How to Measure Billboard Advertising Effectiveness
Billboard advertising remains one of the most powerful forms of outdoor advertising LA, offering high visibility and broad reach. However, unlike digital ads, measuring the effectiveness of billboards Los Angeles can be challenging. Without click-through rates or direct engagement metrics, businesses must rely on alternative strategies to evaluate their return on investment (ROI).
In this guide, we’ll explore proven methods to measure Los Angeles billboards effectiveness, ensuring your campaigns deliver maximum impact.
1. Define Clear Campaign Objectives
Before assessing effectiveness, establish what success looks like. Common billboards LA advertising goals include:
Brand Awareness – Increasing recognition and recall.
Traffic Generation – Driving foot traffic to a store or website.
Promotional Campaigns – Boosting sales for a product or event.
Geographic Targeting – Reaching a specific local audience.
Your measurement approach will depend on these objectives.
2. Use Unique URLs and QR Codes
One of the easiest ways to track Los Angeles billboard engagement is by directing viewers to a dedicated landing page or using a QR code.
Create a short, memorable URL (e.g., YourBrand.com/BillboardDeal).
Use UTM parameters (e.g., ?source=Billboard_CityName) in digital campaigns.
Monitor traffic spikes in Google Analytics to attribute visits to the static billboard.
This method provides direct data on how many people engaged with your ad.
3. Track Phone Call Conversions
If your outdoor advertising Long Beach includes a phone number, use a call tracking solution like:
Dynamic Number Insertion (DNI) – Assigns a unique phone number to each freeway billboard.
Call Analytics Tools (e.g., CallRail, Google Call Ads) – Tracks call duration, location, and conversions.
This helps determine whether the billboards advertising Long Beach are driving leads or sales.
4. Leverage Promo Codes and Offers
Including an exclusive discount code (e.g., "BILLBOARD20") allows you to:
Track redemptions in your POS or eCommerce system.
Measure direct revenue generated from the digital billboards Los Angeles.
Compare sales before, during, and after the campaign.
This works well for retail and eCommerce brands.
5. Conduct Surveys and Brand Lift Studies
To measure brand awareness and recall:
Pre- and Post-Campaign Surveys – Ask consumers if they recognize your brand or message.
Brand Lift Studies (Google/Facebook) – Compare ad recall among exposed vs. unexposed audiences.
Focus Groups – Gather qualitative feedback on bulletin billboards effectiveness.
This helps assess long-term impact beyond immediate conversions.
6. Analyze Foot Traffic with Geofencing
Geofencing technology (via tools like Placed or Foursquare) tracks mobile device movements near your Long Beach billboards. You can:
Measure in-store visits before and after the ad runs.
Compare traffic in areas with vs. without static billboards in Los Angeles.
Integrate with Google Ads to retarget users who passed by.
This is ideal for brick-and-mortar businesses.
7. Monitor Social Media Engagement
If your Los Angeles billboard advertising encourages social interaction (e.g., hashtags, mentions), track:
Hashtag Usage (e.g., #YourBrandBillboard)
User-Generated Content (people sharing photos of your ad)
Mentions & Tags on Instagram, Twitter, and TikTok
Increased social chatter indicates strong audience engagement.
8. Compare Sales Before and After Campaign
For direct ROI measurement:
Analyze sales data during the billboard’s runtime.
Compare performance with previous periods (YoY or MoM).
Factor in external variables (seasonality, other marketing efforts).
A sustained sales lift suggests successful influence from local billboards companies.
9. Use Eye-Tracking and Visibility Studies
Advanced measurement techniques include:
Eye-Tracking Studies – How long people look at your ad.
Visibility Adjusted Impressions (VAI) – Estimates real viewership based on traffic and angle.
Dwell Time Analysis – How long drivers are exposed to the billboard.
These are often used by large advertisers and agencies.
10. Calculate Cost Per Thousand Impressions (CPM)
Since billboards Los Angeles charge based on location and visibility, compare costs using:
CPM = (Total Ad Cost ÷ Estimated Impressions) × 1,000
A lower CPM means better value.
Compare with other ad channels (digital, TV, radio).
This helps justify budget allocation.
Conclusion
While Bulletin Displays lacks the precise tracking of digital ads, combining multiple measurement strategies provides valuable insights. By using unique URLs, promo codes, call tracking, geofencing, and surveys, businesses can accurately gauge effectiveness and optimize future campaigns.
