As Darwin said, it’s not the strongest who survive, but those most adaptable to change. And oh my, has OOH advertising adapted. What was once a static form of marketing has leveled up, becoming one of the most viral forms of advertising.Today, OOH (out-of-home) advertising goes beyond what digital can do, offering mobile retargeting, precise demographic targeting, and the ability to create real-life experiences that make your campaign more dynamic than ever.
With so much data at your fingertips, the big question remains: How do key metrics, like impressions, translate into actionable insights that drive revenue? Let’s break it down into categories to help you measure and evaluate the effectiveness of your Blip campaign.
1. Brand Awareness & Reach
One of the most common ways to measure the success of any marketing campaign is by assessing how much awareness it generates. In the context of your Blip campaign, awareness and reach can be measured through several key performance indicators (KPIs), including Blips, impressions, and CPM.
- Blips: This is a direct measure of how many times your ad was shown. More Blips generally mean more exposure to your target audience, increasing brand visibility.
- Impressions: Impressions show how many people saw your ad. The more impressions, the more people have been exposed to your brand, giving you insight into the campaign’s reach.
- CPM (Cost per Thousand Views): This metric helps you understand how much you’re paying to reach 1,000 people. CPM is valuable for comparing the effectiveness of Blip with other advertising platforms in terms of cost-efficiency.
These metrics are the foundation of brand awareness. However, they only tell part of the story. While it’s great to know how often your ad was seen, the next step is understanding how the audience feels about your brand after seeing your ad.
2. Direct Engagement Through Targeted Actions
A key component of a successful billboard campaign is ensuring your audience takes action after seeing your ad. By using an alias phone number or a dedicated website URL, you can drive engagement and track your campaign’s effectiveness.
- What to Measure
- Alias Phone Number: a unique phone number specifically for your campaign to track direct response.
- Dedicated Website URL: a campaign-specific URL that is easy to remember and closely resembles your main website (e.g., if your regular site is www.acme.com, use www.acme2024.com or www.acmeoffers.com).
How to measure:
Count the number of calls received on the alias number to evaluate engagement. Ensure your team has the bandwidth to handle incoming calls during the campaign’s run. For the website, ensure the landing page is optimized for conversions, with clear CTAs directing users to take the desired action.
3. Brand Sentiment Analysis
Brand sentiment refers to the tone of customer feedback and their emotional response to your brand. It’s an important metric because it shows how people feel about your brand after they’ve encountered your messaging. With Blip, measuring brand sentiment can be easily done by leveraging social listening tools.
What to measure:
- Positive, neutral, or negative sentiment surrounding your brand.
- Audience reactions to your campaign’s message and overall tone.
How to measure:
Use social listening tools like Hootsuite, Brandwatch, or Sprout Social to monitor social media channels for mentions of your brand. These tools allow you to track how people are reacting to your ad and whether the sentiment is positive or negative. A sudden uptick in positive comments or shares can signal that your campaign is resonating well with your audience.
4. Pre- and Post-Campaign Surveys
To really gauge how your Blip campaign has impacted your audience, consider conducting pre- and post-campaign surveys. These surveys will help you compare the audience’s awareness and perception of your brand before and after the campaign.
What to measure:
- Brand awareness
- Brand favorability
- Purchase intent
- Emotional connection to the brand
How to measure:
Before the campaign, survey a sample of your target audience about their knowledge and perception of your brand. After the campaign, survey them again and compare the results. Have you seen an increase in brand favorability or purchase intent? Has their emotional connection to your brand grown stronger? This approach provides direct insights into how well your Blip campaign is driving results.
5. Store Visits
If your goal is to drive foot traffic to a physical location, you can measure the effectiveness of your Blip campaign by tracking the number of store visits.
What to Measure:
- Store visits
- POS Data
How to measure:
Use a coupon or offer tracking or a promotion exclusive to those who saw your Blip ad. Track the number of people who redeem the offer to measure the campaign’s impact on store visits. In addition, monitor your sales data and look for patterns that align with the timing and location of your Blip ad. A spike in sales during the campaign’s run could indicate the effectiveness of your OOH marketing.
Mastering Metrics to Get Better Results
Measuring your billboard campaign’s success doesn’t have to be all spreadsheets and stats—it’s about seeing your big ideas come to life and connecting with real people. By keeping an eye on the right metrics and tweaking your strategy along the way, you’ll turn heads, spark conversations, and make your mark in 2025. Let your billboards do the talking and watch the results roll in!
