Advertising & DOOH

How can I measure the effectiveness of outdoor advertising machines in real time?

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Measuring the effectiveness of outdoor advertising in real time can be challenging, as it’s not as straightforward as digital advertising where you can track clicks, views, and conversions directly. However, with the advances in technology, there are several methods you can employ to measure the effectiveness of your outdoor advertising machines.

Impression data: The basic measure of effectiveness is through impression data. This can be calculated based on the location of your billboard (or other advertising machine), the number of people who pass by your billboard each day, and the percentage of people who are likely to see your ad. Geo-targeted mobile advertising: You can also combine mobile advertising with outdoor advertising.

By serving mobile ads to users within a certain radius of your billboard, you can track who clicks on those ads to see how many people notice your outdoor ads. QR code or short URL: Include a QR code or a unique short URL in your outdoor ads that leads you to a specific landing page on your website.

By tracking the number of times a page is scanned or visited, you can get a rough estimate of how many people are interacting with your outdoor advertising.

Redeem code: If your outdoor ad includes a special offer or discount, use a unique redemption code. Tracks the number of times this tag has been used to measure ad performance.

Surveys and field studies: Conduct surveys or field studies to directly ask people whether they have seen your ad and what they remember about it.

Advanced Technology: Some new digital billboards come with advanced technologies like facial recognition and vehicle recognition software. These can provide data on how many people looked at your ad, at what time of day, and even what type of vehicles were most common during these times.

Remember, the key to effective outdoor advertising is not just about having high-visibility locations, but also creating compelling, memorable ads. Even the best metrics can’t make up for an ad that doesn’t resonate with your target audience.