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.