Vehicle wrap ROI,
in real numbers.

Impressions per mile

Industry-standard impressions-per-mile estimates: ~150 in dense urban cores, ~75 on mixed suburban routes, ~35 on highway and rural routes. These reflect averages from outdoor advertising methodology used by OAAA and TAB-rated formats. Real numbers vary by city, time of day, and route specifics.

Annual fleet impressions

Miles per vehicle per year × impressions per mile × number of vehicles. We assume one viewer counts once per impression event — vehicle wraps don’t typically benefit from the multi-impression methodology used for static billboards in the same location.

Cost per thousand impressions (CPM)

Total wrap cost (vehicles × cost per wrap) divided by lifespan impressions, multiplied by 1,000. This is the apples-to-apples metric to compare against any other media format. Most studies show vehicle wraps coming in well under $1 CPM at fleet scale, vs. $5–$15 for static billboards.

Billboard equivalent

Calculates what those same impressions would cost on traditional static OOH at $5–$15 CPM (typical range across US markets, with urban cores at the high end). Not a perfect comparison — billboards reach a fixed location, wraps move — but useful as a rough media-cost benchmark.

What this calculator doesn’t account for

Design effectiveness (a forgettable wrap doesn’t perform), audience demographics on the route, attention quality (a stopped-at-light glance vs. a highway blow-by), and any earned media or social impressions when the wrap is photographed and shared. These can swing real ROI substantially in either direction.