Yesterday Adquick co-founder Connor Burden discussed how to make effective out of home recruiting ads. Today he talks about attribution and the time and place for QR codes.
Okay, let’s talk attribution – can you break down what this looks like in action?
The foundation of OOH attribution is OOH ad exposures. We’re able to track unit-level ad exposures for both static and digital OOH ad units using mobile location data. Specifically, we create viewsheds around each ad unit in a campaign. When a consumer (or, really, when their mobile device) enters that area for a significant period of time (which is known as “dwell time”), and facing the right direction, we know they’ve been exposed to the ad.
We’re then able to connect that ad exposure to a desired outcome –– or campaign conversion event. This might be offline conversion events (like a visit to a brick-and-mortar retail location) or an online conversion event (like a website visit or app download).
Attribution analysis allows you to connect these two dots – merging ad exposure data with conversion data to understand which conversions should be attributed to (or get credit for) which ad units.
AdQuick’s attribution dashboard measures the performance of dozens of OOH campaign variables against our customer’s preferred online and offline KPIs. We can also advertise a unique phone number, SMS codes, or QR codes on the ad unit, and then track all of those hits as well.
Relatedly, many of our customers are seeing success with retargeting these OOH exposures. We can take mobile ad IDs that we know were exposed to an out-of-home ad and retarget them via banner ads on Facebook or pretty much any other website or app. If you see an out-of-home and then you see an online digital ad, there’s a higher likelihood that you’re going to convert on those other online channels.
Are QR codes relevant with ‘Help Wanted’ ads?
I think QR codes are a big opportunity for street furniture or transit ads, particularly for some of these entry-level jobs where your audience may be riding public transit. You have this captive audience who’s waiting for a bus and by putting a QR code right there, it allows someone to use their phone to directly and easily access a job description page or job application form.
One caveat is that we don’t recommend QR codes on highway advertising. But if people are waiting for the bus or walking down the street, there’s the perfect opportunity for a QR code.
What’s new at AdQuick.com?
AdQuick has had a record year with historic growth numbers, strategic partnerships, and recent awards for our products, campaigns, and company culture. In the first half of 2021 alone, bookings increased by over 396% compared to the same period in 2020 and we’ve added 222 new media partners across a diverse selection of ad formats. We also launched multiple innovative updates and new features for AdQuick Pro, AdQuick DSP and AdQuick Analytics. It’s an exciting time!
To learn more about AdQuick, please visit www.adquick.com.
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