When it comes to advertising, it’s a numbers game: analytics aren’t just for the analytically-minded. No matter the ad – whether it’s plain as rain or designed with such precision it’s described as “Monet-like” by those passing by – the only things that matters is whether it performs.

Online, this is easy to track – we can see how many people clicked a certain link, for instance. But, for out-of-home advertising, the numbers aren’t as readily available. So, how are these measured?

OOH advertising considers psychographics and more when measuring an ad’s performance. More specifically, it looks at certain metrics, including:

Demographics: To obtain demographic information, surveys and censuses are utilized. This information tells the advertiser if they’re reaching their target audience.

Contact Zones: Contact zones speak to visibility – they calculate the distance the ad is first visible, how fast the traffic moves past it, and the amount of time someone lingers near it. All of this works to determine the odds of someone noticing the ad long enough for it to matter.

Digital trails: Just because something is offline, that doesn’t mean we can’t create an online trail. One way to do this is to advertise links, promo codes, social media accounts, and online discounts. When you link specific advertisements to specific billboards, you can tell if your ad is eliciting action.

Measuring Outdoor Advertising Impressions

Impressions: Impressions are an important factor in any ad campaign – they give you the potential number of people who can see your ad. In OOH advertising, impressions are figured by estimating the amount of foot and car traffic that passes by on any given day. An ad in the heart of the city would be high in impressions, whereas one plastered outside a rural bus stop would not.

So, there you have it: you can track analytics even when you don’t advertise online (not that we don’t need the internet – seriously, Al Gore, thank you for inventing it).

If you’re interested in billboard advertising or other types, we can help feel free our site at www.TheAdFocus.com or contact us today!