“How do you use touchscreen analytics to test the effectiveness of interactive screen content?”
Answer credited this month to guest contributor Jason Isaacs, Supervisor of [d]theory
Touchscreen interactivity and the level of analytics currently available in many cases offers marketers unprecedented insight into the effectiveness of content. On a basic level, the ability to track active sessions, click-thru rates, video completion rates, form fill-in rates and the frequency of opt-ins to receive personalized text messages or emails gives a general idea about the degree of user engagement. On a deeper level, zooming in on any of the aforementioned metrics can help an advertiser to identify specifically where engagement is strong and at which stage(s) of navigation potential consumers are more likely to cease interacting. For example, if users tend to navigate through a series of links only to lose interest when asked if they are willing to receive additional information, then that is where advertisers might want to focus on beefing up their efforts.
Whether it’s smart city street-level kiosks, POC in doctor offices or tablets in bars and restaurants, touchscreen interactivity infuses the out-of-home space with transparency that might otherwise be reserved to the online space. However, there are various factors that must be considered when buying interactive media. Interactive touchscreens might be less advisable if the advertiser’s goal is building awareness or a brand’s association with something else (e.g. a healthy lifestyle). On the other hand, if the end-goal is sign-ups or registrations, then interactive touchscreens might be the best option.
If some content is not pre-cached, but instead requires a consistent Wi-Fi connection, then reliable Wi-Fi should be ensured so as to avoid disruption of the user experience. Additionally, without a reliable Wi-Fi connection, an analytics platform might not register every time a tracking pixel is fired. This is not only crucial for determining campaign efficacy, but is especially important if media is being purchased based upon number of engagements, leads generated, etc.