Ask the Board – April 10, 2017 | JERRY HARRIS

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What is the most representative way to measure the impact of a digital signage deployment?”


The best way to measure the impact of digital signage deployment is through the customer and effectiveness of the message. In other words, did the needle move, did sales increase or is the audience more aware of what’s being presented?

We drive past hundreds of signs daily that don’t move or have any digital content, and although we see these same signs daily, we rarely remember the content. With digital signage, we see movement, from different advertisements to bright flashing lights. Ask yourself how many times you’ve driven past a lottery sign and noticed that the sign has changed. The ability to change the content instantly is just one of the main advantages of digital content. We live in a society where we want things now, and as a customer, digital signage allows access to information on the spot. What would Vegas be without digital signage? Part of the attraction of Vegas is the bright lights and the digital signage. As customers, we are all pulled in by the bright lights and video. Digital signage has definitely changed the way we look at things from sporting events to shopping malls.

So, there are several ways to measure the impact. You just have to decide about the desired results.

About Author

Senior Director, Creative Services
Georgia Aquarium

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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