Evaluation of advertising effectiveness is the basis for budgeting and planning expenses on marketing activities. And if everything is relatively clear with the digitalization of online tools metrics (number of visitors to the site, clicks from a promo post on social networks, CPC and CPL in contextual advertising, conversions from transitions with different UTM tags to online orders, etc.), then measuring offline formats is a rather problematic and not very accurate matter.
So how do you know if your bus advertising is working and if handing out flyers near a store is affecting sales? In this article, we’ll look at the main metrics and life hacks for assessing the marketing impact of offline channels. This doesn’t mean you ne to count everything. Our list is a guideline so that you can choose the metrics that reflect the goals of your campaign, for which you can get data, and which are suitable for your offline format.
Let’s look at the coverage
To structure the metrics, let’s go from top to bottom of the funnel: first, we count how many people saw our ad.Reach is the number of people from the target audience who could potentially see our ad. We take into account unique views. The indicator is not suitable for all formats: for example, we can more or less accurately calculate the reach when distributing leaflets on the street and provid that our promoter conscientiously distributes one leaflet per person, without throwing them in the trash can nearby. Things are a little more complicat with more mass formats, such as outdoor advertising, radio, TV.
Some outdoor advertising operators offer a service for collecting MAC addresses from smartphones, laptops and tablets that appear in the visibility zone, in order to then set up target advertising bas on the collect audience. Such multi-level points of contact with a potential client increase attention to advertising and engagement.
We are counting those interest
It is not enough to simply calculate the reach, it is also important to understand how many people are interest in your offer. And since we cannot get into people’s heads, we will try to estimate this indirectly.
For example, using the dynamics of brand queries. We look at how the number of user queries containing your brand name changes before, during and after using offline formats. You can do this using Yandex Wordstat or Google Search Console. It is worth considering that the dynamics can be affect by many factors: using different advertising formats at the same time, seasonality of demand, etc.
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Evaluation of queries will not work in at least three cases: if you have a very local brand (there is a high probability of statistical error with a small number of queries), if you are a reseller (for example, cars of the same brand can be sold by several dealers at once, using offline advertising, among other things) or the brand name is a word us in a broad sense (for example, the Rodniki Hotel or the Mechta Camp).
Measuring conversions
If you have any offline point of sale, then we look at how the traffic to the store has chang. Again, we do not forget about possible seasonality and the influence of other advertising channels.
We also look at the dynamics of traffic to the site . We pay buy job seekers database lead attention to the peak indicators for visits and visitors for organic (when they come from search engine queries) and direct traffic (when the user enters the address of your site directly in the browser).
In this case, you can see the impact of offline formats in two ways. The first is to use UTM tags. Of course, specifying a long URL with parameters in print form is not an option, but you can place a QR code to make it easier to follow the link. This method is best us in static formats where people can come closer to the ad to scan – for example, in transport, an elevator or in a city format. The second method is to use unique domains in advertising, where a landing page for a special project, a mirror of your site or even a configur rirect to the main site can be plac. We connect Yandex.Metrica and count the number of visits to such a domain.
Reachability is another metric that allows you to assess how many people who saw the ad reach your store. It is typical mainly for outdoor phone number it advertising, where the previously mention WiFi radars on advertising structures collect the MAC addresses of smartphones of everyone who was near the banner. The same radars install at points of sale will help you understand whether the person who saw your banner reach the store, whether he came for the first time or is a regular visitor.
We evaluate sales
We look at the sales dynamics before, during and after the advertising campaign. There are several ways to filter sales brought by offline advertising. The first is to offer the buyer to present a leaflet or a photo of the advertisement at the checkout to receive some kind of bonus.
“In one of my first jobs, I was involv in placing advertisements of various formats. In outdoor advertising, effectiveness was measur in different ways. For example, unique QR codes were plac on banners to see how many people would scan it on a particular visual mium. To assess the productivity of smaller formats, such as leaflets, they were collect back at points of sale, exchang for a product or a discount to see the percentage of return.”
Exploring the Impact on Reputation
The following metrics are not specific to any particular stage of the funnel, as they can impact any level of the funnel. However, they are also worth evaluating to get the most complete map of offline advertising effectiveness.
