Advertising is one of the most complex fields in the world today. Can you remember the last time you purchased a product without seeing an ad for it first? That’s just a testament to how effective ads can be.
Today, the ad space is as varied as it is complex. And, one of the most notable parts of the ad business is out-of-home advertising. In this article, we’ll look into what it is, as well as how to measure OOH advertising success.
The Relevance Of OOH Advertising To Your Businesses
The name says it all here – with out of home advertising, you’re focusing on placing ads and running campaigns that people see in public.
In today’s advertising climate, the focus tends to be more on digital platforms and services. Everyone’s selling on social media and using Emails and other digital tools to increase their reach. While these are effective, outdoor advertising remains a major part of marketing.
At the end of the day, people still go out. And this means that they will be willing to soak in new sights and sounds. Your outdoor advertising campaign essentially allows you to target these people with your content and improve your chances of making sales.
For any business at all, out of home advertising provides an opportunity to reach out to customers where they are. You have a much broader reach because you’re targeting a large and diverse audience, and the fact that your content gets displayed 24/7 also means that there’s no downtime with what you’re showing.
Add the opportunity for local targeting and impactful messaging, and you’ll find that out of home advertising is truly one of the best and easiest ways to get your message across and improve your chance of selling.
Types Of OOH Advertising
The marketing field is incredibly varied. And when it comes to out-of-home advertising, there are several tools and channels that you can leverage to get your message out there. So, if you want to implement this marketing form, here are some major types that you might want to keep in mind:
Billboards For Maximum Views
For optimal visibility, hardly anything beats billboards. Simply place your content on the billboard, and everyone who comes within a specific distance of the billboard will be able to see it.
Transit Ads For Reach
The major issue with billboards is that they tend to not be mobile. After all, if someone doesn’t come close to the billboard, they won’t be able to see it.
Transit ads solve this. You put your ads on public buses and other vehicles, and people see your ads as they pass by the vehicles.
Ads On Local Street Furniture
Another impressive form of outdoor advertising is to leverage street furniture to your advantage. You can place ads on things like kiosks, street benches, and newsstands, and anyone who comes close to them will be able to view your content.
Point of Sale Displays:
For this OOH in marketing form, you essentially place ads at places like stores and other locations where people make purchases. The point is to make people engage in impulse buying as they see your ads, and these displays have been known to be quite effective.
There have been so many examples of guerilla advertising strategies in the future. This advertising method focuses on unconventional tactics, all of which capture your audience and leave them with a lasting impression of you.
Why You Need To Measure Effectiveness
So we understand the fact that out-of-home advertising can be incredibly helpful for any brand looking to engage it. But, when it comes to ads, one important thing to always keep in mind is the importance of proper measurement.
Here are a few reasons why:
Make Sure Your Money Isn’t Waster
For the first case, measurement is important because you don’t want to end up wasting money. You want to optimize the return on your investment, and that means understanding how well your ads are translating into what you want them to.
Maintain Peak Performance
An analysis of your outdoor advertising campaign will also help you to discover what works and what doesn’t. This way, you can double down on the former and kick the latter out.
Learn More About Your People
Proper measurement also helps you to understand how well your campaign is resonating with the people you want to reach. So, you can better tailor your campaigns to grow your reach.
Make Decisions Based On Data
We live in an incredibly data-driven environment. And if you’re going to refine future campaigns, you need to do that based on available data.
Keep Everyone Accountable For Their Actions
Out-of-home advertising requires a considerable amount of investment. And, the last thing you want to do is waste money. By measuring effectiveness, you’ll be able to ensure that you get real bang for your buck.
Measuring The Effectiveness Of OOH Advertising
Key Metrics for OOH Advertising
Every industry has benchmarks that they focus on. These are essentially metrics that help to provide more insight into whether you’re succeeding at something or not. So, it should come as no surprise that you need to keep an eye on several things when handling how to measure OOH advertising success.
When it comes to out of home advertising, it is important to focus on a few things that can help guide your efforts and show if you’re really succeeding or not.
With impressions, you’re focusing on how many times people view your ad. This shows the reach of your campaign and is one of the fundamental ways to really measure success.
The reach metric is quite similar to impressions. But here, you measure the percentage of the people who saw your ad at least once during a particular period. Like impressions, reach will also help you to understand the efficiency of your campaign in reaching the right people.
Next, we have frequency. Here, the focus is on understanding how often people interact with your content. When you mix frequency with reach and strike a good balance, you will be able to significantly improve the impact of your efforts.
In some circles, it’s not enough to get people to just view your content – you need to also know how long they view it for. This is what dwell time measures, and it provides an opportunity for you to understand the impression that your ad campaign leaves.
Cost per Thousand Impressions (CPM):
The name says it all here. With CPM, you’re focusing on how much money you will spend to reach a thousand people with your OOH in marketing ads. For understanding cost efficiency, this metric goes a long way.
Overall Return on Investment (ROI):
Ads cost money, and the goal of each ad is to generate revenues. When you compare the amount you get in revenues to the amount of money you spent creating the campaign on a holistic level, you can determine your ROI.
There are several nuances to this, but the objective is quite the same.
Measuring Attribution For Your Ads
For OOH attribution, you focus more on understanding the contribution of the outdoor ad campaign to your general marketing objectives. From determining the campaign’s fit in your customer journey to finding out how it helps to drive the right outcomes, this analysis is very important in deciphering just how efficient your campaign is.
Ads are about money, but money isn’t necessarily the entire thing. From a creative standpoint, you also need to be able to understand how effective your campaign is. This means understanding the impact of the creative elements you used in your ads, as well as the design and messaging of the campaign.
