城市户外广告的效果如何衡量?
** Cityscape Outdoor Advertising Effect Measurement**
1. Reach:
- Number of people exposed to the ad.
- Measured through footfall counts, surveys, or digital analytics.
2. Recall:
- Percentage of people who see and remember the ad.
- Can be estimated through eye-tracking technology or recall surveys.
3. Awareness:
- Level of recognition and awareness of the brand or product.
- Measured through awareness surveys, social media mentions, or brand mentions.
4. Engagement:
- Time spent on the ad, impressions per visit, or click-through rates.
- Indicates how interested viewers are in the ad.
5. Conversion:
- Number of people who take a desired action after seeing the ad, such as making a purchase, signing up for a newsletter, or visiting a website.
- Can be measured through website analytics, lead generation forms, or sales data.
6. Cost per thousand impressions (CPM):
- The amount spent per 1,000 impressions of the ad.
- Can be calculated by dividing the total cost by the number of impressions.
7. Cost per click (CPC):
- The amount spent per click on the ad.
- Can be calculated by dividing the total cost by the number of clicks.
8. Return on investment (ROI):
- The total return from the ad divided by the cost.
- Can be calculated by considering both the CPM and CPC.
9. Brand awareness:
- Change in brand recognition or perception among the target audience.
- Can be measured through surveys, focus groups, or social media sentiment analysis.
10. Competitive analysis:
- Comparison of the ad's performance to industry benchmarks and competitors.
- Can be measured through industry reports, advertising awards, or competitor analysis tools.