What are the most important audience metrics and why?
Imagine something for a moment. Let’s compare signage and viewers to strangers who are trying to have a conversation. In traditional signage, one of the parties will talk, and the hope is that the message might have an influence on the other person. The measure for success is fuzzy as the outcome is uncertain by any measurable mean (e.g. time, quantity, quality). Now, let’s picture the same analogy with interactive signage. The first person starts talking and offers the opportunity to the other party to react. Not only that, but the conversation can take different turns as, through a series of specific actions, the two individuals get to know each other better. Ultimately, success is reached when the exchange leads to mutual satisfaction.
When I’m thinking about audience metrics, I visualize the ability to quantify actions that are leading to a satisfying outcome. For the advertiser, it’ll be a measurable metric such as sales or impressions (for brand awareness). For the viewer, it’ll be the ability to solve a problem or fulfill a desire by acquiring the tools promoted by the advertisers (e.g. a product or service). Of course, it’s easier said than done as it’s unlikely that the cause and effect of the message will happen in a controlled timespan. Thus, the need to get as precise as possible, even when dealing with abundant, yet approximate data (e.g. if they clicked A and B, does that mean they are really interested in product C? What if they first chose B and then A?).
Until you are able to capture the connection between a message and its outcome with certainty, every measurement in between will be an aspiration to finding the magic formula to repeat that mutually beneficial and successful transaction.