When you spend money on advertising, you want to make sure it’s an investment. Investments generate returns. When it comes to your return on your investment (ROI), there are many ways to both track and measure the success of a marketing campaign. As they say, knowledge is power, and knowing what works and what doesn’t can save you money and even help you strengthen your business and your brand.
The Value of Impressions and Conversions
Engagement is the currency of marketing. When you advertise, you want your audience to engage with your brand. You want to be able to reach a specific set of customers, with a specific frequency, and create an impression that leads to conversion. This is the value of impressions and conversions: putting your name out there and increasing your sales is the name of the game.
So, how does it work? Marketing companies can just tell you, “hey, billboards work.” Or they may use vague statements when describing the efficacy of their ad spots: “you should see the crowds of people that walk by this location, it’s always busy.” These statements are not good enough, and you should not settle for promises or anecdotal evidence.
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We have tools to measure audience engagement with outdoor media, and we have analytical possibilities to determine how much you are paying per impression. A good marketing company will give you all the information you need regarding your ad campaign: how many people you will reach weekly, what demographics you can target, what results you can expect, and more. Why? Because you need the information to make the best decisions for your company.
Getting your money back with marketing can be made simple with the right guidance. Once we create a campaign you are happy with, we can help you understand the data we collect from your outdoor advertisements and provide advice throughout the campaign’s run.
Usually, there are ways to increase a campaign’s efficacy, like putting up a new ad spot in a nearby location to increase the frequency and reach. In some cases, creative copy can be modified to appeal to a more specific demographic. Whatever the case may be, we have the information you need to make those decisions, and we are with you every step of the way. We are here to get you the results you want—that’s our goal.
How to Track and Measure Success
What does success mean to you? Different marketing campaigns have different goals. You may be interested in increasing sales in the short-term, or perhaps your company would benefit more from increasing brand awareness, which will help increase sales in the long-term. In order to measure success, you have to define what success means to you in the current moment.
If you’re looking at increasing sales in the short-term, there are 2 ways to measure the success of an ad campaign. The first is to run one campaign at a time. Measure sales before the ad, then measure them again after running the campaign. What’s good about this approach is you are able to see directly if there is a change in the short-term. We use the term “campaign” because outdoor advertising can work really well in conjunction with other advertising mediums like online or print. Sometimes a mix of mediums is the best approach for maximum effectiveness. Second, you can create a vanity URL, custom landing page, or a single phone number. The main point is to lead all of your potential traffic to one, trackable source. So at the end of 2-4 weeks you can see directly the traffic increased or sales made. Add this data on top of how many impressions you garnered, increasing brand awareness, and you have the results of your campaign. But, how do you accurately measure impressions?
Another way to measure the success of outdoor advertising is through auditing and measuring audiences. A popular add-on used by many advertisers is Geopath, the tool used to track audience impressions of outdoor media. With Geopath, it’s not only easy to see how many impressions a billboard is garnering, but you are able to see how many impressions that same location has obtained in the past, helping you make better choices when deciding where to advertise. Furthermore, Geopath helps track specific demographics, allowing marketers to get your ad in front of the people you are interested in reaching.
Once you measure the impressions and conversions related to an ad campaign, you can then start to look at your investment in terms of ROI. How much did you spend, and how much did the campaign generate? For outdoor advertising, you can expect to make $2.80 for every $1 spent.
Whichever route you pick (and you can pick more than one), what needs to be said here is that outdoor advertising doesn’t exist in a vacuum. Just like online campaigns, we know how to track and measure its impact on real people, not potential bots. And we offer all our information to our clients before, during, and after they have completed their ad campaigns. And if something’s not working out the way you had planned, we’re not afraid of changing a billboard in order to get the results you need.
View Chicago Case Studies
We partnered with Industrious for their first time testing OOH in Chicago. All of their 8 city locations immediately received increased tours and applications.
Key Results:
$100k+ Marketing Value
6MM+ Delivered Impressions
120% Increase in Applications
Testimonials of Satisfied Customers
“We do other forms of advertising, and unlike them, you seem like you truly care about the results.”
“Soon after a disastrous experience with another (digital) billboard company, I was contacted by View Chicago. I was skeptical, but still very receptive. I knew that because of technology, my print and TV advertising was becoming less and less effective. Something else was needed. The Account Exec at View Chicago suggested some perfect locations from their incredible inventory. I tried a major campaign just before the holidays and it worked beautifully. I also found a static billboard works harder and longer than one that is visible for 10 seconds at a time. My Customers may not watch many TV commercials and they rarely pick up a magazine. As long as they are still walking, driving, and taking public transit, they will be seeing Steve Quick Jeweler on View Chicago billboards.”
“Blaire took the time to listen to our local business development goals, and her recommendations perfectly targeted the audience we were looking to reach. Without question, choosing View to assist with our outdoor advertising needs has been one of best business decisions we’ve made in 2017.”
“At first we were a little skeptical of the efficacy of billboards…but View Chicago hits the mark with strategically placed static billboards which combined with an extremely talented design team has literally created countless daily impressions, translating into $$$ well spent! Marketing is important, but great marketing is paramount.”
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