Tracking the effectiveness of billboard advertising can sometimes get tricky! Check out our blog post to learn how you can best track your billboard’s performance.
When advertising on platforms such as Facebook, Google, and other online mediums, it’s typically pretty easy to track who saw your ad, clicked on it, and what actions they took afterwards. However when it comes to advertising mediums that live offline, it can be difficult to know how to track your results! In this blog post, we will discuss what results you can expect from billboard advertising, when to expect them, and a few different ways to track the effectiveness of your billboard campaigns.
What Results to Expect & When to Expect Them
Billboards are an example of broadcast advertising. Instead of being seen by one or a few people at a time, it’s seen by hundreds or thousands. You have to measure the impact on the broader population, not a niche audience. Billboards are about statistics, probabilities and averages across large populations over long periods of time. When tracking your results, it’s important to note that you will not see immediate results.
After advertising for a little over a week with Blip, Derrick Machado, owner of DeeLorri Apparel said: “We just want people to see our brand. It usually takes 5-7 times for people to see your brand before taking action. I know this eventually will generate sales, but I wasn’t expecting that to happen immediately. We know the sales are coming.”
The results of your billboard campaign all come down to what goals you set prior to billboard advertising. If your goal was to increase brand awareness, you would want to track brand awareness factors like social media followers, website visits, or an increase in branded search terms. If your goal with billboard advertising is to increase sales, you would want to check product sales over time, starting with the days you ran your billboard campaign.
Let’s go more in depth on how to track your billboard results!
How to Track Billboard Results
If you’re tracking a Blip campaign, Blip provides analytics for you to help track the effectiveness of your billboard campaign. These include average daily spend, total impressions, impressions per dollar, average Blips per board, and many more helpful analytics. You can learn more about understanding Blip’s analytics in our help article here.
Regardless of if you put your social media handles on your billboard, it’s important to track followers and visitors to your social media pages over time, starting when you started your billboard campaign.
Website Visits/Vanity URL
Many businesses choose to put a vanity URL on their billboard to better track how many people are navigating to their website after seeing billboards. Vanity URLs are a great way to track, however you can still track website visitors from billboards without creating a vanity URL. You can actually track the billboard impact through Google Analytics! Check out our help article here on how to set it up within Google Analytics.
Increase in Sales
If you’ve noticed an increase in sales starting the day your billboard campaign started, you can most likely attribute this to billboard advertising. The tricky part is figuring out how many of those sales came from billboards. This is why the use of vanity URLs or promo codes comes in handy.
Promo codes are a great way to track sales from billboards. Even by offering something simple like free shipping or 10% off your product with a promo code, you can better track who purchased your product after seeing your billboard.
If you’re looking to broadcast your business to a larger audience, billboards are the best way to do so! Blip makes it easy to set up and track your billboard campaigns. To see the analytics from your last Blip campaign, navigate to your Blip account here.