ASK THE BOARD: Measuring Impact

What is the most representative way to measure the impact of a digital signage deployment?
This week’s question is answered by members of the DSE Advisory Board

Read the Answer by Joel Allard

“The most representative way to measure the impact of a digital signage deployment is by using a survey/research team to conduct qualitative and quantitative study of how people react to the experience(s).”
Senior Creative Specialist, In-Store Digital – Target

Read the Answer by Doug Anderson

“This is a difficult question for a single unified answer unless it’s generalized in a way that applies to all environments. In my opinion, the impact might be very different depending on the goals…”
Senior Director – Digital Strategy and Innovation
LA Metro Transit

Read the Answer by Floyd Appleman

“SALES! When you grab a customer’s attention, and they take that attention and buy your product, that is a slam-dunk that your digital marketing message is working. Comparing a static restaurant sales sign of an LTO versus digital menu board sales…”
Manager, Technology Development – The Wendy’s Company

Read the Answer by David August

“This is a difficult question to answer. Even I struggle to qualify each decision I make around digital signage. We currently lack a convenient way to retrieve metrics. Sure we could install facial recognition software and cameras at each screen to determine…”
Manager, Venue Technology & Production
Maple Leaf Sports Entertainment

Read the Answer by Jesse Breidinger

“From my experience in the food and beverage industry, the best way to measure the impact of a digital signage deployment is to conduct a very controlled pilot of the program. For example, in a sports stadium…”
Senior Customer Marketing Manager – The Coca-Cola Company

Read the Answer by Algernon Callier

“For digital signage,I would say measurement of effectiveness and impact falls into five categories, each measured differently…”
VP | Strategic Innovation & Emerging Technology
Universal Parks & Resorts

Read the Answer by Penny Carter

“Understanding how to measure the impact of a digital signage deployment is an important part of knowing if your existing installation and content is successful. In my world, digital signage is used for corporate communications so success means employee engagement.”
Digital Signage Lead – Lockheed Martin

Read the Answer by Lawrence Chang

“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.”
Director, IT – Calgary TELUS Convention Centre

Read the Answer by Jorge de la Parra

“I believe that the metrics will vary depending on the objectives of the group, but the methodology to get there may be very similar. Knowing the goal of the implementation is key as is identifying the metrics that need to be measured.”
Director, Business Consulting Services – Jack In The Box

Read the Answer by Dominic DeSieno

“In our banking environment, it’s hard to measure the impact and get an actual ROI on our digital signage. Since we aren’t “selling” any products, it’s hard to quantify the effect the signage has with numbers.”
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo

Read the Answer by Len Dudis

“The only way to truly measure the impact is to have set very clear objectives and success criteria before ever deploying in the first place. Measuring the impact of a digital signage deployment may seem like a complex question…”
CIO – Grupo Vidanta

Read the Answer by Kim Dwyer

“When we first deployed digital signage in our hospital, we were desperate for feedback and impact results. The best way for us to get that information was to do in-person follow-up surveys with families and staff.”
Corporate Communications Senior Account Manager – Nationwide Children’s Hospital

Read the Answer by Michael Dwyer

“For our system, we are looking at how we can provide positive results for our franchise owners. Short term, we are measuring direct sales impact by way of increases in check and movement of product mix.”
Senior Marketing Manager, Digital – Subway

Read the Answer by Adam Feldman

“There are many different ways to measure the impact of a digital signage deployment. For our company, the main driver of deployments and measurements of those deployments are return on investment (ROI.)”
Executive Director, Audio Visual Systems and Digital Media Distribution – MGM Resorts International

Read the Answer by Paul Fleuranges

“I’m not sure there is a one-size-fits-all answer to this question, given the fact that digital signage deployments vary based on the overall objective of the media owner or end user.”
Vice President, Corporate Communications – New York City Transit Authority

Read the Answer by Mark Geiger

“We measure the impact of a digital signage deployment several different ways. The first and obvious way for my group is Return on Investment through advertising and sponsorship sales revenue. “
Associate Director, Marketing & Business Development – Georgia World Congress Center

Read the Answer by Joshua Goodwin

“There are a number of ways to measure the impact when it comes to new deployment of digital signage but few are as accurate as measuring sales and foot traffic.”
Digital Media Specialist – Eileen Fisher, Inc.

