Although digital marketing is all the rage these days, offline marketing and traditional advertising media are still forces to be reckoned with.
According to Mikhael Marchenko, CEO and co-founder of StickerRide, “The Out-Of-Home (OOH) advertising market in the United States is $7.3 billion and growing.” He goes on to state that, “consumers have multiple encounters with OOH advertising every day, so for brands it is important to target in order to receive nationwide coverage and to increase brand awareness.”
Billboards are still one of the most common traditional methods to advertise a product or service.
Billboards have only been around for about 150 years (having their origins in circus sideshows like P.T. Barnum's “The Greatest Show on Earth”), first appearing in the United States and then quickly spreading like wildfire across all corners of the globe.
Now it's hard to imagine a world without them.
Marketers since the early 1920s have predicted the inevitable death of billboard advertisements - first with the appearance of radio, then decrying their soon-to-be waning popularity as television took hold, and then again with the advent of the Internet and the tech revolution.
The billboard ad spend market is actually increasing in revenue, with projections for billboard advertisements to have grown 3% from 2017 to 2018. Out-Of-Home market (billboards represent 66% of OOH market) noticed consecutive growth for the past few years and a 35% increase in advertisement spend since 2010.
Moreover, billboards are expected to rise to a $33.5 billion industry by 2021.
Is it worth it?
It seems like a lot, but when looking at CPM index (Cost Per Mille - the cost for every 1,000 people who see the ad), it turns out that the average CPM ad cost for billboards equals about $5.22.
Only radio ads are cheaper...
With RealEye.io, you can conduct your research before placing a billboard, and get all the KPIs and results you need (even as soon as the next business day) using our online eye-tracking technology. Just upload your creations and we'll send you actionable insights and engagement results provided by panelists from all over the world.
Eye-tracking enables you to learn first-hand what people see, how fast they are noticing the elements displayed, and what “catches” their attention the most.
RealEye engine for billboards in action
Those are key factors to implementing a data-driven, ROI-centered OOH marketing plan, particularly in advertising and UX/CRO markets.
The more attention the product gets, the more successful it becomes.
With RealEye eye-tracking you can check how your billboard performs compared to others.
So, how exactly does this work?
RealEye.io provides the possibility to check your ads in two ways:
Simply put several of your ad designs (vertical or horizontal), and have actionable, data-driven results from your eye-tracking system even by the next working day.
Several groups of independent panelists will see a different combination of your designs put in different placements. Every image will be displayed for exactly 4 seconds.
The received data is taken from an AOI (Area of Interest) of every billboard in every placement, resulting in the final score based on the equation below.
Score from every placement is averaged and presented as a percentage score in scale between the best and the worst billboard score in the current base.
Let's see how it works with 3 examples.
Here we have 3 ads: Samsung S10, Victoria's Secret and KCHC, a healthcare marketplace insurance company.
They were put in 3 different public placements, so 9 combinations were available, resulting in 3 tests altogether. Every one of them was then shown to another group of panelists.
You can see the results below:
Ad scores in every placement and summed up Attention Score
What do all these numbers mean?
Let's have a look at the Samsung ad on highway placement.
The score is 0.41 which gives a 63% scale from worst to best performing score for ads in this particular placement.
But summing up all scores for this billboard, we can say that the average score is 0.57, which gives it 67% in comparison to the other ads.
You can say that this ad is better than average.
An iPhone ad gained an average score (attention score) equal to 0.7, so 83% in comparison with the others.
Thus, we can conclude it's a very good ad.
There is one more thing that you may want to find out about your billboard - is the attention, that your design grabs, distributed in a way you wanted?
With RealEye it's now possible to analyze.
Let's see how it works on an example.
Here's an iPhone ad. Let's assume the designer wanted the brand name to catch 10% of viewers attention, sentence “Brilliant. In every way.” 30% and the visual 60%.
Then we can test our hypothesis by measuring the actual attention using eye-tracking data. The attention is expressed as an exposure time, which is a percentage of a total time that viewers spent looking at chosen area.
A design score informs how close to assumed attention distribution is tested design. In this case the visual part was noticed as planned (60% vs. 66%, claim “Brilliant. In every way” got ~12ppt less attention than expected and the brand got only 3% of attention while the desired level was on 10%.
Potential improvements: brand and claim visibility should be improved by making it bigger
The OOH market is a huge and still growing market. Looking at the CPM index, it's almost the cheapest way to advertise your product.
But instead of getting less-than-stellar feedback about how your ad design performs, you can simply A/B test your designs and compare them with others in our global database before putting your billboards up live.
Also, you can test if your ad design fulfills your assumptions
RealEye enables you to check your designs and billboard ad campaigns:
So, what are you waiting for?
Send us your contact details and one of our representatives will be in touch with you shortly about how to get started with our innovative, eye-tracking technology.
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For in-depth analysis of webcam eye-tracking accuracy check the following articles:
Either your own participants or RealEye testers. You can invite your users or panel and share the study with them using a participation link. All they need to have is a laptop/PC with a webcam.
We also have a network of panelists from all around the world - mainly from the UK and the US. Randomly picked users can be assigned to your task. They are called RealEye testers. We will not show them your stimuli before the test starts, so their interaction will be natural.