As we head into the new year, your business has the opportunity to ramp up its interactive outdoor marketing strategy to start the new year strong. This can be achieved through outdoor advertising, including billboards and digital billboards.

Let’s take a look at three key tactics that you should keep in mind to ensure your 2024 marketing campaign is powerful.

Measure Analytics

Billboards have come a long way from being simple static displays and are now data-driven powerhouses. As such, you can leverage a variety of analytics to understand the effectiveness of your marketing efforts, allowing you to refine your strategy accordingly. 

Some metrics to measure include impressions, engagements, and conversion rates. 

Impressions give an idea of how many times your billboard is viewed, providing insight into the reach of your campaign. 

Engagements measure how many individuals might have interacted with the billboard content beyond just looking at it, helping you understand the appeal of your content and its ability to resonate with your target audience. 

Conversions, the holy grail of marketing, measure the actual impact of your advertising campaign on sales. 

By connecting the dots between these three metrics, you can measure the true return on investment of your advertising campaign.

Integrate Your Campaign

The advertising landscape is cluttered, so integrating your outdoor advertising campaign with other aspects of your marketing efforts is essential to amplify the impact and ensure a more cohesive brand narrative. 

Linking your outdoor advertising efforts to things like mobile ads, radio and TV ads, and your online ad campaign can ensure cross-channel integration that keeps your brand top of mind across various touchpoints. 

The multi-sensory approach that these different media afford can enhance brand recall, encourage more enthusiastic engagement, and increase the likelihood of conversions.

Embrace Interactivity

Interactivity is one of the most important aspects of modern marketing campaigns. Thanks to the ability to integrate your outdoor advertising campaign with a variety of online and digital tools, you can provide multiple avenues for customers to engage with your brand. 

Examples include dynamic content on digital billboards, time-sensitive promotions, and targeted messaging for certain customer groups. 

Using QR codes can provide a seamless transition from physical media, such as a billboard, to the digital realm and encourage audience interaction. This allows audiences to gain access to exclusive content like promotions or navigation to the nearest store. 

You could also include things like social media tags that allow passive viewers to become active participants in your brand’s narrative.

To take advantage of interactive outdoor marketing opportunities in 2024, contact us at Face First Media today. We have a variety of billboards and digital billboards available that you can use to boost your brand’s reach.

Here at Face First Media, we offer the latest in LED and digital billboards to boost your advertising campaign and take it into the future.

Luckily, there are some helpful metrics available with digital out-of-home ads that can assist you in evaluating the effectiveness of your digital billboard advertising campaign.

Impressions

The first thing you need to know is how many times your ad is being displayed on the digital billboard, either per hour or per day. This crucial metric is essential for understanding how far and wide the reach of your ad is and what kind of exposure your campaign is getting. 

One of the most obvious ways of measuring impressions is to determine simply how many times the ad was displayed in a given time period. 

However, additional technologies can be used to provide more insight. For example, some digital billboards have sensors or cameras equipped to estimate the number of passersby. 

Engagement Rate

Engagement is a crucial metric because it measures the level of interaction with the ad and can help you determine how well the audience is connecting with the content that you’re putting out. 

Various engagement actions can be included in your ad campaign to assist with this, such as asking your audience to scan a QR code, text a keyword to a unique number, use a dedicated hashtag on social media, or call a unique phone number. 

By incorporating these types of trackable elements into your ad, you can more accurately measure the level of engagement to determine how well the audience connects with what you’re putting out. 

Conversion Rate

Engagement is good, but conversions are really what you’re after. This means that you’ve managed to convince your core audience to take the desired action after seeing the ad. Usually, this kind of action would involve making a purchase, but it could also be something like redeeming a coupon. 

Like with engagement, conversions can be tracked using attribution models to connect sales to the billboard campaign. These could be things like calling custom phone numbers, using QR codes, or visiting unique URLs, so that you can determine which sales can be attributed to the digital billboard campaign. 

The important thing is to integrate this with other analytical tools from various sources, such as website analytics, point of sale systems, coupon redemption tracking, and more.

To gain access to the latest technology in digital out-of-home ads, contact us at Face First Media. We offer high-tech LED and digital billboards that can boost your brand’s visibility and yield a strong return on investment.