Read the Answer by Spencer Graham

“I believe the best way to measure the impact of a digital signage deployment is to carve out 20 minutes of time, on several occasions at differing times, and actually OBSERVE how pedestrians interact with your deployment.”
Manager of Operations, Information Stations, Interactive Video, Network & Web ServicesWest Virginia University

Read the Answer by Gary Harris

“Metrics are hard to come by for digital signage in the Higher Ed environment. Can you use an increase in enrollment as a metric? How about an increase in donations? “
Digital Video Engineer – Notre Dame

Read the Answer by Jerry Harris

“The best way to measure the impact of digital signage deployment is through the customer and effectiveness of the message. In other words, did the needle move, did sales increase or is the audience more aware of what’s being presented?”
Senior Director, Exhibits Graphics & AV Services – Georgia Aquarium

Read the Answer by Joshua Johnson

“In my experience, the three primary ways to measure the impact of a digital signage deployment are through analyzing emotional response, behavioral change and return on investment. I feel strongly that, prior to any deployment, baseline research should be performed to more accurately gauge before and after performance.”
Sr Marketing Manager, Digital Innovation & Strategy – AT&T

Read the Answer by Thomas Kunka

“Metrics are one of the most sought-after commodities in digital signage. It is wise to measure the return on our substantial investments in digital signage hardware, software and content development.”
Senior Application Specialist – University of Illinois at Urbana Champaign

Read the Answer by Terry McFarland

“I suppose we should take a “current” perspective since technology may allow for more possibilities in the future. I suppose we could contemplate a world where face-detection algorithms can be combined with social data, which can be cross-referenced…”
Manager, Disney Information Design & Experience
Walt Disney Parks & Resorts

Read the Answer by Jennifer Merrill

“The best way to measure the impact of a digital signage deployment is to have content that requests a specific and track-able action from the end-user.”
Program Manager – Amazon

Read the Answer by Rich Morris

“Different displays at one location can serve a number of different purposes (e.g. directional or informational based on defined or advertised services), as…”
Director, Hotel and Resort Operations Systems – Hilton Worldwide

Read the Answer by Daniel Orme-Doutre

“Impact depends on the objective of the signage deployment! If you didn’t have a documented and measurable objective, then you have no concrete evidence of impact. Brawn Consulting offers a great class on signage project management, by the way, and the class dives…”
Senior Content Publishing Manager – Microsoft

Read the Answer by Jim Riley

“When measuring the impact of a digital signage campaign, there are myriad things that are important. On the front end, it’s a priority to clearly define internal goals for what is to be achieved and to make sure the relevant staff members are in agreement with those goals.”
Director of Marketing – Columbus Blue Jackets

Read the Answer by Wayne Rorex

“For our city, the digital signage is used mainly for informational purposes. While we do not have any specific analytics the result of good signage deployment can be measured by the reduction of questions being asked of our information assistance personnel.”
Management Analyst – City of Los Angeles

Read the Answer by David Saleme

“The most representative way to measure the impact of a digital signage deployment is primarily dependent on the purpose of the deployment. For example, an advertising-based platform would be best…”
Manager, Business Development – Columbus Regional Airport Authority

Read the Answer by Allegra Sandelli

“This depends entirely on the application and audience the digital signage solution is meant to influence. For advertising, success is typically measured through sales lift, ad/product recall and brand awareness measurement tools.”
Senior Vice President, Marketing
TD Bank, America’s Most Convenient Bank®

Read the Answer by Ralph Schorbach

“Deployment of digital signage is important for everyone. Once installed and operating, the most representative way to measure the impact of the deployment is based on the design of the system. Wayfinding is different than advertising or informational or interactive.”
IT Manager – Fairplex

Read the Answer by Amy Shaw

“Measurement of digital signage deployment varies depending on the usage. If the messaging carries paid advertising, then we would measure the success based on increases in advertising sales and revenue. “
Airport Concession Manager
McCarran International Airport

Read the Answer by Jessica Stevens

“There are a few methods that pop up depending on the reasoning behind deploying the signage. If you are attempting to improve engagement, you’d probably want to complete surveys of groups impacted before and after the installation.”
Senior IT Deployment & DS Capability Manager – Best Buy

Read the Answer by Dave Taylor

“For American Eagle’s retail locations, we generally only put video walls in our Flagship locations. Usually, it is just some extra flair for the location to enhance the brand experience.”
Digital Signage Engineer – American Eagle Outfitters

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