Asif Anwar is a Search, Social, & Internet Marketing Consultant/Specialist working in Bangladesh (In Indian Subcontinent aka South Asia). Professionally consulting and helping small businesses on Search Engine Optimization (SEO) since 2003 and actively learning about Search Marketing trends from 2001. Passionate about SEM (Search Engine Marketing), SMM (Social Media Marketing), and PPC (Pay Per Click).
Placing an advertisement on a billboard in a high traffic area will surely bring results. Measuring it however, can be a tough job. For each marketing campaign, measuring performance is crucial. Measuring the efficiency of a advertisement depends on 2 things:
For a billboard, Clickthrough Rate refers to the percentage of the desired action from impressions. Unless eye and camera tracking technology improves, it is not possible to monitor the clickthrough rate for a billboard.
However, monitoring the return on marketing investment or ROI from a billboard is very much possible - If you know your traffic sources. But, to ensure the tracking and measuring ROI of a billboard you have to turn it into an internet marketing campaign involving call to action using internet technology.
If you invest in Billboard Advertising, then you can take some initiatives to make your display more interactive while effectively measuring it’s ROI. viz.