Measuring the success of multi-channel campaigns

Last week, we discussed how to create a multi-channel campaign experience using billboards, including QR codes, URLs and social media integration to connect both offline and online efforts.

You’ve got your interactive elements on the billboard, now what? It’s important to track how well your multi-channel campaign is performing.

Here’s a simplified breakdown of how to measure the success of your billboard campaign (without getting lost in marketing jargon)

Website traffic

Monitor increases in visitors during your billboard campaign period, especially to the specific landing pages connected to your billboard with the unique URLs that aren’t promoted elsewhere.
Especially useful for multiple billboards, analytics tools can provide concrete data on how many visitors came from which billboard and let you compare performance across different locations.

However, don’t just look at visit numbers. Pay attention to engagement metrics too.

• Are these billboard-driven visitors spending time on your site?
• Are they exploring multiple pages?

Lower bounce rates (visitors leaving a webpage) and higher pages-per-session from billboard traffic suggest your out-of-home ad is attracting quality visitors, not just quantity.

QR code scans

The magic of QR codes is that each one can be unique, allowing you to track exactly which billboard location is generating the most engagement.
QR code management platforms can show you when scans happen, revealing whether your billboard gets more attention during morning commutes or evening hours.

Similar to website traffic, don’t just look at the number of scans, but what happens after the scan.

• How long do users stay engaged with your content?
• Do they follow through on your call to action?

A billboard that generates fewer scans but higher post-scan engagement might be more valuable than one with lots of quick-exit scans.

Hashtag usage

Track how many people are using your unique, campaign-specific hashtag across different social platforms.
You can find out the volume and sentiment of conversations your billboard is generating.

Again, it’s good to look beyond just counting mentions – analyse the quality of engagement.

• Are people posting positive comments?
• Are they sharing photos of your billboard?

These actions indicate deeper engagement than simple hashtag usage.

Conversion rate

This means the percentage of people who take your desired action (like making a purchase or signing up for your newsletter) after engaging with your campaign.

• Create specific promotional codes for your billboards that customers can use online or in-store – codes incentivise action and give you clear data on which billboards are driving conversions.
• Remember to look at conversion quality too, not just quantity.
  Sometimes, a billboard that drives fewer but higher-value conversions outperforms one with many small transactions.

Attribution

This is the process of determining which marketing efforts led to customer actions.

• You can find out if the billboard was the first touchpoint that created awareness, or the final nudge that pushed someone to convert.
• Post-purchase surveys are surprisingly effective. Simply asking “How did you hear about us?” with ‘billboard’ as an option can provide valuable insights.

Billboards and digital experiences, offline and online worlds – they seem miles apart but actually require a short bridge. When your billboard campaign syncs with your online ecosystem, you unlock valuable data that turns out-of-home marketing into a profit booster.

Are you ready to start your OOH advertising campaign?

Don’t hesitate to schedule a call with us or email sales@billboardmedia.co.uk if you think you have what it takes…

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