MediaVehicles, a truckside advertising company and a GE Capital company, has partnered with Roadway Express Inc, a less-than-truckload carrier, to manage all of the company's current and future truckside advertising relationships. MediaVehicles will handle all requests for use of Roadway's fleet of about 35,000 trailers, as well as administer all truckside advertising programs throughout the United States, Canada, and Mexico.
The advertising firm will schedule all programs and control all inventory for Roadway. It also offers the carrier use of its inventory and tracking systems such as the Road-type Allocation and Density-based Allotments Report (RADAR).
Addition of Roadway's fleet brings MediaVehicles' truck and trailer inventory to nearly 50,000 — about the total number of trains and buses that carry transit advertising in the United States, says the Outdoor Advertising Association of America.