Billboards are one of the most trusted and visible forms of advertising, but measuring their success can feel very different than digital channels.
Unlike online ads and social media campaigns, billboards don’t come with data dashboards and instant analytics. Despite out-of-home (OOH) advertising’s differences from the digital landscape, this legacy ad channel comes equipped with tools and strategies that allow advertisers to accurately track performance and measure ROI.
Here’s the guidebook.
Before you can accurately measure OOH success, you must define what success looks like for you. A few common questions you can ask yourself are:
The foundation of billboard measurement stems from the amount of audience impressions and reach an ad may receive. Impressions = the estimated number of people who see your ad, and this is typically OOH gold that is often the deciding factor for where advertisers will run their campaign.
There are modern OOH platforms like Geopath that provide:
Counts based on location, visibility, and traffic data.
Age, income, and behavior tied to audiences passing by your OOH placements.
Metrics that show how often audiences see an ad.
For awareness, these metrics provide a precise data set that can offer invaluable information for exposure and reach.
CTAs with tracking information can provide measurable data directly to your device. This can include elements such as:
When these elements are tracked individually, they are able to reveal how many actions take place from an OOH ad.
It all starts with defining your campaign goals, and the rest is quite simple. By tracking both direct and indirect actions, advertisers can bring data to back up how valuable their OOH ads really are.
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