Most companies utilize several forms of media for advertising, including online, television, newspapers, billboards, banners, and other outdoor marketing. The goal of advertising through multiple mediums is to make a brand impression on consumers in multiple ways. Hence, measurement of the effect of advertising is vital to make the best use of your investment. But unlike digital media, outdoor advertising is still lagging behind when it comes to hard data to measure the Return on Investment (ROI). Nonetheless, this does not deteriorate the efficiency of the medium. There are other efficient ways to measure ROI with outdoor advertising. Here are 3 outdoor advertising metrics to help you measure the return on advertising.
Location plays a crucial role in the success of your outdoor advertising campaign. Choosing the right location for advertising is an important factor that helps you measure your return on investment. For this, apart from identifying your target audience, you must create a buyer persona to gain an additional advantage. A buyer persona is a depiction of your ideal audience that helps you gain a better understanding of them. This includes demographics, behavior patterns, goals, and more. You must identify the audience’s gender, age, income level, why they would buy your product, where they would buy it, what consumer needs does your product fulfill, etc. Once you have determined the target market, you can work with the advertising agency to use locations that have the maximum number of people from your target market for easy tracking of ROI.
Simple yet Catchy Message
Outdoor media is characterized by the short-time frame to catch the attention of your customers. Consumers come in contact with most outdoor messages while on the go. They hardly have a few seconds to spare on your advertisement. Hence, the use of brief, unique and catchy messages helps in attracting the customer. Your message should be brief, impressive and contain a call to action. Too much text might turn your customer off . Play with visuals and graphics to create an enticing outdoor advertisement to deliver your message. You may test and track the impact of your message digitally with the help of tools like landing pages, Google AdWords or social media channels.
Another way of tracking the effectiveness of your outdoor advertisement is to create a digital trail to track revenue and obtain leads. You can do this through a promotional code, landing page or social media. Include a promotional code in your ad and ask consumers to enter a code when purchasing online. These can be tracked digitally to test the ad’s effectiveness. You can also create a landing page and mention the URL in your advertisement. You can track page visits, leads, and conversion for ROI. Make sure you have an easy and simple URL, considering the time span of your audience. Use social media to promote your message and track the effectiveness through responses.
These three outdoor advertising metrics allow you to track the effectiveness of an out-of-home advertisement. Consult an ad agency to help you with your outdoor advertising campaign. Their guidance helps you create an effective advertising plan, which can be easily measured.