How do I measure my billboard?

The disastrous loss of audience by Radio, TV and Newspapers that streaming and online have caused, has not been experienced by Out of Home Advertising. In fact, this sector grew by 10.3 % in 2019 and is the only traditional media that continues to do so.

But business owners want to know – How do I Measure my Billboard?

POA provides customers with numbers on Vehicles per Day travelling past our billboards – that’s the number of impressions made because we know most drivers and passengers will be noticing your billboard. They cannot miss it! But how are they interacting with your website, after they have seen your message?

Snapshotting the average existing traffic to your website before your billboard goes up and then comparing it on a month-by-month basis is a good indicator that will reflect the increased numbers of people checking you and the services you offer out. However, this also depends on what other advertising campaigns you are running and these need to be considered.

Another option is to take a look at the Branded v’s Non-Branded traffic to your website. Branded traffic is when users are entering your Business Name instead of using generic keywords to find the services you offer.

If your Out of Home advertising has the right memorable message and branding these potential new customers could be entering your Business Name into Google, instead of using a longer key word search. There are programs like SEM Rush that can measure this for you.

Increasing your Branded searches on Google can also assist in building your SEO. An increase in Branded searches for your website – makes the site more relevant. If your website ranks poorly on page 1 for the searches you need to be in front of – A Billboard will help drive traffic directly to your site, helping you get ahead of your competitors. People are going straight to your site, so they’re not seeing your competitors.

It is also important to then convert all that extra traffic, so check out the path to purchase on your website. Simple things like can they see your phone number at first glance? Is the offer front and centre?

Make it easy for them to take the action you want them to, and this will increase the number of website conversions. Consumers do not like taking that second action on a site, especially if they are searching on a mobile device.

There are benefits of Billboard advertising that cannot be measured but are no less tangible. Increasing Brand recognition and the perception of your business in the local market is extremely relevant too. Perception is Reality! This is why Australia’s biggest brands and Online media companies like Google use billboards to great effect.

Some stats! Outdoor Drives +63% Online Actions (OMA), 38% of adults interact digitally after seeing Out of Home Advertising – (Facebook).

Talk to your Paradise Outdoor Representative today to find out more.