How to Measure Digital Truck Advertising
There are a number of traditional methods to measure Digital Truck Advertising. The first step in the process is to determine the goal of the mobile digital advertising program. These goals can differ based on the type of advertising and the overall project plan.
Goals of a mobile digital advertising program can be awareness, sales, attendance to an event, website visits, or something specific to the program or company.
Once the goals have been determined, it is important to choose the correct message route and time of the mobile digital advertising program.
How to Choose the Correct Message for Digital Mobile Truck Advertising
Messages should be specific with a definable call to action. Examples of calls to action can include: website visits, store visits, download a pdf, complete a form, newsletter sign-up, buy product or tickets, or buy online.
How to Choose the Correct Route for Digital Mobile Billboard Campaigns
Some programs look at Daily Effective Circulation (D.E.C.). D.E.C. is the average number of passersby or persons (18+ years) in cars or other vehicles, who could potentially be exposed to an advertising display or billboard for either 12 hours or 18 hours on an average day. Vehicle traffic studies can be verified by departments of transportation studies. For event promotion routes can be established in advance with traffic information used to determine peak effectiveness with messages being customized.
How to Measure Daily Effective Circulation (D.E.C.)
Impressions = GRP × Population Universe. In this case, Gross Rating Point (GRP), a standard to measure advertising impact, is treated as a percentage. So 100 GRP is equivalent to 100% of the population. Conversely, impressions ÷ population = GRP.