It is not always easy to ensure the success of advertisements, especially out-of-home advertisements. In the past, it was very challenging to determine correctly how, where and when, and if the out-of-home advertising has reached its potential audience. Advertisers are becoming more creative with their advertisement efforts as this medium helping improve methodology over the past five years.
OOH, can measure campaign effectiveness through survey codes, GPS tracking devices, social media engagement, beacon technology, and sales impact. Determining the success of your out-of-home advertisement campaign is analyzed by focusing on the proper KPIs to direct the goals of your advertisement strategy. Following are some practical measurements to determine whether the OOH campaign is successful and allows your brand to incorporate measures for future campaigns.
Track Sales On Your Out-of-Home Advertising Campaigns
The most ideal and fundamental way to measure OOH success is to track the sale of your brand before, after, and during the execution of the campaign. If everything goes well according to plan, you will see an increase in the sale of your business after people are exposed to your out-of-home advertising ads. It is not always suggested to monitor the success of your advertising campaign by this method only. If you are running more than one out-of-home advertising campaign, it is practically impossible to establish which one drives more sales. Using more than one metric to measure success and monitor sales is always recommended.
Measure Impressions
The OOH success can be measured by estimating how many people walk past your campaigns and see their content. Travel surveys, census data, and data modeling are some metrics to measure impressions. The GPS and Wi-Fi signals are modern and detail-oriented tools that provide factual time information for advertisements. For example, the audience often notices advertisements on billboards placed on roadsides and busy routes. This data is fundamental for out-of-door advertisers to pinpoint the patterns and movement of the targeted demographics.
Digitalization of Out-of-Home Campaigns Using Mobile Integration
In the modern era, OOH campaigns such as digital billboards and display screens are gaining popularity due to their inbuilt sensors and digital cameras that can observe customer behavior and measure engagement here and now. QR codes and campaign-specific website URLs can measure advertisement success as they are only accessible through your OOH media and websites. It is observed that online platforms like Facebook and Instagram are the immense generator of brand activation and search online.
You can also come up with driving the website visitors to the specific micro-URL customized to your campaign messages and advertisements. This microsite should be displayed prominently on the billboard to attract attention for the best result.
Using Social Media for Redirecting Tactics
Display of brand website on all out-of-home advertisement ads is a very insightful way to track success. You can use google analytics to estimate the number of people visiting your URL, providing prodigious metrics to determine the campaign’s reach to the audience. Outdoor advertisements cause activation on platforms like Instagram and Facebook. So, developing social media hashtags is a possible way to engage an audience online. A hashtag is one of the most effective tools to measure the success of billboards. Develop a customized hashtag for your ad, and people start using it and sharing it online, you shall be able to measure the audience engagement. You can also measure the demographics of people engaged with your ad, narrowing the scope of your target audience.
