What are some of the metrics of success for a non-ad-based digital signage deployment?”
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. Stepping outside the promotional, ad-like material, we look at how we can construct and use the menu to drive upsell and cross-sell across products and programs. KPIs in that usage still are key product purchase and mix, and we view it in layers along with the promotional messages and how they all interact. In this environment, it is hard to isolate, but a view over time allows a more consistent view of the “always on” tactics.