A local business had been running the same billboard for years, investing in the placement without a clear understanding of its performance. When the renewal period approached, the question shifted from “Should we update the design?” to “Is the billboard still worth the cost?” . To answer that, the decision needed to be rooted in data—not assumptions.
Using the business’s retention and membership system, the campaign was evaluated by tracing the full customer journey tied to the billboard’s text-to-redeem code. This included identifying how many people initially texted the code, how many redeemed the associated offer, and how many returned for additional visits after the first redemption. While billboard impressions can only be estimated, the downstream customer behavior provided measurable proof of impact. The analysis revealed a 4% conversion rate over the course of the year and allowed the team to estimate total revenue attributed to the campaign—ultimately validating that the billboard continued to deliver a positive return on ad spend.
With the financial justification established, attention shifted to the creative. The final artwork maintained the clarity and simplicity needed for high-visibility advertising while reinforcing the brand identity, improving overall readability, and maintaining material requirements.
This case underscores the importance of pairing traditional media with modern measurement. By analyzing real customer behavior rather than relying solely on impression estimates, the business gained clarity on the value of its investment and the confidence to renew the placement. The combination of data-backed justification and refreshed creative strengthened both the billboard’s performance and its role within the broader marketing strategy.
*Some information has been intentionally omitted or generalized due to confidentiality obligations in accordance with non-disclosure agreements from prior engagements.
