户外交通车载广告占据着户外广告市场的很大一部分，但是对其测定研究尚不足。广告客户在选择广告时无法有效得到广告效果的参考。因此，本研究通过问卷调研，研究户外车载广告的投放对驾驶人是否有效，以及交通广告市场未来发展可能性。在本研究中，为了探讨现有交通广告的效果，从驾驶过程中驾驶人的广告接触程度，驾驶人对现有交通广告的认知、态度、行为程度等维度设计问卷，来分析驾驶人对现有户外交通广告的感受程度、信赖程度、兴趣程度、购买程度等。此外，研究还通过分析现有广告效果较好的广告类型，探讨车载广告的优势和局限。最后，研究希望呈现现有户外车载广告的效果存在的问题点，为广告主广告形态设计和营销计划提供参考。

Outdoor traffic vehicle ads occupy a large part of the outdoor ad market, but the measurement research on which is insufficient. When advertisers choose vehicle ads, they cannot effectively obtain the reference of advertising effect. Therefore, this research uses questionnaires to study whether outdoor vehicle ads are effective for drivers and the possibility of future development of the traffic ad market. In this research, to explore the effects of existing traffic ads, a questionnaire is designed from the dimensions of the driver degree of exposure to ads during driving, the driver do, feel and think towards existing traffic ads to analyze the driver levels of experience, trust, interest, and purchase towards existing outdoor traffic ads. In addition, the research also explores the advantages and limitations of vehicle ads by analyzing the existing types of ads with better advertising effects. In the end, the research hopes to present the issues existing in the effect of outdoor vehicle ads and provide a reference for advertisers' advertising form design and marketing plan.