Example report built from simulated driving. Twenty fictional cars on real Nelson Mandela Bay roads, generated by scripts/simulate-campaign.ts. The exposure model, the privacy gates and every calculation are the real ones. The vehicles, the advertiser and the price are not.

Demo Brand (fictional)

Demo Brand launch, Nelson Mandela Bay

Campaign report · October 2026 · month 1 of 3 · 20 wrapped vehicles

Methodology v1.0 · model 1.0.0

Modelled estimate

2 722 800

Estimated Visibility Adjusted Contacts in October 2026

Range 1 090 513 to 6 798 303 (one standard deviation)

If every month matches this one, the full 3-month campaign delivers about 8 168 400 (range 3 271 540 to 20 394 908). A projection, not a guarantee: driver hours, routes and the season all move it.

Cost per thousand contacts

R34,34

central estimate

Range R13,75 to R85,74

20 vehicles at R4 675,00 per vehicle per month is R93 500,00 for October 2026. Measured against person-passes instead, the cost is R3,77 per thousand.

✓ Verified from vehicle telemetryDirectly observed. Auditable to the second.

87 447

kilometres driven

3 643

hours on the road

20 of 20

vehicles reporting this month

98%

tracking coverage

Share of driving time the phones actually reported. Gaps are never filled in or grossed up: contacts are counted only where a vehicle was seen.

458

vehicle-days on the road

Days on which each car drove. Rideshare drivers set their own hours, so this varies by driver and is reported, not assumed.

0,26

route repetition index

Low means the cars roam and keep meeting new people. High means they repeat a corridor and deliver frequency to the same people.

Calculated

24 770 720

Estimated person-passes (gross opportunities to see)

People estimated to have been close enough, with a wrapped side facing them, to have had the chance to see it. Calculated from measured position and speed, published traffic parameters and open population data. Not a count of viewers.

Where the contacts happened

Height and colour are visibility-adjusted contacts. Areas around each driver’s home are always excluded, and an area is drawn only once at least 3 different vehicles have passed through it, so no single driver’s routine can be read off the map. 0% of this month’s contacts happened in areas below that threshold: they count in the totals above but are not drawn.

Visibility-adjusted contacts (log scale)

low22,195

Week by week

Visibility-adjusted contacts, central estimate. Weeks start on Monday.

01 Oct	327 752	20 cars
05 Oct	596 782	20 cars
12 Oct	595 749	20 cars
19 Oct	594 129	20 cars
26 Oct	608 388	20 cars

Contacts by hour of day

A parked car earns nothing, so the small hours read zero.

00:00		702
05:00		2 348
06:00		76 830
07:00		202 726
08:00		199 710
09:00		167 487
10:00		150 879
11:00		136 583
12:00		54 256
13:00		73 669
14:00		141 395
15:00		181 588
16:00		347 658
17:00		366 146
18:00		197 106
19:00		129 850
20:00		110 284
21:00		100 762
22:00		39 769
23:00		10 707

By vehicle

Sorted by contacts. Coverage under 80% marks a phone that lost tracking: that car shows fewer contacts because the gaps are not filled in.

Vehicle	days	km	hours	coverage	longest gap	contacts
NMB-03 (full-time)	23	5 396	229,2	100%	5 min	183 181
NMB-02 (full-time)	23	5 079	226,4	100%	4 min	176 667
NMB-05 (full-time)	22	4 895	219,0	100%	10 min	172 307
NMB-08 (full-time)	23	4 816	221,1	100%	10 min	169 554
NMB-07 (full-time)	23	4 847	216,4	94%	2 h 23 min	168 465
NMB-04 (full-time)	23	4 916	204,3	91%	15 h 48 min	166 339
NMB-06 (full-time)	22	4 761	211,5	100%	4 min	164 776
NMB-01 (full-time)	22	4 655	212,8	100%	16 min	163 531
NMB-16 (peak)	22	4 145	179,5	100%	11 min	138 944
NMB-15 (part-time)	27	4 996	186,3	93%	2 h 19 min	136 954
NMB-14 (part-time)	27	5 059	188,5	100%	9 min	136 739
NMB-18 (peak)	22	4 046	170,3	100%	10 min	129 228
NMB-09 (part-time)	27	5 096	188,6	100%	5 min	129 053
NMB-12 (part-time)	27	4 687	185,4	100%	9 min	125 343
NMB-17 (peak)	22	3 716	161,2	98%	56 min	124 885
NMB-11 (part-time)	27	4 345	179,4	100%	4 min	123 442
NMB-10 (part-time)	27	4 369	172,5	95%	1 h 1 min	118 805
NMB-13 (part-time)	27	4 000	162,4	95%	1 h 9 min	114 591
NMB-19 (weekend)	11	1 804	63,4	100%	4 min	40 118
NMB-20 (weekend)	11	1 819	64,2	100%	6 min	39 878

Exposure efficiency by road type

Slow traffic beside many people is worth far more than distance on an empty freeway.

Road type	km	contacts	per km
primary	22 866	992 611	43,4
secondary	30 447	1 060 859	34,8
residential	7 554	211 826	28,0
trunk	14 317	316 102	22,1
motorway	7 910	109 060	13,8

How these numbers are made, and what they are not

Each wrapped car carries a phone that reports its position at least every 30 seconds. Consecutive positions form short segments. For each segment the model estimates how many people were near enough, with a wrapped side facing them, to see it. Surrounding traffic comes from the car’s own speed against the road’s free-flow speed; people on foot come from open population data, shifted between homes and workplaces by hour.

Those opportunities are then weighted by how likely the wrap was to be noticed: viewing distance, angle, how long it stayed readable, and whether the viewer was driving. That gives Visibility Adjusted Contacts. The range is one standard deviation, about 2.5 times either side of the central figure. It is wide on purpose, because the inputs are uncertain and the report says so.

A parked car earns nothing. Areas around each driver’s home are excluded entirely, and no area is drawn until several different vehicles have passed through it.

What this is not: a count of people who saw the wrap, which cannot be observed from a vehicle. It is not unique reach either: the same commuter passing a car on Monday and on Tuesday counts twice, because removing that duplication would need mobile device data we do not use. “Visibility Adjusted Contacts” is the term the Outdoor Measurement Council’s ROAD study uses; these figures are not ROAD-accredited and are not comparable to a ROAD-planned buy.

Population source: worldpop_R2025A+ghs_built_v_nres_R2023A_c0.3.