You’ve heard me say it before (OK, you’ve read it when I’ve typed it before, but anyway…) if you can’t track and measure it, don’t do it. Metrics are so important to prove the effectiveness of any marketing campaign – metrics show you what is working (so do more of it!) what isn’t working (so stop doing it already!) and lets you prove to your higher-ups that you are doing a good job and your department deserves the budget it has.
So you can imagine my happiness that the last bastion of unmeasurable advertising – outdoor – has finally gotten its act together! And schools are taking notice. With the fight for qualified students getting tougher, many school are getting over their fear / disdain for outdoor media, including billboards, train station banners, bus ads, etc. I’ve noticed it a lot more recently, just through casual observance on my ride to work each day.

Eyes On, a new agency that provides measurement for outdoor media, can tell you how much of your audience is likely to see your advertisement and includes rich demographic and ethnographic data for the first time.

Finally, outdoor media can be brought to the table and be as credible as other forms of marketing. Instead of outdoor being used as a separate kind of media (one that can’t be measured) outdoor can now be part of the overall, strategic marketing plan and it can work in conjunction with your other marketing components.

So, go ahead, check it out. Contact outdoor rep from Titan or CBS Outdoor or Clear Channel – you know you have one that’s been calling you and trying to get an appointment – and see how the numbers can help impact your next campaign.