Billboard advertisers use more than simple car counts in evaluating
Planning a billboard ad campaign used to be simple. The more cars or
pedestrians passing by a particular site, the more expensive it was to rent
billboard space there.
Now, however, sophisticated research techniques are making the business
of billboards more complicated, says Marketing Toolsmagazine. Advertising
companies are finding ways to determine not just how many people see a particular
billboard, but whether these people are likely consumers of their clients'
One ad company photographs license plates of cars as they drive past
their clients' billboards. This enables the company to find out where the
drivers live and then make an educated guess about their income. Other companies
use "geodemographic clustering," which identifies neighborhoods
where consumers with desirable demographics live, work and go for entertainment,
and concentrates outdoor ads in those areas.
Techniques like these are fairly costly and, thus, not widespread. But
even without them, research suggests billboards are a good way to reach
affluent consumers. A study called The Media Audit by International Demographics
in Houston, TX, shows that heavy consumers of billboard advertising
people who drive 200 or more miles a week in their metropolitan area – are
more likely than consumers of other media to be between 25 and 54, live
in a two-income family, hold a professional or technical job and have a
household income of $100,000+.
Copyright © 1998 by Bond Communications.