For the record, we spent $2,207.19 on the entire campaign.
Yup, seriously. Here's how that budget broke down...
S-I-M-P-L-E. Told ya.
Feel free to steal the copy. (Frankly, I'd be honored if you did)
Getting our bearings -
The top chart shows the Google search activity in the 2 counties where our digital billboards were running. The red line shows search impressions, people looking for something related to what they saw on the billboards. In this case, our search terms were:
The blue line shows actual clicks on our Google search ad.
The bottom chart tracks the delivery of our digital billboard ads, how many times they were actually delivered across the 16 billboard network, per day. Again, this was an impression program that rotated around the market, across 16 digital billboards (Budget = $2,183.50).
We knew there was a story, but also that we were going to have to go deeper to find one we could stand behind.
What we found was evidence of what we've all known in our guts, but marketers don't cash checks based on what they think. Marketers are like lawyers, they cash checks based on what they can prove.
What we can prove is that when we increased digital billboard impressions by 144.69% we saw a 330.90% increase in Google search for the search terms we outlined earlier.
The residual impact of Outdoor is what makes this so compelling. We saw the highest, sustained rates of Google search about 7 days after the heavy-up on digital billboard impressions. What this proved is what Nielsen has told us - Outdoor drives Search. Except, here is the actual data behind it.