Regional Restaurant Group
Winning stop-and-go traffic with rear doors
A multi-location restaurant group bought the highest-dwell surface on the truck to stay in front of drivers stuck in metro traffic.
- Placement
- Rear doors
- Term
- 6 months
- Monthly spend
- $1,500
- Markets
- Metro cores + interstate
The goals
What this campaign had to do
Reach drivers where they actually sit
Lunch and dinner decisions get made in traffic. Rear doors sit at eye level in the lane directly behind the truck.
Test mobile media on a small budget
The group wanted a six-month commitment under $10,000 total before scaling to more surfaces.
Drive one measurable action
A single vanity URL on the artwork so inbound traffic could be attributed to the campaign.
The challenge
Digital ad costs in their metros had climbed steadily and social impressions were increasingly skippable. They wanted a channel that could not be scrolled past — but they were not prepared to fund a full wrap on a first test.
The approach
How we ran it
- 01
Pick the dwell surface
Rear doors were selected specifically because stopped traffic gives the longest average look time of any surface on the vehicle.
- 02
Big, simple, appetite-forward
One food image, one line of copy, one short URL. Nothing that requires more than two seconds to read.
- 03
Metro-weighted routing
The assigned truck runs a mix of city delivery and interstate legs, biasing exposure toward dense stop-and-go corridors.
- 04
Six-month hold
Long enough for repeat exposure to build recognition on the same commuting routes.
The placements
Where the ad lives on the truck
Rear doors — 9' × 9'
Eye level with the driver behind you. In stop-and-go traffic this surface holds attention for whole minutes at a time, not fractions of a second.
Evening rush
Dinner-daypart routing puts the ad in front of drivers during the exact window the restaurants need traffic.
The results
The numbers
Modeled impressions
6.3M
over the 6-month term
Effective CPM
~$1.43
on $9,000 total spend
Dwell advantage
Stop-and-go
longest look time of any surface
How the math works
- Average daily impressions
- 35,000
- Active days per month
- ~30
- Term
- 6 months
- Total spend
- $9,000
Rear doors sit at eye level in stopped traffic — the highest-attention surface on the truck, and the cheapest way to test mobile media.
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.
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