Measuring Out of Home ROI with Soofa Signs
A large part of the research we conduct for our customers at Soofa includes ROI. ROI stands for “return on investment,” and it’s a ratio commonly used to compare revenue to investment cost. It’s important for Soofa to measure ROI so advertisers and cities can see how their campaigns are performing. Soofa is able to help our customers calculate ROI in a number of ways to help them meet their various advertising goals.
Metrics by which Soofa helps measure ROI:
Increased revenue
Brand/Community awareness
Social media followers
Increased website traffic
Link clicks
Attendance for an event
Increased community engagement
How does Soofa measure ROI data?
One method we use to calculate ROI is through impression count. Impressions are the estimated number of people walking by a Soofa Sign while content is running. Our sensors provide real-time pedestrian data, paired with industry standard Geopath-audited impression counts. The more impressions a campaign receives, the more people are interacting with the content.
Also, Soofa Signs are the best way to guarantee pedestrian exposure since they can be installed almost anywhere, including areas with high foot traffic.
Including Interactive Elements
What makes impressions more impactful is if there are interactive elements to the campaign like links, codes, or call to action items.
For example, including QR codes or links is a great way to measure campaign effectiveness or ROI. If the campaign goal is to drive more traffic to an advertiser’s website, then including a website link in the campaign is the best way to accomplish this. The photo below is how Boston Architectural College chose to include an interactive element.
Why is ROI important?
Overall, ROI is important to consider since advertisers and cities can judge how successful their outreach efforts are with Soofa.
Additionally, being able to prove Soofa Sign effectiveness is a vital part of our growth strategy. We aim to bring positive results for the brands and cities we work with, and celebrate their success with them. Soofa’s main mission is to provide smart, social, sustainable, and successful communication efforts.
ROI data also helps Soofa understand demographics of certain neighborhoods, therefore providing better data and resources for our advertisers and cities. Check out some examples.
Brookline Bank
Soofa has worked with Brookline bank since 2019 to bring brand and community awareness to Brookline. By using Soofa sign data, they were able to adjust their branding and communication based on what pedestrians reacted well to. By taking a dual approach with the business and city in mind, Brookline Bank was able to see interesting results that benefited both. Read more about this case study here: Driving Local Engagement in Brookline
The High Museum of Art
In 2020, the High Museum of Art in Atlanta worked with Soofa to bring important messaging about COVID-19 to the surrounding community. This campaign combined advertiser and community input to reach a large, diverse audience. With the help of StreetMetrics and Soofa, the High Museum of Art collected valuable impression data, giving them insight into how many people were visiting the museum website and getting tickets. Check out the full case study here.
To find all of our case studies, click here.
Interested in learning more about what impact Soofa will have on your business or community? Email sales@soofadigital.com.