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.