What is the most representative way to measure the impact of a digital signage deployment?”
In our banking environment, it’s hard to measure the impact and get an actual ROI on our digital signage. Since we aren’t “selling” any products, it’s hard to quantify the effect the signage has with numbers. That being said, the best way I have found is to take some time and actually sit and watch the customers as they come through the location and see how they react/interact with the signage. Are there certain spots they are reacting to? Which ones are they ignoring? Does an audio cue of some kind help them notice? In today’s age of mobile, it’s hard to get people to look up from their devices. It’s our job as digital signage experts to know what it takes to make that happen. If no one is looking at your signage, it doesn’t matter how big or how expensive it was, there will be no impact.