Compare Your Ad to Others
If you operate in a stacked and competitive field, then you might also want to compare your campaign and its performance to those of some of your competitors. This involves analyzing things like share of voice, brand perception, and any changes to your market share as a result of the campaign’s implementation.
Measuring OOH Effectiveness: Traditional & Digital KPIs
The entire goal of out-of-home advertising is to reach people physically – and, thanks to the magic of technology, this is now possible in different ways.
Whether you’re implementing a physical ad strategy or a digital one, several KPIs tend to be pretty generic to each. We’ve broken these down so you can understand what to look out for depending on the strategy you’re implementing:
Metrics For Traditional OOH Advertising
For advertising effectiveness measurement in traditional OOH advertising, you generally want to focus on the following:
This metric is quite self-explanatory – you focus more on the number of people who come to see your ad, and you can get a better sense of its performance
Brand Recognition and Recall
In most cases, this metric measures how well your ad campaign was able to leave a lasting impression in the minds of your audience. Most marketers and ad agencies tend to conduct surveys to get this, with the focus being to see how you’ve managed to imprint your message or brand in peoples’ subconscious.
Finally, you want to focus on the amount of sales and revenues that you saw as a direct consequence of the ad campaign.
Metrics For Digital OOH Advertising
Things take a bit of a different dimension when you decide to use digital channels. For one, digital OOH advertising provides an opportunity to capture more advertising KPIs. But, the implementation of digital channels also means that you need to focus on a whole different set of indicators.
Some of those indicators include:
We already pointed out what impressions are. And, they tend to be more of a staple when it comes to digital marketing capturing.
QR Code Scans
If your advertising campaign requires people to scan QR codes to get specific rewards or perform specific actions, then you want to know how many people are doing that.
The goal of most digital OOH campaigns is to get people to visit the marketer’s website. So, if you’re such a marketer with a website, it only seems fair that you will want to keep an eye on the number of people who visit your platform.
Social Media Mentions
Whether or not your digital OOH campaign uses social media as a focal point, it’s become evident that social media has become a major part of our lives. And as an advertiser, social media mentions will be something you want to keep an eye on. So, add it to your OOH measurement metrics
When people speak about you and your campaign on social media, you generate a certain type of buzz that gets other people talking. From there, it’s all upside down.
As we said before, this metric in advertising effectiveness measurement focuses more on the contribution of your specific campaign to the overall marketing efficiency that you have as an advertiser.
Critical Technologies for Ad Measurement
Technology is all around us today. And for people who engage in OOH advertising, there is a lot of potential for technology to improve tracking and monitoring.
If you’re running an OOH campaign, here are some tech tools that can be helpful to you:
Platforms for Marketing Analytics
Today, we have several advanced analytics platforms that focus on integrating marketing data from different sources. With these platforms, you can get a more holistic view of your performance and make changes where necessary.
Attribution & Ad Tracking Tools
The seamless combination of ad tracking tools and servers allows you to also gain insights into how your ad campaigns are performing. From first-touch to multi-touch OOH attribution and more, you can find out which ads spurred which actions in real-time.
Customer Relationship Management Systems
CRM provides a look into how your customers are behaving. With the right CRM systems, you will be able to get analyses into customer behaviors and interactions, thus measuring how your campaigns help to improve customer acquisition.
Online Analytics Tools
Google Analytics is the leader in this space, but several impressive options help to track web traffic and user behavior. They have their finger on the pulse when it comes to conversion advertising performance metrics as well, so integrating them will be critical.
Geotargeting and GPS Tracking
One of the most underrated parts of digital tracking is that it allows you to see where your audience is – as well as where they’re from. With these insights, you will be able to learn more about who they are and how to tailor your content to reach them.
Analytics Tools For Social Media
If your campaign involves social media or you’d like to see the reactions to it on different social media platforms, then these tools easily provide proper insights into how your campaign is performing, based on the platform you choose to monitor.
Best Practices For Measuring OOH Advertising Effectiveness
When it comes to managing and keeping track of online ad performance, you’re walking a very thin line. You need to ensure that everything is done right, so you can optimize the performance of your campaign as much as possible.
These are a few tips that could help you in that regard:
Be Clear About What You Want To Achieve
Before you even embark on any campaign, you want to make sure that you’re very clear on your set objectives. Understanding your objectives will give you a proper view of what you hope to achieve, and it will also guide your actions going forward.
Always Have Your Eye On the Prize
As soon as you set your objectives, make sure that you always monitor them. Remember that there are different channels through which you can promote OOH advertising – from digital signage to billboards and more. Always ensure that you know how your channels are performing, and be as proactive as possible to always keep an eye on them.
Be Careful When Choosing Metrics
You also want to make sure that your advertising KPIs are right for your OOH measurement campaign. A lot of the time, advertisers fall into the trap of choosing the wrong metrics. This means that they are misled from the start, and their campaigns are doomed.
Depending on the channel you’re working with, make sure that your campaign’s advertising performance metrics are accurately set forth.
Always Leverage Technology
We live in a world where technology has pretty much changed the landscape and made it easy for us all to work. So, feel free to leverage it as much as possible.
With technology, you have a significant chance to improve the results you get from your campaign. So, wherever possible, ensure that you’re leveraging this technology.
Be Willing To Experiment and Adapt
No one ever said that advertising had to be a “one size fits all” approach. You will stumble across the way, and there will be things you do that don’t resonate with some people. Don’t be perturbed – the goal is to learn from your mistakes and ensure that you tweak things as much as possible.
OOH advertising is an incredibly effective way for any brand to improve its reach and become more discernible. But, when you engage in these campaigns, you need to also make sure that you know how to measure success.
At NSE LED Cloud, we can help ensure that you have the right tools for your OOH advertising campaign. Reach out to us, and let us know how we can be of help.