What are some of the metrics of success for a non-ad-based digital signage deployment?”
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. When possible, unique call-to-actions are designed to convince the viewer to do something (go to a landing page, send an email, subscribe to a blog, call an easy-to-remember phone number). Occasionally, there is a contest that offers a small gift for participating, which can be branded swag (keychain, pen, refrigerator magnet, etc.). The immediate goal of our signage is to build community and trust, with an ultimate goal of making an appointment with one of our healthcare providers if and when the need exists. When viewers respond to any of the above calls, we can measure that as a metric of success.