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Measuring offline success

Aug 2nd, 2008
by Farhan.



Yahoo Ymail adds charing x

Originally uploaded by farhanlalji

We did this campaign for Ymail a couple of weeks ago here in the UK. It was pretty cool to see big Yahoo! ads in train stations. We actually do a lot of this kind of stuff through partners like Vodafone and others.

The question is how can you tell how effective an offline campaign really is? It’s totally not like network banner ads where you can measure clicks or click through rates, or SEM.

I love the brand aspect of off line campaigns and advertising. Think its great for awareness but when it comes to actual impact it’s so difficult to actually tell just what impact it had.

Any traditional marketers out there with any ideas?

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  • Farhan,

    If people are taking about your ads then it's "working". there was a bus ad that ran a few months ago all over the TTC. About a product called Obay.

    So, it was similar to your project. How did they measure it? Well, TTc got a number of calls asking who was the company advertising this? Second, discussion was rampant on online discussion boards (are they still called this?) regarding this unique advert.

    I guess the question remains whether or not this is effective in driving "sales". Some companies create unique phone numbers, emails, websites or codes which are tied to specific advertising campaigns as well.

    Hope this helps!!

    KK
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