Ask the Board – January 3, 2017 | JONATHAN BRAWN

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What do you find is the most effective and accurate way of measuring dwell time?”


That’s a tough one to answer. In my opinion, camera-based analytics are the only true way to accurately measure dwell time. We can easily estimate it, and observing viewers and recording information will give a moderate sample size, but actually allowing the sign to track actual dwell time will yield true results. Obviously, this is not an option with every CMS, but it should be a consideration, since we can also capture more traffic data and correlate viewers to content.

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Brawn Consulting

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Industry Consultants Council

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