What is the most representative way to measure the impact of a digital signage deployment?”
There isn’t one specific way to measure the impact of a digital signage deployment – every installation has a different goal or objective in mind, and to that end, the measurement factors can be significantly different. For example, a museum’s digital signage installation can be informational, wayfinding, or educational, while a retail space or sports arena will be looking to drive sales, and promote their brand to the consumer. With that all in mind, the buzzword that many have already discussed is Return on Experience (ROE). ROE is your overall term to discuss measurement of the impact of any digital signage deployment – because it encompasses not only the potential return on investment, but the expected outcome of installing signage. ROE measures how, where, and when companies should invest in order to effectively connect their brands to the end-user. ROE blends the effectiveness of the installation with the financials of ROI, to create a more dynamic understanding, of being relevant and meaningful to the organization and the consumer. Of course, how you measure ROE is again, dependent on what you believe your key metrics might be.