Brands advertise for various reasons. It could be to increase brand visibility, introduce a new product, increase sales volumes, or to educate consumers. Brands, therefore, have a keen interest in the effectiveness and performance of each advertisement put up. The feedback helps determine whether there is a return of investments on the amount invested in the ad.
However, unlike in online advertisement where the correlation between clicks and conversion is a conclusive determination of conversion lift and attribution of an ad, the same yardstick does not apply in offline ads due to the inability to click on them.
The difficulty in measuring brand uplift resulting from Out-Of-Home (OOH) advertisements because of their lacking clicks button does not mean they do not work. Offline ads also lead to a high number of post-view conversions, especially in stores around the advertisement.
Brands circumvent the difficulty in assessing the impact of an OOH advertisement by devising creative methods day in day out to help determine to absolute accuracy the effectiveness of any offline ad. The two recent ways designed are;
Inclusion of call to actions in the advertisement.
In this case, a brand includes a statement in the outdoor advertisement that requires the viewer to carry out a specific task and get a reward. It could be an instruction to the viewer to send an email, like a particular page on social media or send a text message to a specific short code number at an identified time or within prescribed timelines and benefit from offers such as discounts, gifts or a free ticket to a popular event.
Even though not all who view the advertisement responds to the call to action, the brand is assured that those who take the steps interacted with the advert. The brand can, therefore, to a sure accuracy tell the impact and conversion rate of the said advertisement based on the number of those who claim the incentives.
Use of geolocation data.
Geolocation data best work with billboard advertisements. The brand pings the viewer’s phone to the position of the billboard advertisement. The brand, therefore, can know who has passed and stopped by their advert if their location is on.
The shortcoming of use geolocation data to access the effectiveness of an OOH advertisement is that it heavily rely on the viewer possessing a smartphone with the location on while in interaction with the ad.