What is the most representative way to measure the impact of a digital signage deployment?”
For digital signage, I would say measurement of effectiveness and impact falls into five categories, each measured differently:
- Exposure to ‘eyeballs’
- Confirmed attention
- Call to Action and Measurable Response
- Direct Measurable Interactivity
Exposure to ‘eyeballs’ is a function of being able to measure the consumer traffic that has the ‘potential’ to see or interact with the digital signage. This can be measured by time-based sample. And with a good methodology can be projected to be reasonably representative.
Confirmed attention requires a way to measure literal engagement, which can be more difficult or not practical to do. There are techniques which can enable measuring people who pause or view digital signage from close range… Like eye tracking and sensor technology. From long range this can be more challenging.
Call to Action and Measurable Response are simply incorporating messaging that asks of the viewer to take an action. The action should be both measurable and quantifiable. Very doable and perhaps made even more so in the age of mobile.
Direct Measurable Interactivity refers to measuring actual touch or click-based interaction with a digital sign, or length and quality of engagement.
Recall is a measurement after the fact, based on the consumer research question, “How did you find out about…?”, or “Where did you see our advertising?” Digital signage would be one of the options respondents can choose to provide a representative measure of effectiveness, relative to other choices.