How does a company gauge the effectiveness of a billboard?

[datbeme]

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[Black]

Here's what I know from researching billboard purchase:

Billboards tend to be offered by the companies that manage them in packages/tiers. They have groupings of billboards they've deemed more desirable (visible from multiple main streets/highway) and groupings of 'second tier' billboards (visible only from one street, economically depressed area.) Generally they are 'sold' in packages so there's not much focus on the effectiveness of each billboard.
The big players tend to offer not-for-profit pricing (~ 1/2 full retail but less attractive terms) and generally that's not going to include any of the top-tier locations.

[NewtonMP2100]

....check to see if it is stiff as a.......BOARD......???

[Black]

NewtonMP2100 wrote:
....check to see if it is stiff as a.......BOARD......???

http://www.youtube.com/watch?v=xXpL8XICJrc

[JoeH]

Often not possible outside gauging effect of an entire ad campaign. But there is one local billboard that the renter has a very good idea of the effectiveness of using it, he managed to damage a competing McDonald's franchise enough to buy them out. Due to an oddity in transfer of ownership 20+ years ago, the existing franchisee lost exclusivity to the area. This guy came in and built another across town. Then he rented this one billboard at a location where a main road into town forked and had it directing people to his location. His was actually farther away. Locals who knew the original was still open went there, but many went to the new one thinking it was the only in town. About 10 years later the continuing loss of some business led to the older McDonald's selling out to the new guy. Now the billboard has arrows to both locations.