Ask the Board – November 13, 2017 | CHRISTINA RADIGAN

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What are some of the metrics of success for a non-ad-based digital signage deployment?”


Prior to any ‘measurement,’ establishing KPIs (key performance indicators) is imperative. You cannot measure success unless you have defined it! Often, digital signage networks are installed to reduce a consumer’s perceived dwell time, to drive endemic sales for new or existing products and/or to educate the viewers on a new product or service being offered by the venue. 

Content should be developed in accordance with the KPI in order to drive success, with special consideration to the viewing experience in the venue.  Variables such as dwell time, ambient noise and consumer behavior will all factor into the ability to view and hear content.

In order to measure success, intercept surveys can be conducted that gauge awareness of the digital sign and its content as well as the respective likeability, engagement and recall of such. Beyond intercept studies, sales lifts for promoted services or increased product inquiries can be procured by the venue itself to gauge the influence the digital signage content has had.

About Author

Managing Director, Marketing & Communications
Outdoor Media Group

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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