Direct Response

Billboards Do Direct Response Too

You may have heard that Billboards don't or even can't generate direct response, but this simply isn't true.  The fact is that Billobards are HIGHLY EFFECTIVE at generating direct response, and Arbitron's 2009 National In-Car Study proves it once again:

• 50% of respondants reported visiting a Store after seeing it on a billboard
• 58% reported visiting a restaurant after seeing it on a billboard
• 26% noted a phone number they saw on a billboard
• 28% noted a web address they saw on a billboard
• 44% learned about or remembered to listen to a Radio station
• 33% learned about or were reminded to watch a TV program

The above statistics bear out that Billboards generate direct response. So why the controversy? We believe what often gets confused is the difference between Direct Response - what every advertiser ultimately desires - and Measurable Response - the ability to gauge how many people have responded favorably to a particular advertisement, campaign or medium.

In some situations it is absolutely necessary to quantify response and gauge effectiveness in an isolated and deterministic way. In such cases a simple Call To Action, or "hook," must be added to the Billboard Advertisement and combined with one or more easy to implement measurement tools that allow the response rate to be measured and quantified.

What is a "hook"? Simply put, a hook is anything on the Billboard - either visual imagery or copy - that catches the attention of the audience and prompts urgent action. For example, "Free Teeth Whitening" or "Come In For A Free Dessert" are intended to catch attention and interest while urgency is easily conveyed with statements such as "for the first hundred to come in" or "good while supplies last".

How is response measured with Outdoor Media? There are several easy and inexpensive ways to gauge response:

• SMS Textback - Prompt consumers to text a short keyword from their phone which generates a text message back containing redeemable incentives. The advertiser can review the logs of each text to verify response rate.
• 800 Number - Easily set-up a designated redirect number to track the number and the time of day in which calls are generated by the Mobile Billboard.
• Domain / Splash Page - Create a splash page at an inexpensive domain which redirects to your site to measure the response to the Mobile Billboard campaign.
• Photo Coupons - Prompt consumers to simply photograph your Mobile Billboard and bring it to the store for special discounts. These are easy to share with friends too.

Each of these provide a simple and straightforward way to add measureable response to Mobile Advertising.