What are some of the metrics of success for a non-ad-based digital signage deployment?”
At a high level, a digital signage execution aims to be Seen, Resonant, Remembered, and Acted Upon in the intended ways. This applies whether you’re considering a single high-impact digital signage execution or a campaign across a digital signage network. Generally, this is also the case with non-ad-based digital signage.
When considering metrics for success, these topics break down as:
- “Opportunity to be Seen” by the target audience – depends on the quality of the display location.
- Propensity to Command Attention – how noticeable is the message when compared with other competing stimuli in surroundings? Results can also depend on the “dwell time.” Will the audience be exposed to the message momentarily or longer?
- Propensity to be Resonant and Remembered – depends on how impactful the message is and the manner in which it is executed (i.e., copy, creative, composition, etc.), to deliver against your communications goals
- Propensity to drive the desired action.
Typically, there are ways to obtain metrics for opportunities to be seen. These include measuring foot traffic data and human density estimates within the vicinity of the intended digital signage locations.
There are ways to measure attention via anonymous video analytics and eye-tracking that can distinguish how much attention people “spend/invest” in the digital signage experience and other data such as demographics. This can be done on a sample/pilot basis, meaning if the campaign will run across a digital signage network, testing can be devised for a small number of locations for specific time periods. Such select testing can provide a more economical way to approach getting data on message effectiveness.
Understanding the resonance and impact of the message itself and its creative execution can be done via focused evaluation using either focus groups or audience intercept surveys in the field.
How to measure whether the message is driving the desired action depends greatly on what that desired action is, and if there are practical ways to obtain and measure specific or directional data. The key is to consider this in advance, during the planning phase to ensure an actionable game plan. And remember it’s not ‘all or nothing’… getting good directional data can also be very helpful.