Marketers have a massive problem trying to cut through the advertising 'clutter.' Without a customer is looking for something specific, they switch off and avoid adverts, they change the channel during television intermissions, skip pages in magazines to get past the ads and talk through advertising breaks on the radio.
Ideas are constantly implemented to overcome this, some work, some do not and some simply irritate the audience who are not interested at all. But some of the best ones are transported out by portraying the message exactly where the interested customer will be.
A lot of people can not avoid driving. There is no much more to do on the road than look at other cars. These creates an opportunity. There are a lot of firms nowdays that arrange to have cars covering in advertising graphics. The car owners are paid a small amount to do so. The owners themselves are free to choose what company's graphics their vehicle is covered in.
For the advertiser the key advantage is that the cars will be seen driving around, stuck in traffic, in car parks and spaces. They in effect become a constantly moving billboard banner. This is a way of reaching people who may be awkward difficult to contact in any other way.
The vehicle graphics are applied with a convenient plastic wrap, which means they can be changed very easily. The drivers are also chosen by the kind of places they go, so it is quite straightforward for an advertise to recognize who will be best to reach their specific target market. For example a golf club manufacturer would be very comfortable to advert on a driver who played golf and parked their car in their local club's car park twice a week.
Car adverts need to be short and sweet. Often the audience will only have a few seconds to see the ad as the vehicle drives by. The right kind of driver is extremely important to find your specific advertising audience. Also if possible a driver who likes your products or service is a good idea, since they are more likely to talk to their friends and family about it and further promote it themselves.