Ask the Board – May 30, 2016 | PHIL LENGER

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Besides dwell time and price, how do you decide if digital signage ad space is worth purchasing?


Advertisers want to reach consumers with the right message at the right time and in the right place. In an omnichannel world, that can bring new opportunities and challenges for brands and their agencies as they try to reach their audience and influence purchase intent along the customer journey.

Brands and their agencies rely upon quantitative and qualitative research and data analysis to gain insight into their customers’ behavior. So, in addition to dwell time and price, understanding your target audience and the locations they frequent are key considerations when brands decide where to spend media dollars. The savvy media buyer knows the number of eyeballs does not tell the whole value proposition story alone. Deeper demographic information like income, spending, loyalty and other environmental data should affect the smarter decision on any digital media purchase.

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President & Creative Director
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Advertising & Brands Council

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