ASK THE BOARD: ROI vs. ROO

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Is Return on Investment (ROI) or Return on Objective (ROO) ultimately more important and why?
This week’s question is answered by members of the DSE Advisory Board
OUT-OF-HOME NETWORK COUNCIL

Read the Answer by Jennifer Arani

“In the corporate world, it can be rather difficult to quantify ROI, so ROO or Return on Objective is the more important. ROO can be used at multiple levels of your digital signage strategy, from screen placement to content strategy and all the way to message strategy.”
JENNIFER ARANI
Digital Signage Coordinator – Farmers Insurance Group

Read the Answer by Ian Dallimore

“I think it honestly depends on the campaign and its objectives. Often in our medium, it’s either branding or call to action. One of our largest customers, Cracker Barrel creative messaging, has a price point on a specific menu item.”
IAN DALLIMORE
Director, Digital Innovation & Sales Strategy – Lamar Advertising Company

Read the Answer by Mark Geiger

“It depends on what your objective is regarding the digital signage installation. We use our digital signage network to inform customers and guests. Additionally, we use the same signage to sell advertising and sponsorship.”
MARK GEIGER
Associate Director, Marketing & Business Development – Georgia World Congress Center

Read the Answer by Margit Kittridge

“Both ROO and ROI are key to gauging the effectiveness of digital campaigns and should be measured if metrics are available. Generally speaking, ROO is easier to measure than ROI as it is harder to attribute actual sale or monetary results to exposure to advertising on digital displays.”
MARGIT KITTRIDGE
Vice President, Digital Director – Intersection

Read the Answer by Scott Marden

“In today’s marketplace, ROI is the most important metric for clients and agencies considering new digital out-of-home networks. Clients and agencies are scrutinizing every dollar spent to continually improve their media plans and deliver the best, most cost-efficient audience…”
SCOTT MARDEN
Chief Marketing Officer – Captivate

Read the Answer by Mike McGraw

“At Clear Channel Outdoor Americas, we’re focused, first, on understanding a client’s objectives so we can drive their ROI. This is accomplished through more consultative selling to understand their needs. For us, it’s no longer about just selling great locations…”
MIKE McGRAW
SVP, Marketing Solutions
Clear Channel Outdoor Americas

Read the Answer by Margot Myers

“The answer is an unequivocal “It depends.” Different businesses are driven by different metrics. If revenue drives business decisions in a company, then ROI will be the primary factor. That is a situation where careful upfront budgeting and conducting a pilot will likely be required…”
MARGOT MYERS
Global Marketing & Communications – The Platt Retail Institute

Read the Answer by Daniel Orme-Doutre

“ROI v. ROO depends on your situation. ROI is not a factor in internal communications here or with our deployments. We can’t easily show that a display worth x dollars will get x dollars of usage out of it since our usage isn’t driven monetarily.”
DANIEL ORME-DOUTRE
Senior Content Publishing Manager – Microsoft

Read the Answer by Ryan Postel

“As a mission-driven company, alignment along objectives is critical in our environment even when making low-level decisions around our signage network.”
RYAN POSTEL
Director of Media – ContextMedia

Read the Answer by Brad Savage

“At the end of the day, ROI is the driving factor for a network. But without return on objective, the ROI will never be met. For a small network starting out, it is very easy to look at the ROI for each location/venue installed…”
BRAD SAVAGE
Vice President and Executive Director
Motor Vehicle Network

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