MacResource
How does a company gauge the effectiveness of a billboard? - Printable Version

+- MacResource (https://forums.macresource.com)
+-- Forum: My Category (https://forums.macresource.com/forumdisplay.php?fid=1)
+--- Forum: Tips and Deals (https://forums.macresource.com/forumdisplay.php?fid=3)
+--- Thread: How does a company gauge the effectiveness of a billboard? (/showthread.php?tid=127908)

Pages: 1 2


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. Smile


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.