![\"Measuring](\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2021\/11\/Measuring-Advertising-Effectiveness-2.jpg\")
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Sure, you can equate a sudden influx of clients to your recently implemented marketing campaign, or a downturn in lead conversion to seasonal variables, but unless you have the metrics and cold hard statistics to prove it, you can never be sure how your strategy is performing.<\/a><\/p>\n When it comes to advertising your business, you need to know the real-world effects of every decision you make, as each of these decisions is costing you money.<\/strong> So, let\u2019s take a look at the different ways of measuring advertising effectiveness, and what advertising metrics you should be using.<\/p>\n Before you can apply any advertising metrics<\/a> to your campaign, you need to ensure that it is measurable, and this is done by setting time-sensitive, advert-specific goals.<\/p>\n Objectives are everything when it comes to marketing. After all, if there is no goal to work towards, it\u2019s impossible to measure success, as success becomes irrelevant \u2013 which isn\u2019t the outlook you want to have if you\u2019re trying to grow your business.<\/p>\n Once you\u2019ve established the objective of an advertisement, you\u2019ll know what metrics to apply to measure performance.<\/p>\n These are known as key performance indicators.<\/a><\/p>\n You can think of KPIs as steps that must be taken to achieve your marketing objective.<\/a><\/p>\n For example, your overarching objective might be to drive sales of a particular product up 20% by next quarter. Therefore, a KPI to observe would be the number of visitors the product page receives after the release of the ad compared to the traffic it was logging beforehand.<\/p>\n Once you\u2019ve established a quantifiable backdrop for your advertisements, there are literally hundreds of ways to track the performance of your advertising campaign and determine whether you\u2019re pulling in an ROI. Let\u2019s take a look at some of the more commonly used metrics.<\/p>\n Reach<\/a> is quantified in different ways depending on the medium, but it always tells you the same thing. It simply refers to the total number of people exposed to your advert \u2014 the more, the merrier!<\/p>\n Frequency is the number of times each individual sees your advert. Repetition plays a huge role in memory retention, so if each person sees your ad a few times, it\u2019s definitely a good thing; however, too much exposure to the same advert will cause fatigue, and it will start to fade into the background.<\/p>\n Impressions metrics are basically a combination of reach and frequency metrics. They measure the total number of times your advert has been seen, even if by the same people.<\/p>\n How much does your advertisement cost when split between the customers it brings? If the cost per customer is less than the revenue they brought in, then your advert is, at the very least, not drawing a loss.<\/p>\n Similar to cost per customer, this metric measures how much the ad is costing you when divided across the clicks it has garnered.<\/p>\n How many people are clicking through on one of your online advertisements? If the number is exceedingly low when compared to the overall reach of the ad, it\u2019s underperforming.<\/p>\n <\/p>\n With advancements in technology, thousands of metrics have been made available to the online digital marketer, which may leave you questioning the relevance of traditional outdoor advertising<\/a>. How would you even go about measuring advertising effectiveness through the impact of a billboard or poster campaign?<\/p>\n Well, you\u2019d be surprised how quantitative this area of the marketing industry is. In fact, as your outdoor ads are mostly going to direct viewers to engage with your brand online in some form or another, it means you can use a lot of the same technologies utilized by digital marketers, to assess your outdoor advertising effectiveness.<\/p>\n Firstly, to assess how well your outdoor advertising is doing, you need to stabilize all other marketing activities. If you see an increase in interest or revenue, you need to be able to say with confidence that the outdoor roll-out is responsible for the growth.