There are very few places left where people go and they are not exposed to commercial messages. Out-of-home (OOH) advertising is seen everywhere. Other than word of mouth, out of home advertising is the oldest form of advertising and continues to be extremely effective.
But the major question every marketer faces in his/her marketing career is evaluating impact of an Outdoor Advertising campaign.
LET US FIRST ANALYZE THE PROBLEMS ASSOCIATED WITH MEASURING OOH EFFECTIVENESS
Out-of-home advertising is a good advertising tool to strengthen brand image and create a top of the mind recall in your target group. However, following problems exist with measuring its effectiveness :
Consumers see many OOH campaigns when they are on the go, making it difficult to define what percentage of the audience is actually exposed to the advertisement.
Moreover, OOH generally exists with other forms of advertising, making it difficult to isolate its effects in recall and awareness studies.
People can misidentify where they have seen the advertising even when outdoor is the only medium used.
Despite these caveats, there exists a number of studies that examine out-of-home media’s effectiveness and the findings suggest that outdoor media is certainly vital but one of the most underrated channels for marketing communication.
MEASURING OOH MEDIA’S EFFECTIVENESS
THE PRE-POST SCENARIO
The easiest and the most common way of measuring OOH responsiveness is to test the results before and after the campaign, mainly in terms of sales. This works very well where the focus is on a specific end result, like a Sales promotion campaign.
This is a simple and widely tested method where OOH becomes part of the brand track study. Here OOH is measured in terms of being a medium of recall for the brand, its ability to induce recall across its various formats as well as its ability to deliver creative cut-through both in terms of brand and execution elements.
THE DELTA EFFECT
Here one can measure the influence of OOH by observing incremental behavior. However, for this, one factor (like TV or distribution) needs to be constant and deemed significant. Then one can look at incremental sales that are derived from using OOH. For example, sales increased by 3 percent as a result of using OOH all other things being the same.
COVERAGE DISTANCE AND TRAFFIC DATA
The only numbers that need to be measured with billboards is the road or foot traffic that will have a clear vantage point of that billboard at any given time. In case of Mobile advertisement campaign, Km coverage of your advertisement also serves as a stepping-stone for ROI calculation of campaign. Any decent outdoor advertising company can readily provide such information on their properties/entities.
Advertisers can achieve high ROI by limiting an outdoor advertising campaign to a single sales event over a certain period.
COUPON CODES, BONUS, PHONE NUMBER
The advertiser can also run a coupon code related to a specific deal or mention the bonus or Specific Contact number and can calculate the impact of OOH advertising.
There is no one size fits all approach. Each approach has its pros and cons and it all depends on the nature of the category under consideration and the availability of data. The point to note here is that it is possible to evaluate the impact of OOH Media if not conclusively, but certainly directionally.