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+--- Thread: How does a company gauge the effectiveness of a billboard? (/showthread.php?tid=127908)
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How does a company gauge the effectiveness of a billboard? - Dennis S - 12-01-2011
I can't think of a way to do it.
Re: How does a company gauge the effectiveness of a billboard? - $tevie - 12-01-2011
You can't, not really. You know the estimated number of views and you pay for that and cross your fingers.
Re: How does a company gauge the effectiveness of a billboard? - testcase - 12-01-2011
Never gave it any thought.
Re: How does a company gauge the effectiveness of a billboard? - bazookaman - 12-01-2011
number of bullet holes?
Re: How does a company gauge the effectiveness of a billboard? - hal - 12-01-2011
sales before
sales during
sales after
compare and contrast... how else can it be done?
Of course if we are talking 1 of 100s nationwide... dunno...
Re: How does a company gauge the effectiveness of a billboard? - clay - 12-01-2011
you could use a custom URL mycompany.com/billboard and watch traffic on that specific URL (even if it just redirects to mycompany.com). That's what lots of retailers do in magazines to try and track effectiveness.
Re: How does a company gauge the effectiveness of a billboard? - mattkime - 12-01-2011
car crashes
Re: How does a company gauge the effectiveness of a billboard? - cbelt3 - 12-01-2011
clay wrote:
you could use a custom URL mycompany.com/billboard and watch traffic on that specific URL (even if it just redirects to mycompany.com). That's what lots of retailers do in magazines to try and track effectiveness.
clay-
As a billboard reader and driver, I believe that this sort of thing is.. INSANE. Almost criminally insane. Imagine your putative consumer driving by at 70mph in heavy traffic, while adding vvv.clay.com/34hjas01 into his smartphone ?
Crash !
Re: How does a company gauge the effectiveness of a billboard? - clay - 12-01-2011
I'm not saying I LIKE the practice, but that's one of the only ways to effectively track it.
Re: How does a company gauge the effectiveness of a billboard? - Seacrest - 12-01-2011
You don't.
You judge the effectiveness of your whole campaign.
Oftentimes, they will do consumer research that gauges people's awareness of a brand or ad campaign, but those stats are aggregated, and 87% of them completely made up.
It's more art than science, though, I imagine.
I don't work in advertising. If I did, I would have already killed myself.