The key is to set clear goals, track engagement, and analyze data—ensuring your Los Angeles billboard advertising investment delivers real results.
Would you like help tailoring these methods to a specific industry or campaign? Let me know how I can refine this further.
Read Our Other Blogs
billboards advertising Long Beach
1. Define Clear Campaign Objectives
Before assessing effectiveness, establish what success looks like. Common billboards LA advertising goals include:
Brand Awareness – Increasing recognition and recall.
Traffic Generation – Driving foot traffic to a store or website.
Promotional Campaigns – Boosting sales for a product or event.
Geographic Targeting – Reaching a specific local audience.
Your measurement approach will depend on these objectives.
2. Use Unique URLs and QR Codes
One of the easiest ways to track Los Angeles billboard engagement is by directing viewers to a dedicated landing page or using a QR code.
Create a short, memorable URL (e.g., YourBrand.com/BillboardDeal).
Use UTM parameters (e.g., ?source=Billboard_CityName) in digital campaigns.
Monitor traffic spikes in Google Analytics to attribute visits to the static billboard.
This method provides direct data on how many people engaged with your ad.
3. Track Phone Call Conversions
If your outdoor advertising Long Beach includes a phone number, use a call tracking solution like:
Dynamic Number Insertion (DNI) – Assigns a unique phone number to each freeway billboard.
Call Analytics Tools (e.g., CallRail, Google Call Ads) – Tracks call duration, location, and conversions.
This helps determine whether the billboards advertising Long Beach are driving leads or sales.
4. Leverage Promo Codes and Offers
Including an exclusive discount code (e.g., "BILLBOARD20") allows you to:
Track redemptions in your POS or eCommerce system.
Measure direct revenue generated from the digital billboards Los Angeles.
Compare sales before, during, and after the campaign.
This works well for retail and eCommerce brands.
5. Conduct Surveys and Brand Lift Studies
To measure brand awareness and recall:
Pre- and Post-Campaign Surveys – Ask consumers if they recognize your brand or message.
Brand Lift Studies (Google/Facebook) – Compare ad recall among exposed vs. unexposed audiences.
Focus Groups – Gather qualitative feedback on bulletin billboards effectiveness.
This helps assess long-term impact beyond immediate conversions.
6. Analyze Foot Traffic with Geofencing
Geofencing technology (via tools like Placed or Foursquare) tracks mobile device movements near your Long Beach billboards. You can:
Measure in-store visits before and after the ad runs.
Compare traffic in areas with vs. without static billboards in Los Angeles.
Integrate with Google Ads to retarget users who passed by.
This is ideal for brick-and-mortar businesses.
7. Monitor Social Media Engagement
If your Los Angeles billboard advertising encourages social interaction (e.g., hashtags, mentions), track:
Hashtag Usage (e.g., #YourBrandBillboard)
User-Generated Content (people sharing photos of your ad)
Mentions & Tags on Instagram, Twitter, and TikTok
Increased social chatter indicates strong audience engagement.
8. Compare Sales Before and After Campaign
For direct ROI measurement:
Analyze sales data during the billboard’s runtime.
Compare performance with previous periods (YoY or MoM).
Factor in external variables (seasonality, other marketing efforts).
A sustained sales lift suggests successful influence from local billboards companies.
9. Use Eye-Tracking and Visibility Studies
Advanced measurement techniques include:
Eye-Tracking Studies – How long people look at your ad.
Visibility Adjusted Impressions (VAI) – Estimates real viewership based on traffic and angle.
Dwell Time Analysis – How long drivers are exposed to the billboard.
These are often used by large advertisers and agencies.
10. Calculate Cost Per Thousand Impressions (CPM)
Since billboards Los Angeles charge based on location and visibility, compare costs using:
CPM = (Total Ad Cost ÷ Estimated Impressions) × 1,000
A lower CPM means better value.
Compare with other ad channels (digital, TV, radio).
This helps justify budget allocation.
Conclusion
While Bulletin Displays lacks the precise tracking of digital ads, combining multiple measurement strategies provides valuable insights. By using unique URLs, promo codes, call tracking, geofencing, and surveys, businesses can accurately gauge effectiveness and optimize future campaigns.
The key is to set clear goals, track engagement, and analyze data—ensuring your Los Angeles billboard advertising investment delivers real results.
Would you like help tailoring these methods to a specific industry or campaign? Let me know how I can refine this further.
Read Our Other Blogs
billboards advertising Long Beach
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