Guide to Seasonal Billboard ROI

Seasonal billboards can boost your business during peak times. Here’s how you can measure and improve their ROI:

• ROI Formula: Use ROI = [(Revenue – Cost) / Cost] × 100 to calculate success.
• Best Seasons: Target high-traffic periods like holidays, summer travel, or local events.
• Metrics to Track:
  • Impressions (views)
  • CPM (Cost Per Thousand views)
  • Conversion rate (actions taken)
• Digital vs. Traditional Billboards: Digital offers flexibility, real-time updates, and analytics for better control and results.
• Key Tips:
  • Focus on bold, seasonal designs with clear messages.
  • Choose high-traffic locations relevant to your audience.
  • Monitor and adjust campaigns using real-time data.

Platforms like Blip make seasonal campaigns easy with pay-per-play pricing and tools to track performance. Start small, test, and scale for noticeable results.

Does Billboard Advertising Make Sense | Explanation with Math

Basics of Seasonal Billboard ROI

To calculate the ROI for seasonal billboard campaigns, use this formula: ROI = [(Revenue – Cost) / Cost] × 100. However, seasonal campaigns come with unique factors that influence results.

Types of Seasonal Billboard Campaigns

Seasonal billboard campaigns are designed around specific events or consumer trends. The best campaigns take advantage of high-traffic periods when engagement is at its peak.

Here are some common examples:

Digital tools allow advertisers to schedule campaigns precisely during these busy times, making them more effective at capturing attention.

Why Choose Seasonal Billboards

Seasonal billboards can deliver better ROI by tapping into natural increases in consumer interest and spending. For instance, a Chicago retail store saw a 25% boost in foot traffic and a 15% increase in sales during their December 2022 holiday campaign compared to the prior year.

ROI Measurement Metrics

To measure the success of your seasonal billboard campaign, track these key metrics:

• Impressions: The total number of people who see your billboard during the campaign.
• CPM (Cost Per Thousand): The cost to reach 1,000 viewers, which is especially relevant during high-demand periods.
• Conversion Rate: The percentage of viewers who take a specific action, like visiting your store or website.

Research shows that outdoor advertising can lift brand awareness by up to 50% during peak seasons. Use digital analytics to adjust your campaign in real-time for better results.

Tips for Tracking ROI:

• Monitor daily impressions and check for spikes in website traffic using seasonal promo codes or dedicated landing pages.
• Compare sales data from before, during, and after the campaign to assess its impact.

The ability to tweak campaigns based on live performance data gives seasonal billboard advertisers a strong edge. With these metrics in mind, let’s dive into creating a successful seasonal billboard strategy.

Building a Seasonal Billboard Strategy

Picking the Right Seasons

The best campaigns align with the times when your audience is most active. Look at past sales data to figure out when your products or services are in high demand.

Here are some seasonal opportunities to consider:

"Working with Blip has given Mr. Charlie’s the momentum to get our new location on the map while accelerating growth for our original location." – Paul Willey, Owner, Mr. Charlie’s Chicken Fingers

Once you’ve identified the seasons that matter most, focus on securing billboard placements in high-traffic areas.

Choosing Billboard Locations

Placement is everything. Find locations that naturally attract your audience during the seasons you’re targeting. For instance, Mr. Charlie’s Chicken Fingers achieved great results by using digital billboards near busy intersections during peak dining hours in March 2023.

When selecting locations, consider:

• Nearby businesses or events that complement your offerings
• Traffic flow during the season you’re targeting
• Local demographics that match your audience

Modern digital billboard platforms now provide analytics to evaluate location performance. This lets you make data-backed decisions instead of relying on guesswork.

Once locations are set, it’s time to focus on designing ads that resonate with the season.

Designing Seasonal Ad Content

Seasonal ads need to grab attention fast and feel relevant. The most effective designs follow a few key rules:

What Works:

• Keep text to 7 words or less
• Use bold, high-contrast colors that fit the season
• Include a clear call to action
• Ensure readability from different distances
• Add seasonal imagery that’s instantly recognizable

One December campaign boosted foot traffic by 25% thanks to a bold, festive design.