<\/p>\n Here at bMedia<\/a>, we use a state-of-the-art car tracking system in all our billboard locations to give you an accurate estimate on the probable exposure of your advertisement.<\/p>\n Just because your adverts are out in the real world, doesn\u2019t mean you can\u2019t use computers to analyze their performance. By placing a unique URL on your advertisement, you can then use an online tracker to measure how many visitors the URL receives, just by viewing your out-of-home advertising.<\/p>\n You can do a similar thing with hashtags. Assign a unique hashtag to your billboards, and monitor proliferation online across various social media platforms.<\/p>\n The same principles apply to promo codes too. Let\u2019s say that you\u2019re a watch manufacturer, and you wanted to entice customers with a modest discount. You could print, \u201cUse Promo Code WATCHTHISSPACE for 10% off\u201d on just your billboards, then measure how many customers applied the code at checkout.<\/p>\n It\u2019s quite possible that people will see your advert, get the general gist, but miss the exact wording of a promo code or hashtag. They may then respond to your ad by searching your brand online alongside phrases such as \u201cnew deal\u201d, \u201cwatch offer\u201d, or \u201cpromotion\u201d.<\/p>\n By keeping an eye out for those keywords in your online analytics, you\u2019ll have a clearer picture of how many people your outdoor advertisement is influencing.<\/p>\n Don\u2019t get us wrong \u2013 state-of-the-art analytics technology is great and all, but you could also just try asking your customers where they heard about your brand and what brought them to your site. Try this in your online contact forms, email marketing campaigns, or even social media.<\/p>\n Another way you can drum up more of an idea about reach, frequency, and impressions is to measure the movement of journeys people make in vehicles or otherwise in a certain area. This can be done by monitoring the GPS location of willing survey participants or, perhaps, asking them to write and submit a travel diary.<\/p>\n As more and more of our lives are playing out in front of screens, we\u2019ve seen a massive spike in the popularity of digital marketing, and while this is an effective means of reaching people, it\u2019s not necessarily the best way to advertise to prospective clients\/customers.<\/p>\n The constant barrage of online ads and lead acquisition emails we experience in our day-to-day lives is enough to drive anybody up the wall. Rather than enticing the viewer, they tend to cause irritation and feelings of distrust.<\/p>\n In response to this over-exposure to digital marketing mediums, the value of traditional outdoor marketing has skyrocketed, and bMedia is at the forefront of this surge in popularity.<\/p>\n When people see a bMedia billboard, they\u2019re not scrolling past it at lightning speed or distracted by a million other bits of data, they\u2019re focused on your advert and your advert alone, reading it slowly, weighing up each word, enjoying the visual accompaniment, making a mental note to investigate further once they get to where they\u2019re going.<\/p>\nAdvertising Performance Metrics<\/strong><\/h2>\n
Establishing Objectives<\/strong><\/h2>\n
Deciding on Key Performance Indicators<\/strong><\/h2>\n
Reach<\/strong><\/h3>\n
Frequency<\/strong><\/h3>\n
Impressions<\/strong><\/h3>\n
Cost Per Customer<\/strong><\/h3>\n
Cost Per Click (CPC)<\/strong><\/h3>\n
Click-Through Rate (CTR)<\/strong><\/h3>\n
Advertising Metrics: How Is the Efficacy of Out-of-Home Marketing Measured<\/strong><\/h2>\n
![\"Advertising](\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2021\/11\/Advertising-Metrics.jpg\")
<\/p>\nOne Strategy at a Time<\/strong><\/h3>\n
Traffic Data<\/strong><\/h3>\n
Landing Page Tracking<\/strong><\/h3>\n
Hashtags and Social Media Tracking<\/strong><\/h3>\n
Promo Codes<\/strong><\/h3>\n
Keyword Tracking<\/strong><\/h3>\n
Customer Surveys<\/strong><\/h3>\n
Mobility Tracking<\/strong><\/h3>\n
Outdoor Advertising Effectiveness: Why Outdoor Advertising Is Essential to the Success of Your Business<\/strong><\/h2>\n
![\"Outdoor](\"https:\/\/www.bmediagroup.com\/news\/wp-content\/uploads\/2021\/11\/Outdoor-Advertising-Effectiveness.jpg\")
<\/p>\nbMedia Can Help You Grow Your Business<\/strong><\/h2>\n