Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    data driven insights
    How Data-Driven Insights Are Addressing Gaps in Patient Communication and Equity
    8 Min Read
    pexels pavel danilyuk 8112119
    Data Analytics Is Revolutionizing Medical Credentialing
    8 Min Read
    data and seo
    Maximize SEO Success with Powerful Data Analytics Insights
    8 Min Read
    data analytics for trademark registration
    Optimizing Trademark Registration with Data Analytics
    6 Min Read
    data analytics for finding zip codes
    Unlocking Zip Code Insights with Data Analytics
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: Billboards, Brand Awareness and Big Data: What Comedy Central and Gallery Furniture Have in Common
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Big Data > Billboards, Brand Awareness and Big Data: What Comedy Central and Gallery Furniture Have in Common
Big DataBusiness Intelligence

Billboards, Brand Awareness and Big Data: What Comedy Central and Gallery Furniture Have in Common

Tracey Wallace
Tracey Wallace
6 Min Read
SHARE

When it comes to digital advertising, targeting and segmenting is easy. In fact, that’s the whole premise of online advertising to begin with. Target based on interests and demographics, segment to reach the right audience at the right time and hopefully engage them well enough that they come back time and time again. It’s about building customer lifetime value via click-throughs and brand awareness. But, what happens when you take your advertising efforts offline? 

Contents
Data-Driven Brand Awareness via BillboardsModern Marketing: Measure, Analyze, Improve

When it comes to digital advertising, targeting and segmenting is easy. In fact, that’s the whole premise of online advertising to begin with. Target based on interests and demographics, segment to reach the right audience at the right time and hopefully engage them well enough that they come back time and time again. It’s about building customer lifetime value via click-throughs and brand awareness. But, what happens when you take your advertising efforts offline? 

Traditional advertising relies on influencing the influencers, and gaining enough impressions that you can reasonably determine an ad’s spend produced sufficient ROI. As of now, there are no hard numbers to back that up, which is why so many brands put their traditional ad spend to play in areas with proven influencer viability, for instance Times Square, Hollywood or Vegas. 

Take Comedy Central, for example, which pays $500K a year for one billboard. Granted, the location of that billboard is famous, resting right above L.A’s Pink Dot delivery supermarket on Sunset Boulevard. 

More Read

Tips for Utilizing Customer Experience Data.
Other characteristics of decision-centric organizations
According to Microsoft, the fourth paradigm of science is data
4 Ways Big Data And Client Communication Technology Help Companies
Enterprises Are Leveraging the Benefits of AI-Driven ERPs

Hundreds of pictures of the changing billboard have been uploaded to the internet over the years by admiring fans of whichever show is being advertised, or so proves a quick Google search. Though, perhaps none captivated the L.A. audience as much as Comedy Central’s 2014 Emmy’s ad featuring Keegan-Michael Key and Jordan Peele.

That billboard along with a cousin ad featuring Ilana Glazer and Abbi Jacobson of Broad City got even those outside of L.A. talking. Heck, even a few digital pubs in New York City got wind of the placement and wrote up their own coverage pieces. 

  • “Emmy Billboard Mocks Donald Sterling”
  • “Key & Peele and Broad City Just Topped Every Other Emmy Billboard Ever Created”
  • “These Emmy Billboards Are Perfect”

The press buzz on the campaign alone was probably enough to justify the annual spend on the Sunset Boulevard billboard. After all, brand exposure and awareness are integral parts to any advertising campaign and this Emmy Consideration campaign certainly delivered on that. 

See, what Comedy Central is attempting to do with their Sunset billboard is simple. The brand wants to influence the influencers, and where better to do that than Hollywood? 

Data-Driven Brand Awareness via Billboards

Of course, Comedy Central isn’t the only brand looking to influence and delight potential fans. Down in Houston, a local furniture store is doing the same. 

The company’s goal was simple: keep Gallery Furniture top of mind for Houstonians when it came to where to buy furniture. A billboard issuing brand awareness, and effectively influencing the influencers, fit this need exactly. The only problem was that without an obvious location like Sunset Boulevard where furniture shoppers might naturally congregate, Gallery Furniture couldn’t exactly pinpoint where to buy the ad. 

But, big data could. Using ethically collected customer data, Gallery Furniture noticed that a large portion of their digital customers were also customers of Chick-Fil-A, and there so happened to be a Chick-Fil-A chain in town with a billboard in perfect view to customers dining there. 

Since buying the placement, sales have indeed risen. Old marketing strategies would give credence to the billboard ad spend for that uptick in ROI. Except, of course, that that credence is really just a best guess. 

Modern Marketing: Measure, Analyze, Improve

And that’s the thing about old school marketing strategies: they have long relied on impressions to drive value, and on brand awareness to drive ultimate purchaser conversion. And perhaps for the offline marketplace including the likes of billboards or bench placements, the impressions truly do add up. It’s just that as of now, we can’t possibly know for sure that they do. 

What we can measure, though, are impressions and engagement with digital ads. What’s more, we can target specific silos of users across the web, effectively influencing the influencers – and getting the data to prove it. 

Soon, billboards will be forced to have this capability as well, and the Internet of Things will make sure it happens. Because as valuable as brand awareness is, you can’t manage what you can’t measure, nor can you improve on it. Traditional advertising isn’t going away. Instead, it’s about to experience a data-driven rebirth. And for local brands everywhere, unable to afford obvious ad placement spots like those in New York City or L.A., the renaissance has long been awaited.

Photo: DailyBillboardBlog.com

Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

langgraph and genai
LangGraph Orchestrator Agents: Streamlining AI Workflow Automation
Artificial Intelligence Exclusive
ai fitness app
Will AI Replace Personal Trainers? A Data-Driven Look at the Future of Fitness Careers
Artificial Intelligence Big Data Exclusive
crypto marketing
How a Crypto Marketing Agency Can Use AI to Create Powerful Native Advertising Strategies
Blockchain Exclusive Marketing
data driven insights
How Data-Driven Insights Are Addressing Gaps in Patient Communication and Equity
Analytics Big Data Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

The “decline effect,” random variation, and evidence-based marketing

7 Min Read

Top 14 Business Intelligence predictions for 2012

30 Min Read
big data and face recognizing tools
Big DataExclusive

Big Data and Facial Recognition Tools Revolutionize Consumer Research

5 Min Read
Artificial intelligence and financial industry
Artificial Intelligence

AI Can Improve Financing Access and Equitability to Disadvantaged Socioeconomic Groups

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence
ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?