The Billboard Bump?

Does a massive billboard on a popular highway spike website traffic?  This one is a follow up from Chirag on the BIllboard effect, one week in...

Hi guys -

I know you guys were trying to speculate in the car what was driving the new user growth, and one possibility was the billboard on 101.  Google Analytics shows that we are getting 125 additional visits per day from San Francisco and San Jose users since the billboard has gone up. 

-          The billboard conversion rate is .04% (125 visits per day / 300,000 people view the billboard daily). 

-          The 6 month billboard campaign will drive an additional 22,500 visits (125 visit per day * 1,800 days).

I think a lot of people who drive down 101 are probably already familiar with Kiva.  I am not sure if this is really attributing to the new user growth.

-- Chirag