Hits and impressions are a good way to track success. MYTH.
There are two types of marketing messages. Branding (getting your name, logo, picture, etc. in front of eyeballs to raise awareness for your company) and Direct Response (marketing that compels a specific and measurable response). The billboard you see above is promoting Brand Marketing.
Brand marketing is not always bad, but the assumption made on the billboard’s message above commonly seen on a park bench, billboard, bus stop or random sign is misleading at best and a flat out lie at worst.
The assumption is since you’ve seen this sign the marketing message worked. That assumption implies a sale will follow. I’d say very rarely will a sign like this lead directly to a sale. And even if it did, it would be very difficult to prove.
For those who want to be a contrarian, if your target market is people who ride a bus and the phone number or website address call to action was specific to this ad campaign, then yes you could prove success (or failure). But that would change this ad into Direct Response .
It is vitally important to be intentional about making sure your message compels a SPECIFIC and MEASURABLE response. No matter how many eyes see, hits there are, or impressions have been made, if you can not track the results, you’re spinning your wheels…