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Driven media (or a Branded vehicle) is the practice of covering or wrapping any vehicle in vibrant, custom-designed vinyl sheets, turning a vehicle into a mobile billboard. It can also be defined in general terms as a medium that is stimulated by some type of driver, as in a debt economy, where the medium is all markets and its driver is what a participant owes to another participant, or fear propaganda, where the medium is the message and its driver is a disinformed emotion.
The purpose of this is to provide advertising impressions. Popular vehicle choices are the Mini Cooper, Smart ForTwo, Nissan S-Cargo, and Myers Motors NmG.
In the UK, driven media can most commonly be seen on Taxi Media and Bus advertising.
Effectiveness
Outdoor Advertising Magazine stated that wrapped vehicles have a 97% recall rate and 96% of survey respondents thought mobile advertising was more effective than traditional outdoor advertising. 3M has noted that 91% of the target noticed the text and graphics on these wrapped vehicles with 80% recalling the specific advertisement. The vehicle driver becomes a representative of the brand, spreading the word to the people he comes in contact with through his daily travels, as well as handing out informational packets, brochures, and coupons to spur interest with traceable results.