So you’ve decided to invest in digital out-of-home ads this year, but now you’re eager to know if it’s working. What steps do you take? Evaluating an out-of-home (OOH) advertising strategy is essential to ensuring its effectiveness and return on investment. If you’ve used outdoor marketing, here are some key factors to consider when evaluating if your strategy is on the right track.
- Define Objectives & Target Audience
Begin by defining your campaign objectives. Are you aiming to increase brand awareness, drive foot traffic, or promote a specific product? This step should also include identifying your target audience. Consider demographics, location, and consumer behaviour patterns.
For example, if your target audience is mainly motorists who use a highway in a specific location, billboards will have maximum impact. Clearly outlining your goals will help you determine the success of your OOH strategy.
- Obtain Feedback On Your Message
Online surveys are a quick, easy way to gain consumer feedback on any marketing campaign, especially digital out-of-home ads. You could also try focus groups to get one-on-one input from shoppers in your target audience. This will help you evaluate the creative elements of your OOH ads.
Are they eye-catching, memorable, and aligned with your brand? Relook at the effectiveness of headlines, visuals, colours, and call-to-action statements. Then, based on the results, keep the elements that are working and swiftly change those that are problematic.
- Unique Tracking Mechanisms
One of the most efficient ways to evaluate your digital out-of-home ads is by implementing tracking mechanisms. Utilise technologies like QR codes, NFC tags, or unique phone numbers to track engagement and conversions. This data will provide insights into the success of your strategy and inform future decision-making.
For example, if you’re a high-end clothing brand targeting young shoppers to open an account, display a unique code on your digital billboard and get them to present it when signing up to quality for a discount.
- Return on Investment (ROI)
Finally, assess the ROI of your OOH advertising strategy. Calculate the cost of your campaign and compare it to the achieved results, such as increased sales, brand recognition, or website traffic. Consider the long-term effects and potential uplift in the perception of your brand that may become evident with increased purchases and social media followers.
Remember that evaluating your digital out-of-home ads strategy is an ongoing process. Face First Media can help you continuously monitor and refine your approach based on the insights gained. Get in touch with us to optimise your OOH advertising strategy and maximise its impact.
