Question

Topic: Other

Measuring Impression In Sports Arena

Posted by tpenhorwood on 1/29/2015 at 3:54 PM ET 250 Points
We have an indoor/outdoor sports complex that includes two buildings with indoor fields for soccer, football, lacrosse, etc. For these buildings we have dasher board space (non-digital) around the inside walls of the playing fields that we try to sell to companies to market their businesses, however, it's not working.

I'm trying to analyze our numbers to make sure we are not priced too high and to come up with information to use in our sales pitch.

So the question is, how to you count impressions? The owner was told that every time the ball goes up and down the field (soccer), the audience gets an impression of an ad. If this is the case then there are millions of impressions that a single ad receives making the cost per impression $0.0001. This seems like a hard sell to a potential advertising customer.

So, how to you actually measure how many impressions their ad will get? What is counted as an impression?

Thanks for your help!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by mgoodman on 1/29/2015 at 6:03 PM Accepted
    I'd count each person who sees the ad today as an impression. If they see it again tomorrow, that's another impression. Once they see it today, it's not another impression if they see it again 5 minutes later. That would be like counting a magazine ad twice if a person goes back to the adjacent page because they want to check something they just read.

    I guess you could argue that if a person sees the ad in the morning, goes away, then sees it again in the afternoon, that counts as two impressions. But seeing it each time it enters their field of vision seems to me to be VERY misleading.

    In outdoor advertising, they count an impression as each time a motorist drives past a showing. If the person sees the ad three different times within the 30 seconds it's visible to them, that still just counts as one impression. If they pass the same sign later in the day (e.g., on the way home), that counts as another impression.
  • Posted by Gary Bloomer on 1/31/2015 at 1:45 PM Accepted
    Impressions aren't worth a crusty booger.

    Your system isn't working because you're focused on selling when the smart money is on researching, crafting, and presenting customized, targeted, optimized, event and experience-based packages.

    Back to the drawing board.
  • Posted by Shelley Ryan on 2/11/2015 at 6:52 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in at least 10 days.

    Thanks for participating! And a special thank you to Gary Bloomer for making me laugh so hard that Diet Coke came out my nose.

    Shelley
    MarketingProfs
    Customer Service Samurai
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Other)