27 Aug How To Track Billboard Advertising: Unveiling the Secrets to Effective Campaign Monitoring
In this section we look at ways on how to track billboard advertising campaigns. Once your campaign is live, the next stage is to track its effectiveness. It would be helpful to know who has seen it, how many people have seen it and how have people engaged with it.
Tracking the effectiveness of billboard campaigns has often been a challenge for marketers. In this blog, we will explore the key elements to implement within your advertising creative to effectively track your billboard advertising campaign.
Why Track Your Advertising Campaign?
Tracking the effectiveness of your billboard advertising is essential to optimise your marketing efforts and ensure a strong return on investment. By implementing the below elements within your advertising creative, you can gain valuable insights into customer engagement, conversion rates, and overall campaign success. Remember, effective tracking not only helps you measure the impact of your current campaign but also provides valuable data for future marketing strategies. So, embrace these tracking techniques and unlock the full potential of your billboard advertising endeavours.
How To Track Billboard Advertising Campaigns
Track Your Billboard Campaign With A Memorable Call-to-Action
To track the effectiveness of your billboard advertising, it is crucial to include a clear and memorable call-to-action (CTA) in your creative. This can be a unique URL, a dedicated phone number, or a specific keyword for text message responses. By providing a distinct CTA, you can easily measure the response rate and attribute it to your billboard campaign.
Incorporate QR Codes and NFC Technology
Integrating QR codes or Near Field Communication (NFC) technology within your billboard design can significantly enhance your tracking capabilities. By scanning the QR code or tapping the NFC tag, potential customers can be directed to a landing page or a dedicated app, allowing you to track their engagement and conversion rates.
Track With Geolocation and Geofencing
Leveraging geolocation and geofencing technologies can provide valuable insights into the effectiveness of your campaign. By setting up virtual boundaries around your billboard locations, you can track the number of people who enter those areas and analyse their subsequent actions, such as visiting your store or making a purchase.
Track Billboard Advertising Campaigns With Unique Promo Codes and Coupons
Including unique promo codes or coupons in your billboard creative can be an effective way to track the impact of your campaign. By offering a discount or special offer exclusively tied to the billboard, you can easily identify customers who have been influenced by your advertising and measure the conversion rate.
Social Media Engagement
Encouraging social media engagement through your billboard campaign can help you track its effectiveness. By incorporating hashtags, social media handles, or specific challenges, you can monitor the online conversations and interactions generated by your billboard. This data can provide valuable insights into the reach and impact of your campaign.
Surveys and Feedback
Implementing surveys or feedback mechanisms can provide direct insights into the effectiveness of your billboard advertising. By offering incentives for participation, such as discounts or giveaways, you can gather valuable data on customer recall, perception, and intent to purchase, allowing you to measure the campaign’s impact.
Ask your customers
A great way when you are looking for ways on how to track billboard advertising. Find out how your campaign is doing by asking customers how they found out about your business. Organise a survey that asks your customers how they discovered you with an option of “On a billboard” or similar.
Track Your Billboard Ad Campaign With Billboard Impressions
What are Billboard Impressions?
Billboard impressions refer to the number of times an advertisement is potentially seen by individuals within a specific target audience. It is a vital metric that helps marketers estimate the exposure and effectiveness of their campaigns. By understanding the number of impressions, you can make informed decisions about your advertising strategy, budget allocation, and campaign optimisation.
Calculating Billboard Impressions
Let’s explore the methodology to calculate the impressions metric:
Determine Daily Traffic Count: Start by obtaining the average daily traffic count (ADTC) for the location where your billboard is placed. This data can be obtained from local transportation departments, city planning offices, or specialised traffic research firms.
Calculate Daily Impressions: Multiply the ADTC by the percentage of people who are likely to see your billboard. This percentage, known as the “Likely-to-See Factor” (LTSF), is typically estimated based on industry standards and experience. For example, if the ADTC is 50,000 and the LTSF is 70%, the daily impressions would be 35,000 (50,000 x 0.70).
Account for Monthly Impressions: To determine the monthly impressions, multiply the daily impressions by the number of days your billboard will be displayed. For instance, if your billboard is up for 30 days, the monthly impressions would be 1,050,000 (35,000 x 30).
Adjust for Reach and Frequency: While billboard impressions provide an estimate of potential exposure, it is crucial to consider the reach and frequency of your target audience. Reach refers to the number of unique individuals who see your billboard, while frequency measures the average number of times they are exposed to it. These factors can be adjusted based on your campaign objectives and target market.
Conclusion
Billboard advertising is a powerful tool for businesses, but tracking its effectiveness can be challenging. This blog post explores key elements to implement within your billboard creative to effectively track your campaign. These elements include clear CTAs, QR codes/NFC technology, geolocation/geofencing, unique promo codes/coupons, social media engagement, and surveys/feedback. By utilising these techniques, marketers can gain valuable insights into customer engagement, conversion rates, and overall campaign success. Effective tracking not only measures the impact of the current campaign but also provides data for future marketing strategies. Embrace these tracking techniques and unlock the full potential of your billboard advertising endeavours.
We hope you found this guide on how to track billboard advertising informative. We would love to talk to you about putting together a successful billboard advertising campaign. Please get in touch today.