request a call back
assessing ooh results
In a world of digital advertising where the precise stats for every impression, click and purchase are available at the click of a button, it is understandable that assessing the effectiveness of traditional advertising channels can be seen as challenging.
Article Summary
Measuring outdoor advertising is entirely possible and vital for ROI. You can assess campaign reach through impressions, reach and frequency, and CPM. Track conversions via promo or QR codes, microsites, and before-and-after comparisons across sales or traffic. Location-based metrics, such as GPS and footfall data, enhance accuracy. Global boosts transparency by combining these measurement tools with expert media planning and multi-channel execution for impactful results.
However, those digital tools can also be utilised to measure the effectiveness of an outdoor campaign.
5 benefits of measuring your Outdoor advertising campaign:
- Confirm your ads are working
- Measure results and ROI
- Improve future campaigns
- Know what to repeat and what to change
- Learn more about how your people respond to your messaging
With an extensive and diverse portfolio, Global is a leader in outdoor advertising across the UK and Europe.
By combining outdoor with our radio and digital brands and our world-leading digital advertising platform, DAX, Global can provide the most compelling “one-stop” solution to brands, agencies and advertisers.
Which locations and formats are the most effective?
We understand that small businesses need to measure the effectiveness of their advertising to be able to make informed decisions. Reaching over 95% of the UK population, and with more than 253,000 outdoor sites across the UK and Europe, we will have sites perfect for your campaign.
We put insight at the heart of everything we do and are always working on new research projects focussing on audiences and their behaviours. It’s important to us that we have the most up-to-date and insightful research possible for your campaign.
There’s no guesswork with Global – we get to know your audiences and plan campaigns tailored to connect with them at scale.
How is success in Outdoor advertising measured?
We understand the value of precision targeting audiences. Our selection of brilliant research tools not only give us insight into your target audience, but also supply data on how many people will could see your adverts on your chosen transport routes or roadside locations. This allows our account managers to work with our planning teams to recommend you the best outdoor media plan for your campaign.
During your campaign we can offer you proof of posting for your ads as well as a detailed post-campaign analysis to ensure that we have delivered on all of your objectives. Our account managers can then make recommendations for your next campaign based off of the analysis.
Digital outdoor advertising (DOOH), can allow for more meticulous detail when measuring the success of your campaign. It can provide data on the number of times an advert was shown, at what time and at what location. Digital Billboards can be a good option if you want more specific targeting, as they can run within specific timeframes, whereas traditional billboards and bus adverts are always on.
Tracking the effectiveness of your Campaign
It can be really beneficial to have a clear CTA on your Outdoor adverts as a tracking device. This can be everything from a promo code or offer to social links and hashtags, a campaign specific URL, phone number or a QR code.
The concept is to create a digital trail that can be analysed.
Aside from CTAs you could use other business metrics. At a basic level, measure sales/leads numbers before and after an advertising campaign and compare them to previous figures. You could track and look for an increase in traffic to your website. Look for an increase in shop footfall, social media impressions or interactions. You could use simple online surveys asking customers where they hear about your product/service.
With an extensive and diverse portfolio, Global is a leader in outdoor advertising across the UK and Europe.
Our commercial team is dedicated to helping your brand build a deeper and more effective connection with your audience.
