What is the most representative way to measure the impact of a digital signage deployment?”
There are many different ways to measure the impact of a digital signage deployment. For our company, the main driver of deployments and measurements of those deployments are return on investment (ROI.) We look at what the digital signage install is replacing. An example is replacing printed material on the casino floor with that of a dynamic digital sign. This has a fairly easy ROI as the printed sign can cost almost as much or more than a digital install over the course of a year. There is printing costs, labor to update the printed material, etc. In addition to this, we also look at the potential revenue a digital sign can generate. This could be either internal to one of our venues, or as a source of outside advertising. More and more, we are seeing that the potential of a strategically placed sign can have a great external revenue value, thus having a direct impact on the bottom line.