How To Track The Success Of Your Billboard Campaign
Launching your billboard campaign is one thing, but how do you know if it’s working? We’re here to help you monitor the success of your billboard campaign.
Despite billboard advertising’s proven effectiveness, we understand that a lot of SME owners can be hesitant to invest particularly when:
- Marketing budgets are limited
- It’s a company’s first time using this ad format
- Online and social media has been bringing in customers
However, one of the main factors is that it can be challenging to figure out whether a billboard has worked and how many people it converted.
So what can we do about it?
Typically, we seek feedback from our clients a few months into their campaigns. A positive indicator is when:
- More people have enquired saying they saw the billboard
- More customers through the door since it went up
- More activity on social media
….however some struggle to quantify by how much!
Why is this important? Knowing how well an ad has performed is key to fine-tuning your promotion strategies in the future (and making the most of that tight budget!).
Before you book
Before you select the location of your billboard, consider these essential factors:
- Daily Effectiveness Circulation (DEC): Derived from government road traffic data sources, this tells you how many cars use a road each day or how many people pass by the billboard site, likely to see your ad (provided on our site info sheets).
- Knowing your target customers: Picking the correct location for your billboard is determined not only by who you are trying to target, but who is in the local area. For example if you’re selling a consumer based product picking a location with a large volume of footfall or close to a shopping centre/supermarket will likely attribute to higher product sales.
When designing your ad
- A clear Call To Acton (CTA): Ensure your message stands out by using a clear and noticeable Call To Action (CTA). This directs your audience to buy, call, or inquire about your product or service.
- Too much information: Avoid overcrowding your ad with excessive information. A common mistake we see is ads using too many words. Think, your potential customers only have a few seconds to grasp your billboard, especially when they’re on the move.
- Tracking the response: Employing QR codes or promo codes on your billboard simplifies customer access to offers and website/social media links. This can enhance the ease of communication and encourage potential customers to engage or avail exclusive deals.
Pro tip: Billboard Media uses a separate phone number on our billboards so we can measure how many people contact us directly from the billboard.
During the campaign and after:
Although a static billboard doesn’t come with fancy (and overwhelming) analytics dashboard – your digital metrics can indicate how well your billboard has performed:
- For a campaign driving people towards your website compare web hits before, during and after your campaign.
- If your campaign was designed to drive phone calls – check your traceable phone number stats and ask your customers where they found out about you.
- Check to see if engagement or followers have increased across your social media
Did you know? According to several studies, 1 in 3 people who see a billboard will Google the brand later (Nielsen, 2019)
Think of it this way – once you’ve learnt about the company from a billboard, the first place you might go to get in touch is a search engine or a social media page advertised – but you wouldn’t have become aware of the brand if it hadn’t been for the billboard in the first place!
Don’t forget to stay up to date with our social media channels.