Is Return on Investment (ROI) or Return on Objective (ROO) ultimately more important and why?
It depends on what your objective is regarding the digital signage installation. We use our digital signage network to inform customers and guests. Additionally, we use the same signage to sell advertising and sponsorship. For these, we rely on ROI. I don’t believe we would have as large of a network as we do if we didn’t have a financial return. In all actuality, the advertising ROI supplements the information objective. Our digital signage network also adds to our customer’s bottom line when they utilize the signage for sponsorship sales. The center sells, fulfills and publishes content for events, while our Events Group upsells the signage to exhibitors to realize a profit.