Does Billboard Advertising Work?
On my way to New York City a few times, I would drive by and see one of Gary Vaynerchuk’s billboards for his Wine Library TV web site. The first time I saw it, I was pretty amazed. I then saw the ad a few more times in different spot over the next few months.
Last Friday I went to a New Jersey Nets vs. Orlando Magic Basketball game, and as we pulled into the parking lot, I saw a huge billboard for Gary’s new book, “Crush It“. I couldn’t beleive he had another billboard… and even more on the odds of seeing it at the stadium parking lot.
I’ve always wondered how well billboard advertising works. In most cases, you really can’t track the conversions, actually impressions and the ROI, unless you setup a separate url or phone number to take orders. What’s really dumb, is on the way home we saw a billboard with a URL on it, then I looked it up… and it went to a dead site with a script error.
In Gary’s ad specifically, some questions to ponder are… how many people know Gary Vaynerchuk, how many will visit the site, and actually go on to order the book?
In an upcoming post, I will interview Gary Vaynerchuk about all of these questions, and how much he actually pays to place these billboards in high traffic locations… and most importantly, IF THEY REALLY WORK!
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