Outdoor Poster Campaign: Measuring ROI in Billboard Advertising

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This is an example of a successful outdoor billboard campaign and how to measure ROI.

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  • With QR Codes, Call Analytics, Coupons, etc. now we can connect a billboard with internet and interactive marketing. Please see my article for more argument on this: http://www.bluelinerny.com/blog/turn-billboard-into-interactive-marketing-campaign-measure-roi.php
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Outdoor Poster Campaign: Measuring ROI in Billboard Advertising

  1. 1. March, 2010<br />Outdoor Poster CampaignMeasuring ROI in Billboard Advertising<br />
  2. 2. Honda Market Master Report<br />Sales of certain models below expected in certain area of assigned ASA (Area of Statistical Analysis)<br />Models: Accord, Civic, Odyssey<br />Area for improvement: Lehigh Valley, PA<br />High In-Sell from competing Honda dealership<br />In-Sell: Sales into another dealer’s ASA<br />Problems<br />
  3. 3. Strategy: <br /><ul><li>10 Posters,1 2-Week campaign (March & April)
  4. 4. Requested different panel locations in March and April
  5. 5. Taking advantage of overlap posting time2</li></ul>Target: <br /><ul><li>In-town drivers in areas of Easton, Bethlehem, & Allentown, PA</li></ul>Message: <br /><ul><li>Competitive lease pricing on Honda target models</li></ul> 1 Posters: 20-ft wide billboards located in urban & suburban areas<br /> 2Due to business relationship, each poster remains posted for an additional 14 days, on average<br />Solution: Outdoor Campaign<br />
  6. 6. Poster Location Map & Exposure<br />Average Poster DEC*: 12,530<br />Total Daily Views: 125,300<br />Total Campaign Views: 1.75 M<br />(not including “bonus” posting period)<br />* Daily Effective Circulation<br />
  7. 7. Creative: Honda Civic<br />
  8. 8. Creative: Honda Accord<br />
  9. 9. Creative: Honda Odyssey<br />
  10. 10. Auto Sales (March, 2010): Record month (New + Used)<br />Method – Post-Purchase Survey:<br />n=68 surveys returned (189 cars sold in March, 36% response)<br />Purchasers indicating they came in because of posters:<br />3 cars (4.41% of surveys)<br />Estimated portion of total sales: <br />189 sold x 4.41% = 8 cars3<br />3Limitations: Estimate does not take into account:<br /> - Service & Parts revenue attributable to posters<br /> - Outdoor ads as a subconscious branding & awareness tool (influencing future behavior)<br /> - Outdoor as one component of overall advertising causing purchase (not indicated on surveys)<br />Campaign Response<br />
  11. 11. Gross Profit:<br />8 cars x $3,0004 = $24,000<br />Costs: <br />$5,000 (10 Posters) + $693 (Production) = $5,693<br />Net Profit: <br />$24,000 - $5,693 = $18,307<br />322% Return (1-month return)<br />4Conservative estimate for average profit across new & used vehicles<br />Campaign Return<br />

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