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Last week, we discussed how to create a multi-channel campaign experience<\/a> using billboards, including QR codes, URLs and social media integration to connect both offline and online efforts.<\/p>\n You\u2019ve got your interactive elements on the billboard, now what? It\u2019s important to track how well your multi-channel campaign is performing.<\/p>\n Monitor increases in visitors during your billboard campaign period, especially to the specific landing pages connected to your billboard with the unique URLs that aren\u2019t promoted elsewhere. However, don\u2019t just look at visit numbers. Pay attention to engagement metrics too.<\/p>\n Lower bounce rates (visitors leaving a webpage) and higher pages-per-session from billboard traffic suggest your out-of-home ad is attracting quality visitors, not just quantity.<\/p>\n The magic of QR codes is that each one can be unique, allowing you to track exactly which billboard location is generating the most engagement. Similar to website traffic, don\u2019t just look at the number of scans, but what happens after the scan.<\/p>\n A billboard that generates fewer scans but higher post-scan engagement might be more valuable than one with lots of quick-exit scans.<\/p>\n Track how many people are using your unique, campaign-specific hashtag across different social platforms. Again, it\u2019s good to look beyond just counting mentions \u2013 analyse the quality of engagement.<\/p>\n These actions indicate deeper engagement than simple hashtag usage.<\/p>\n This means the percentage of people who take your desired action (like making a purchase or signing up for your newsletter) after engaging with your campaign.<\/p>\n This is the process of determining which marketing efforts led to customer actions.<\/p>\n Billboards and digital experiences, offline and online worlds \u2013 they seem miles apart but actually require a short bridge. When your billboard campaign syncs with your online ecosystem, you unlock valuable data that turns out-of-home marketing into a profit booster.<\/p>\n Don\u2019t hesitate to schedule a call with us<\/a> or email sales@billboardmedia.co.uk if you think you have what it takes\u2026<\/p>\n Ps. Don\u2019t forget to stay up to date with Billboard Media via our social media channels<\/a> and subscribe to our newsletter<\/a> if you want to find out information about available billboards in your area.<\/p>\n<\/div>\nHere\u2019s a simplified breakdown of how to measure the success of your billboard campaign (without getting lost in marketing jargon)<\/h2>\n
Website traffic<\/strong><\/strong><\/h3>\n
Especially useful for multiple billboards, analytics tools can provide concrete data on how many visitors came from which billboard and let you compare performance across different locations.<\/p>\n\n
QR code scans<\/strong><\/h3>\n
QR code management platforms can show you when scans happen, revealing whether your billboard gets more attention during morning commutes or evening hours.<\/p>\n\n
Hashtag usage<\/strong><\/strong><\/h3>\n
You can find out the volume and sentiment of conversations your billboard is generating.<\/p>\n\n
Conversion rate<\/strong><\/strong><\/h3>\n
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Sometimes, a billboard that drives fewer but higher-value conversions outperforms one with many small transactions.<\/li>\n<\/ul>\nAttribution<\/strong><\/strong><\/h3>\n
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\nAre you ready to start your OOH advertising campaign?<\/h2>\n