A quick survey of the billboards on my way to work revealed some shocking and disturbing results about the return on investment of billboard ads and the failure of companies to close the circle on their advertising campaigns.
I pass 6 Large Billboards on the way to work.
Only 2 out of 6 had a web address printed on them. When I visited the sites of those 2 only 1 had any mention of what was on the billboard.
Advertising 101 tells you that an ad is a message and ultimately a "call to action." Once you’ve told people about your service or product, getting them to do something would be a logical next step. ie give them a route to action or information. 4 of these companies don’t understand that.
The web allows you to engage, entertain and educate. It is an opportunity for you to provide a deeper experience around your product or offering. 5 Of these companies don’t understand that.
Pay attention, this is the science bit
Marketers speak a lot about segmentation.
The adds were targeted at a certain segement of population. I was the target segment for one of those companies who actually printed their web address on the billboard.
However once I got to the site there was nothing to guide me towards what they wanted me to buy. I had to start from scratch and dig through their products to find what they wanted me to buy. So having segmented me through the ad, they then abandonded me and I had to segment myself for them on their website.
If you get a fish on the hook and you drag him into shallow water, you don’t let him go and expect him to jump into your basket. 6 of these companies don’t understand that.
Check out IIA Member WebKitchen.ie for more information.