ASK THE BOARD: Metrics for Non-Ad-Based Deployments

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What are some of the metrics of success for a non-ad-based digital signage deployment?
This week’s question is answered by members of the DSE Advisory Board
END USER COUNCIL

Read the Answer by Doug Anderson

“In cases where advertising income, either direct or indirect, is not the objective of a digital signage deployment, other metrics must be examined to determine if the deployment is successfully meeting its objectives.”
DOUG ANDERSON
Senior Director – Digital Strategy and Innovation
LA Metro Transit
 

Read the Answer by Algernon Callier

“At a high level, a digital signage execution aims to be Seen, Resonant, Remembered, and Acted Upon in the intended ways.”
ALGERNON CALLIER
VP | Strategic Innovation & Emerging Technology
Universal Parks & Resorts
 

Read the Answer by Megan Cardaman

“When you’re involved in a digital signage deployment that doesn’t function based on ad revenue, it can be tough to quantify the return.”
MEGAN CARDAMAN
Marketing Content Specialist
Nationwide Children’s Hospital
 

Read the Answer by Penny Carter

“This is something that my company and I have been trying to understand over the past few months. Previously, we conducted paper surveys and in-person surveys…”
PENNY CARTER
Digital Signage Project Lead – Lockheed Martin
 

Read the Answer by Lawrence Chang

“Metrics for any signage system are based on your own goals/objectives of the signage network itself. In a non-ad-based deployment, your general business model tends to be…”
LAWRENCE CHANG
Director, IT – Calgary TELUS Convention Centre
 

Read the Answer by Frank Coccaro

“Digital signage reaches employees when they are most relaxed – in a break room, the EDR or even in the fitness center. Digital signs, with or without audio, can be well placed to instantly update employees on company news.”
FRANK COCCARO
Executive Director of Multimedia
MGM Resorts International
 

Read the Answer by Angel Cordero

“A communications or operations team can use a variety of manual or automated ways to see how well their digital signage is working. In addition, you can review stats that analyze your data immediately or at a subsequent time.”
ANGEL CORDERO
Signage & Kiosk Solutions – Walt Disney Parks & Resorts
 

Read the Answer by Dominic DeSieno

“I would say the biggest metric for success in a non-ad-based signage deployment would be the ‘impact’ it makes on the viewing audience.”
DOMINIC DeSIENO
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo
 

Read the Answer by Len Dudis

“The answer truly depends on the purpose of the digital signage. For an installation meant to convey information, provide services or assist with wayfinding, the metrics might consist of dwell time…”
LEN DUDIS
CIO – Grupo Vidanta
 

Read the Answer by Michael Dwyer

“At Subway, our use of digital signage is for menu and merchandising, which is promotional in general, but consists of core, evergreen content in conjunction with promotional materials.”
MICHAEL DWYER
Senior Marketing Manager, Digital – Subway
 

Read the Answer by Joshua Eftekhari-Asl

“Digital signage is used for the display of menu content here at Taco Bell. With that in mind, for us to be successful, we want…”
JOSHUA EFTEKHARI-ASL
Manager of Technology Delivery – Taco Bell
 

Read the Answer by Paul Fleuranges

“In a retail environment, an end user will look at sales lift whether or not items featured on the screens have seen an increase in sales. Given that digital signage is always on…”
PAUL FLEURANGES
Vice President, Corporate Communications – New York City Transit Authority
 

Read the Answer by Cheryl Flohr

“In a corporate environment, no digital signage is ad-based. Messaging is aimed at groups like visitors, customers, suppliers and potential employees or strictly employees.”
CHERYL FLOHR
Director, Communications – Parker Aerospace
 

Read the Answer by Mark Geiger

“In my opinion there are many ways to utilize a digital signage network and measure its success. Some ways include…”
MARK GEIGER
Advertising Sales Manager of Products and Services
Georgia World Congress Center
 

Read the Answer by Joshua Goodwin

“At times, collecting ROI data from digital signage can be a daunting task. Just convincing those with the budget strings is the first hurdle.”
JOSHUA GOODWIN
Digital Media Specialist – Eileen Fisher, Inc.
 

