Why i hate such outdoor ads , and why marketers are wrong if do not use data.

I had a lot of meetings with different companies and the biggest question which they were asking-"Why do you guys think that people look at your 21inch screens more than billboards? Billboards have bigger size and potential more people will at my ads."

I love such questions, because it shows that markers confuse the size with efficiency. And i can show them how Murmur is measuring impressions and views.

What do you think how many people look at this gigantic outdoor ad?

Comment below your guesses)))

Marketers were telling me that daily at least 100,000 people see this billboard. I accepted their answers and asked- "How do you know? How did you measure it?" . (Simple questions, right?)

They told that they had a person who was counting people on street for 1 hours and based on that number they multiplied numbers to 8 hours.

Does this method sound right to you? For me it is a bullshit.

To proof that Murmur is better and we use modern technology to measure campaign performance i went and started testing their hypothesis.

Here is how our Murmur backpacks look like and we use Computer Vision and sensors (Eye tracking) to measure impressions and views.

Here is our patent pending hardware and software to measure. Inside our backpacks we have various sensors to make our technology working.

We use Computer Vision to differ audiences by gender, age, behavior and eye tracking to measure impressions and views.

We are measuring impressions & views withing 1 meter distance. In this case we get 95% data accuracy. If the distance of object and our screens is far for 2 -4 meters we get only 75% data accuracy. Which is still good but not acceptable for us.

I took Murmur backpack and where those billboards are located.

Here is a picture to show you how big and tall is this billboard.

I spent 3 hours there by measuring how many people pass by and how many of them look at this ad.

Results were quite interesting: Within 3 hours our sensors measured 6000 pedestrians and 20,000 cars passing by.

Our Eye tracking software showed that out of 6000 pedestrians only 2% actually noticed this billboard and out of 20,000 cars only 10% noticed billboards.

So in total we get in total we get only 2120 people noticed billboards (lets count them as impressions) and even if we will multiple those numbers to 8 hours we will have 16960 impressions but not 100,00 like they were telling me.

they did not believe me and told that my software is not working correct and i suggested them to ask people and see.

We asked 30 pedestrians and 20 drivers and all of them were telling that even never thought that their is billboards and it is too high.

One answer made me laugh a lot."To see this ad i should break my neck. It is to high, but this backpack ad is right in front of me . "

Drivers were telling that do not look on sides because more focused on roads and this billboard is to high.

When you assume that your ad will be viewed by 100,000 people on daily based you are building wrong marketing KPIs and results will be look so pity.

the best performing Outdoor ads should to be close to people and have the same high like a human.