Are You Measuring the Right Things with Your OOH Campaign?
One of the best parts about out of home media is that there are plenty of ways to measure return on investment or effectiveness of a campaign. Depending on the goals of an advertisement, these measured elements can vary. So, what are the most common and impactful ways to measure your OOH campaign? Here are a few examples, and how Soofa Signs can help you measure success.
Impressions: How Many People Walk by an Advertisement
Most OOH platforms allow brands to measure impressions, or the number of people that walk by an advertisement at a given time. For Soofa, this is done with Geopath technology which senses when people walk by one of our signs.
Impressions are a very effective way to measure how campaigns are doing since it gives an estimated number of how many people are actually seeing a brand’s messaging, in addition to giving insight into the quality of the ad.
For example, if an ad doesn’t have a high impression count, it could be due to the location, or the type of image or messaging.
High traffic locations will often result in higher visibility of an ad, which is why Soofa Signs’ flexible installation process is important to advertisers who work with us. Soofa Signs can be installed almost anywhere, so depending on what the intended audience is for an ad campaign, advertisers have many options to choose from.
Online engagement
Another common way to measure effectiveness of OOH media is determining how online engagement changes based on the campaign.
For example, if the goal of the ad is to get more social media followers, then keeping an eye on that data is how you can measure the campaign’s success. This can also be said for increased traffic on a brand’s website, or more attention to a specific product or service that was included in the ad.
In 2020, Soofa partnered with Jack’s Abby to test out the engagement for their campaign. They prompted consumers with the messaging, “Text a Friend a Six Pack!” When someone texted the number included in the ad, it took them to the Jack’s Abby website to order a six pack.
Overall this Jack’s Abby ad resulted in 40 engagements over the course of their campaign, which gave them confidence to promote a new product in their next campaign.
Measuring effectiveness through online engagement is useful to both advertisers and cities who use Soofa Signs thanks to our online portal, SoofaTalk. With this platform, our customers can change their messaging in real time, as well as keep track of their campaign goals
Call to action statements
Some brands will often go a step further with their ads by including a specific call to action.
With call to action statements, brands are able to measure effectiveness of their campaigns based on the attention the messaging got. Examples of call to action language include “buy this product,” “come to our event,” “visit our website,” or “apply for this job now.”
In June 2022, RedBull ran a campaign with Soofa to promote their Boston diving event off the ICA Museum. They chose to advertise on Soofa Signs around the area of the event, and included the language “get tickets” to encourage people’s attendance. With their campaign effectiveness, the event had many spectators and media coverage.
Overall, no matter what you chose to measure with your OOH campaign, Soofa Signs are equipped with the technology and resources to help you get the most out of your campaign.