This is an example of a successful outdoor billboard campaign and how to measure ROI.

1. March, 2010 Outdoor Poster CampaignMeasuring ROI in Billboard Advertising

2. Honda Market Master Report Sales of certain models below expected in certain area of assigned ASA (Area of Statistical Analysis) Models: Accord, Civic, Odyssey Area for improvement: Lehigh Valley, PA High In-Sell from competing Honda dealership In-Sell: Sales into another dealer’s ASA Problems

4. Requested different panel locations in March and April

6. Poster Location Map & Exposure Average Poster DEC*: 12,530 Total Daily Views: 125,300 Total Campaign Views: 1.75 M (not including “bonus” posting period) * Daily Effective Circulation

7. Creative: Honda Civic

8. Creative: Honda Accord

9. Creative: Honda Odyssey

10. Auto Sales (March, 2010): Record month (New + Used) Method – Post-Purchase Survey: n=68 surveys returned (189 cars sold in March, 36% response) Purchasers indicating they came in because of posters: 3 cars (4.41% of surveys) Estimated portion of total sales: 189 sold x 4.41% = 8 cars3 3Limitations: Estimate does not take into account: - Service & Parts revenue attributable to posters - Outdoor ads as a subconscious branding & awareness tool (influencing future behavior) - Outdoor as one component of overall advertising causing purchase (not indicated on surveys) Campaign Response

11. Gross Profit: 8 cars x $3,0004 = $24,000 Costs: $5,000 (10 Posters) + $693 (Production) = $5,693 Net Profit: $24,000 - $5,693 = $18,307 322% Return (1-month return) 4Conservative estimate for average profit across new & used vehicles Campaign Return