Delve reposted this
I get asked all the time whether our billboard campaign actually worked and how we calculated the ROI. So here's exactly what we did: — Unfortunately, out-of-home/billboard attribution is nearly impossible. You can come up with theories, but it is fundamentally not a performance marketing channel. At the same time, billboards are also one of the most expensive marketing campaigns you'll pull. So the question becomes: how do you effectively decide how much to spend on one of your most expensive assets? — Here's how we did it at Delve. In general, you can expect a 10-15% lift in branded search from people seeing your billboards and then searching you up. And that's what we tracked. In the image below, you can see the exact spikes in our website visitors (overall website impressions in purple, clicks from Search Console in blue). Obviously, there are a bunch of compounding variables (the spike after our Series A launch, our viral doormats campaign, etc.) but all of these factors mixed in with billboards to create a significant uplift in website visitors and, consequently, demos booked. — That being said, here's my hot take from all of this: never optimize your billboard campaign for demos booked. Optimize it for word of mouth and getting your brand name out there. Did friends text you pictures of your billboards? Are team members sending photos in Slack? Are prospects bringing it up in sales calls? So lean into edgy, humorous copy. Write billboard content that's going to get people talking about you and make what you do memorable. As your name gets out there, demos will come as a byproduct.