When presenting a package of billboards to a client, we will from time to time hear the response, “That board is in a bad neighborhood. Why would we want our message there?” Our answer is nearly always the same, “It’s not the neighborhood; it’s the traffic.

The nature of outdoor advertising measurement is the vehicle traffic that passes your board. The location can be in a ‘bad’ neighborhood, but if the traffic that drives by the unit comprises a desirable audience, then your investment is well-made.

 Here is a real-life scenario we often use to demonstrate this fact. We had a client in Wilson, NC, to whom we presented a couple of billboards from which to choose.  In this map, you can see the locations of the client’s store and the two billboard options. One of the boards (panel 707) was located in an affluent area considered by the client to be very desirable for their promotion. The other (panel 5565) was in what they considered to be a ‘bad neighborhood’. The client had very little experience buying outdoor so it was their personal understanding, experience and knowledge of the market that formed their opinion of which board was the best option.  However, when we took a closer look at the available industry tracking data for the two boards offered to this client, we found that the opinion the client had formed did not offer the best guidance regarding their decision about which board to choose. 

 The actual data sheets used for these panels are provided at the bottom of this article. Based on the weekly impressions (the number of people that actually see the boards) and household income reports, the data shows us that in an average week, Panel 707 reaches 5,691 adults making $50,000 or more per year in household income. During that same time period, Panel 5565 reaches 19,340 adults earning the same income. Thus for the exact same investment, Panel 5565 will reach 3.39 times more people making $50,000 or more per year, than panel 707.  Even though it was previously considered by the client to be the inferior option, Panel 5565 proved hands-down to be the better investment.

 In a separate scenario, another client of ours in Pennsylvania said she had to have a board on the road in front of her home, several miles from her store. Her reason was that it seemed the traffic was always backed up there; to her that translated to more impressions and a more effective campaign. What she did not realize was that only 15,000 cars a day drive that road and for the same investment she can reach 70,000 cars a day on a billboard two miles away on an adjacent highway.

 The lesson in both scenarios:  It’s not the neighborhood, it’s the traffic!

 Sometimes our personal experiences can get in the way of making the best advertising decisions. At Phase III we run into this on a regular basis. Are our personal experiences always wrong? No, but the numbers are almost always right. We at Phase III analyze the data and recommend the most effective use of your investment.  Allow us the opportunity to put our 25+ years of experience and our tools to work for you.

Here is the basic industry data for Panel 707:

Here is the basic industry data for panel 5565: