How to Measure the Success of Your OOH Advertisement?

02/28/2022 Optimize your media budgets

One of the most crucial step to a successful advertising campaign is measuring the advertisement effectiveness and to learn from the data. Measuring the success of an OOH advertisement however, might not be as simple since it cannot be viewed directly as online advertisements. Here are a few ways to measure OOH advertising effectiveness.

1. Measure Your Website’s Traffic

If your company has a website, one of the methods to measure campaign’s effectiveness is to pay attention to your website’s traffic, or track the trends of your website’s traffic. A clear indicator to a successful OOH advertisement is an increase in your website traffic. People usually search for your brand or products online if they are persuaded by your advertisement and you will therefore notice a gradual or sharp increase on your website’s traffic. Make sure you give your campaign a few weeks before comparing your website’s traffic as there is often a delay before you see the results. It will be interesting to also analyse your direct traffic to measure your brand awareness.

2. Measure the Traffic of Your Shop

You can also measure the success of your OOH advertisement by putting emphasis on your shop’s traffic, whether it be an online shop or a brick-and-mortar shop. People interested in your products after seeing your OOH advertisement would pay a visit to your shop to check out the products they saw. Keeping a record of your shop’s traffic after you have launched your advertising campaign can help you visualise the effectiveness of the OOH advertisement.

3. Monitor Your Sales

Monitoring your sales is possibly the easiest method of assessing the success of your OOH advertisement. Sales records are the most apparent and are always recorded so it would be easier to compare. Look out for any spikes or increase in your sales to determine whether your OOH advertisement is successful.

4. Create a Dedicated Landing Page

To differentiate leads from seeing your OOH advertisements from other leads, you can create a dedicated landing page especially for your OOH advertisement. If your audience do actually see your advertisement and are interested in your brand or product, they would visit the specific landing page. The success of OOH advertising would be made more apparent since you would be able to view the number of people who visited your website from only the OOH advertisement. You can simply check the data from the website traffic of the dedicated landing page.

5. Create a Promo Code

This method is one to surely kill two birds with one stone. Not only could it encourage people to purchase your product and act as a promotional tactic, but it could also help with tracking your audience. A specific promo code could be created and promoted on your OOH advertisement. Similar to creating a dedicated landing page, you could specifically track whether your audience came from your OOH advertisement or have paid attention to the advertisement. People would also be more prompted to take action and purchase your product since a discount has been offered. This offers incentive to your audience as well as brings you convenience on measuring the success of the OOH advertisement.

6. Add a Hashtag on your OOH advertisement

Hashtags(#)are a convenient method for people to keyword search and discover social media posts. On the OOH advertisement, you could include a hashtag created for the advertising campaign. People would use the hashtag on their posts or stories which would appear on their social media feed. All posts using this hashtag would all appear while searching the hashtag, giving you a concrete number of people using this hashtag. As the hashtag would be created for the billboard, the number of audience viewing the OOH advertisement is relatively direct. By utilising social media tools as such you would be able combine social media advertising and OOH advertising and use technology to help you measure the effectiveness of your OOH advertisement.