Home Services Contractor
Owning three metros on one trailer side
A roofing and HVAC contractor wanted year-round visibility across the I-90 corridor without paying three separate billboard bills.
- Placement
- One trailer side
- Term
- 3 months
- Monthly spend
- $2,000
- Markets
- Rochester, Buffalo, Syracuse
The goals
What this campaign had to do
Stay top-of-mind between storms
Demand spikes after weather events. The goal was constant presence so the brand is already familiar when a homeowner finally picks up the phone.
Cover three metros on one budget
Static boards would have required three separate contracts. One moving surface had to do the work of all three.
Make the phone number unmissable at 65 mph
Three words, one number, one color block — legible from four lanes over.
The challenge
Fixed billboards along the corridor quoted $3,000+ per face per month, and the best-performing boards were already booked through the season. The contractor needed corridor-wide coverage with a start date measured in weeks, not quarters.
The approach
How we ran it
- 01
Route match
We matched the campaign to a tractor running the Rochester–Buffalo–Syracuse loop five to six days a week, so the ad repeats in front of the same commuters.
- 02
Design for speed
Our team built the artwork to highway legibility specs: one headline, one offer, one phone number, high-contrast on Signal Orange.
- 03
Install and go
Print and install took under two weeks. No municipal permits, no zoning review — the ad travels with the truck.
- 04
Monthly reporting
Logged mileage by segment, mapped against DOT traffic counts, delivered as a monthly impression model.
The placements
Where the ad lives on the truck
Side panel — 53' × 9'
The primary surface. Roughly 480 square feet of highway-facing artwork, bigger than a standard bulletin billboard, moving through traffic all day.
After dark
Reflective vinyl keeps the wordmark and phone number readable under headlights and highway lighting on evening runs.
The results
The numbers
Modeled impressions
4.5M
over the 3-month term
Effective CPM
~$1.33
vs. $8–$14 typical for static boards
Billboard equivalent
$9,000+
for comparable 3-metro coverage
How the math works
- Average daily impressions
- 50,000
- Active days per month
- ~30
- Term
- 3 months
- Total spend
- $6,000
A single trailer side covers three metros for roughly what one fixed board costs in one — and it drives past the same commuters every week.
Methodology: these are illustrative scenarios, not results from named clients. Impressions are modeled from DOT Annual Average Daily Traffic counts on the highways our trucks run, combined with route frequency and logged mileage. Your quote includes a campaign model built on your own target metros.
Want a placement like this?
Tell us your target metros and we'll build the same breakdown for your brand — placement, routing and impression math — on a 15-minute call.