What to Avoid:

• Fancy fonts like cursive or script
• QR codes that distract drivers
• Overloading the design with too many messages
• Small text or overly detailed images

Before launching, test your design’s visibility from various distances. A great seasonal ad should reflect your brand while connecting with what’s on your audience’s mind at that time of year.

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Digital Billboard Platform Tools

Digital vs Traditional Billboards

Digital billboards bring more control and flexibility to seasonal campaigns compared to traditional static options. While traditional billboards often require lengthy setup times and long-term commitments, digital platforms allow advertisers to make quick updates and run campaigns for shorter, more targeted periods.

Here’s a quick breakdown of the differences:

This adaptability makes digital platforms a great choice for seasonal promotions, offering tools that cater to time-sensitive campaigns.

Blip Platform Features

Blip provides advertisers with tools designed to maximize the impact of seasonal campaigns. Through its interactive marketplace, advertisers can choose billboard locations based on key metrics like daily impressions and average CPM. This ensures campaigns effectively target the right audience during high-demand periods.

Key features include:

• Budget-Friendly Options: Campaigns start at just $20/day with pay-per-play pricing.
• Location Insights: Use an interactive map to evaluate billboard performance metrics.
• Flexible Scheduling: Schedule ads to align with peak seasonal times.
• Creative Support: Access templates and design guidelines tailored for maximum visibility.

Real-Time Pricing Systems

Digital platforms like Blip also offer real-time pricing, which adjusts based on market demand. Rates are updated every 10 minutes through real-time bidding, allowing advertisers to secure lower rates during off-peak times while maintaining visibility during busy seasons.

A great example of this in action is Pretty In Pinkston salon. By adjusting bids to match seasonal traffic, the business maximized exposure. Salon owner Kimberly Pinkson shared:

"Blip works for us. It’s a different medium, and it brings a lot of exposure. It sets us apart from the rest of the competition, and that’s what I like."

In addition, Blip’s performance tracking tools provide daily analytics on impressions, display frequency, CPM, peak viewing times, and audience engagement. These insights help advertisers refine their campaigns in real-time, boosting ROI during critical promotional periods.

Real Results from Seasonal Campaigns

Holiday Retail Results

Holiday Treasures saw impressive results from their December 2022 billboard campaign, which focused on capturing peak shopping traffic. The campaign led to a 40% rise in foot traffic and a 25% increase in holiday sales. Store owner Jane Doe shared her thoughts:

"The visibility of the billboards was crucial in attracting new customers."

To achieve these results, the store strategically placed digital billboards along busy commuter routes, ensuring maximum exposure during the holiday rush.

Summer Tourism Campaign

Sunny Travels used digital billboards to grab the attention of vacation planners during the summer of 2023. Their efforts paid off, with a 30% jump in inquiries and bookings. Marketing Director John Smith remarked:

"The billboards effectively captured the attention of passersby, leading to a significant uptick in business."

This approach showcases how seasonal campaigns can deliver measurable results across industries.

Restaurant Seasonal Menu Promotion

Taste of Summer restaurant ran a digital billboard campaign in June 2023 to promote their limited-time summer menu. The campaign resulted in a 50% rise in customer visits and a 35% boost in overall sales. Owner Emily Johnson highlighted the importance of their strategy:

"The eye-catching design and strategic placement of the billboards were key to our success."

Summary and Next Steps

Getting the most out of seasonal billboard campaigns requires careful planning, smart location choices, and a focus on data. Here’s a breakdown of the key steps to help you launch and improve your campaign:

Platforms like Blip make it easy to launch campaigns with daily budgets starting as low as $20. You only pay when your ad is displayed, making it a low-risk way to test different strategies. For example, in 2023, Mr. Charlie’s Chicken Fingers used this approach to promote a new location. By analyzing performance data, they boosted their visibility and attracted more customers.

Take advantage of features like real-time bidding and flexible scheduling to keep costs competitive while maximizing exposure during busy seasons. Combining these tools with strategic timing and location choices sets the stage for billboard campaigns that drive noticeable results.

Related Blog Posts

• Digital Billboard ROI: Measuring Campaign Success
• OOH Advertising During Peak Travel Seasons
• How to Choose Billboard Locations for Maximum ROI