How to Measure the Effectiveness of Outdoor Advertising
To achieve maximum results and measure the effectiveness of outdoor advertising, it's crucial to consider several key aspects, analyze them, and measure success indicators. Here’s how to approach it:
1. Define Goals and Success Metrics
The first step in measuring the effectiveness of outdoor advertising is to establish clear goals and success metrics. Key media metrics include:
– Reach: The size of the audience who has seen the advertising message at least once during a specific period. Repeat exposures are not counted.
– GRP (Gross Rating Point): The total sum of GRP across all advertising surfaces. It can be calculated for a single day or over the duration of a campaign.
– GRP Daily (Gross Rating Point Daily). The percentage of the target audience aged 18+ who had the opportunity to see the advertising surface in one day, considering multiple exposures. It is calculated as the ratio of OTS (Opportunity To See) to the base audience of 18+. For example, if the GRP of an outdoor surface in Kyiv is 0.9, it means that 0.90% of the Kyiv population aged 18+ might have been exposed to the advertisement during a day.
– OTS (Opportunity To See). The number of potential visual contacts the audience has with the advertising surface over a certain period, typically one day.
– Frequency: Indicates the average number of times one person has seen the advertising message. In outdoor advertising, this is calculated over the campaign period.
OTS (monthly) = ∑OTS (daily) х 30
Reach (daily) = GRP (daily) / Frequency
Budget (daily) = OTS (daily)
Reach (daily) = GRP (daily) / Frequency
2. Recommended Media Weight
This universal indicator helps evaluate a specific advertising campaign in absolute or relative terms:
– 100 GRP: Provides widespread presence; the advertisement will visually dominate even with average creative.
– 75 GRP: Significant pressure; can achieve visual dominance with high-quality creative.
– 50 GRP: Good level of pressure; may be effective with high-quality creative alone or in combination with other media.
– 25 GRP: Supports weight; used when combining outdoor advertising with other media elements.
Recommended media weight helps determine which media platforms are most suitable for achieving the set goals. For instance, LED screens or digital billboards might be more effective in attracting attention and building brand image.
3. Audience Reaction Analysis
To measure the effectiveness of outdoor advertising, it is necessary to analyze the reaction of the target audience. This can be done by surveying, studying social network statistics and other sources of feedback.
4. Optimization, Enhancement, and Continuous Improvement
The last but not least important aspect is the constant optimization and improvement of the effectiveness of advertising campaigns. This includes analyzing the results, making changes to the strategy and improving the advertising solutions to achieve the best results.
Measuring the effectiveness of outdoor advertising is a complex process requiring attention to detail and a systematic approach. By considering key aspects such as media placement, media planning, and creative solutions, companies can meet their marketing objectives effectively.