How does Truck Advertising Compare to 96 sheet billboards?

96 sheet billboard advertising is the staple of brands longing for national broadcast advertising campaigns, specifically aimed at raising brand awareness.

With many different mediums and formats, DrivenMedia has put together a quick guide comparing truck advertising to other common formats

In this guide, we compare truck advertising to 96 sheet billboard advertising.

We’ll look at;

  • Cost Efficiencies
  • Advertising Area Size
  • Target Coverage Area
  • Demographics
  • Key stats (Reach and Dwell Time)

Cost Comparison

As you might know, truck advertising is incredibly cost-efficient, having an average CPM of less than £0.75p. If you need a recap on CPM this previous blog post covers this.

96 sheet advertising, on the other hand, has a CPM of £5-7.

This means per pound spent you getting 6-9 times the reach with truck advertising. Your advertising budget goes further with DrivenMedia.

Advertising Area Comparison

Truck advertising is more cost efficient but do you get more space for your money?

With outdoor advertising, you want a big space to maximise the impact your brand has on your audience.

This is something we’ve touched on before in our blog and for an in-depth overview of how we calculated the advertising area for a truck, look at this post.

DrivenMedia’s Trucks have an average advertising area of over 86m.

96 sheet advertising, on the other hand, have a total advertising area of 36m. Billboards are a standard size.

Which means for every truck in your campaign you’d need 2.35 busses. Effectively you get over 150 more space with DrivenMedia.

96 Sheet Billboard advertising

If your interested in seeing how truck advertising compares to other formats, click here. 

Coverage Area

These are two completely different mediums, trucks are mobile and 96 sheet billboards are static.

Trucks can reach a wide geographic area on a daily basis across either a national or regional basis. National campaigns are delivered by HGV trailers and regional by lorries.

Campaigns on trailers travel further, and lorries have more urban reach. Want to find out more Does truck advertising reach urban areas?

Trailer and lorry advertising area

96 sheet billboards are static so the environment depends on where they are located.

Now in order to work out which would be best for your campaign, you need to know who your ideal audience is. Handy that demographics is up next isn’t it!


As we’ve established truck and 96 sheet advertising can reach completely different areas. But as truck advertising is mobile they will overlap.

In general, DrivenMedia can get your brand in front of a young, mobile, mostly male audience from all backgrounds. ABC1 is the demographic category as the Natina,l Travel Survey published by the Department for Transport found that those with higher disposable incomes are more reliant on their cars.

Find out more about the audience DrivenMedia can put you in front off.

Billboards reach the local population and/or commuting traffic.

Truck advertising is high reach / low frequency.

96 sheet advertising is low reach / high frequency.

Key Statistics - Reach and Dwell Time

DrivenMedia put’s your brand in front of a highly receptive audience on their commute. The best way for you to understand the potential of truck advertising is to watch this video.

Why did we film it? 

Truck advertising’s opportunity to see varies based on location, London, M25 is going to be far higher than for example the Hebrides in Scotland. In this case M25/London our campaign delivered over 100,000 impressions and had a dwell time of 111 seconds (just under 2 minutes).

On average we expect your campaign to be seen by 55,000 people on a daily basis with the rear panel having a dwell time on average of 48 seconds.

96 sheet billboards again depend on the location but tend to be in high traffic areas. On average will deliver 50,000 impressions but may have a low dwell time of 3-5 seconds.


In the battle of 96 sheet advertising vs truck advertising, truck advertising has come out on top.

  • Truck advertising has a higher cost efficiency, costing on average £0.75 per thousand people reached.
  • Our trucks also give you 50 advertising space than compared to a bus.
  • DrivenMedia reaches one of the most densely populated road networks in Europe and yet still deliver urban coverage.
  • Truck advertising reaches a more mobile affluent audience.
  • The reach and dwell time of truck advertising is far superior to 96 sheet billboards.