Ask the Board – December 11, 2017 | JOSHUA EFTEKHARI-ASL

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What is the “perfect” breakdown between content and ads on your network and why?”


The answer to this is highly dependent on the intent of the signage. For example, if you are using signage to create a Digital Menu Board (DMB), any advertising should be tied directly to the content in order to influence the immediate purchase response from the customer. In the example of the DMB, the customer is already in your restaurant, which means they have already committed to a purchase so it’s a matter of influencing what they will buy (high-profit, high-ticket items). If the advertising is broadly about your restaurant brand and does not influence the purchasing behavior, the advertising time and space has lost its return. Therefore, the only way to calculate the “perfect” breakdown of content versus ads is to measure results of behavior against the goal/objective of the signage.

About Author

Sr. Manager – Kiosk
Taco Bell

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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