising on vehicles parked long-term on public roads, which some authorities treat as unauthorised advertising. Insurance and leasing agreements may also contain restrictions on modification.