Read the Answer by Spencer Graham

“Metrics in Higher Education that would be pertinent would be total number of individual deployments since inception. Then another metric would be total deployments per year…”
SPENCER GRAHAM
Manager of Operations, Information Stations, Interactive Video, Network & Web ServicesWest Virginia University
 

Read the Answer by Gary Harris

“All of our signs are currently “non-ad-based” on campus. Most departments are “selling” the campus brand, and advertising what it means to be part of their discipline.”
GARY HARRIS
Digital Video Engineer – Notre Dame
 

Read the Answer by Jerry Harris

“Success is measured in many ways with a revenue-generating digital signage model. The challenge comes when you attempt to measure the success/effectiveness of your digital signage…”
JERRY HARRIS
Senior Director, Creative Services – Georgia Aquarium
 

Read the Answer by Travis Kemp

“Whether or not you operate an ad-based digital signage network, there are a couple of core metrics and KPIs to think through…”
TRAVIS KEMP
Director of Product Development – Outcome Health
 

Read the Answer by Joseph McQueen

“Our success for digital signage is typically measured in terms of conversion, or the percentage of people who purchase something versus all the people who come into the store. We don’t typically have any more key metrics established today.”
JOSEPH McQUEEN
Senior Manager of Marketing Solutions
American Eagle Outfitters
 

Read the Answer by Patricia Mitrano

“We do not allow outside ads, although the loop is peppered with our own “ads” as an additional venue to reinforce our marketing campaigns and build awareness of our services.”
PATRICIA MITRANO
Director of Visual Communications – Newark Beth Israel Medical Center
 

Read the Answer by Darla Morse

“We measure sales on the item assuming it was unique and could be tracked based on markets it was offered in. In addition, we monitor social media for feedback to get a better sense of engagement.”
DARLA MORSE
Chief Information Officer
Arby’s Restaurant Group, Inc.
 

Read the Answer by Angie Nalepka

“When referring to a non-ad-based deployment, success can be measured from three perspectives.”
ANGIE NALEPKA
Creative Manager of Digital Signage – Rogers Communications
 

Read the Answer by Michael Oram

“Though this world you are describing below seems quite frightening (no ads?), I can only imagine that if someone wasn’t able to track the revenue generated, then they could, at the very least…”
MICHAEL ORAM
Airport Contract Specialist/MA II – McCarran International Airport
 

Read the Answer by Daniel Orme-Doutre

“We measure foot traffic, track back URLs for specific campaigns and use SharePoint – Website hits for different pieces of content.”
DANIEL ORME-DOUTRE
Media Solution Architect – Microsoft
 

Read the Answer by Randy Poindexter

“Non-ad-based digital network operators can use any of the following as a guide for measuring the success of their deployment…”
RANDY POINDEXTER
Senior Vice President of Marketing
Bojangles’ Restaurants, Inc.
 

Read the Answer by Christina Radigan

“Prior to any ‘measurement,’ establishing KPIs (key performance indicators) is imperative. You cannot measure success unless you have defined it!”
CHRISTINA RADIGAN
Managing Director, Marketing & Communications
Outdoor Media Group
 

Read the Answer by Jim Riley

“The type of digital signage campaign that we deploy at the Blue Jackets, other than a direct sales campaign, focuses more on branding and content.”
JIM RILEY
Director of Marketing – Columbus Blue Jackets
 

Read the Answer by Wayne Rorex

“Most of our signage in the city is informational, so measuring the effectiveness will conclude with an opinion. The information desk will say, “I have been getting less questions about…”
WAYNE ROREX
Management Analyst – City of Los Angeles
 

Read the Answer by David Saleme

“Identifying the metrics of success for a non-ad-based digital signage deployment can provide the opportunity to better understand the impact an organization’s efforts have on customer service.”
DAVID SALEME
Senior Manager, Business Development
John Glenn Columbus International Airport
 

Read the Answer by Ralph Schorbach

“Metrics for a non-ad-based digital signage deployment in many ways make it easier than developing metrics for an ad-based network. For one, there isn’t necessarily the pressure…”
RALPH SCHORBACH
IT Manager – Fairplex
 

Read the Answer by Traci Quillen Stewart

“Digital signage for employee communications can be guided using several Return on Investment (ROI) metrics.”
TRACI QUILLEN STEWART
Digital Signage Solutions
Eastman Chemical
 

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