Ask the Board – July 16, 2018 | RICK ROBINSON

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“There have been a lot of advancements in metrics capture in recent years. What are the new metrics being used to support the ROI for a digital signage implementation?”


DOOH ROI is the new Ark of the Covenant.  Much like Indiana Jones, all of us in the DOOH space are engaged in an epic search. Clearly, the increased access and affordability of mobile data is fueling discovery.  We now understand how to connect OOH exposures to specific inventory with actual retail storefront visits. This is cool and new for us, yet what does it really mean?  What are the benchmarks?  We also know there is plenty of data supporting how OOH creates on-line activity. The trick is how do we measure it more specifically?  Can we truly connect an OOH exposure to specific consumer online inquires and/or purchase activity?  Is it a “must have” that we find a way to show analytics akin to traditional programmatic?  Can we create something different yet equally compelling? The journey is collective, and we’ll need to lean on each other to convert the mythology into reality…

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Partner, Chief Strategy Officer
Billups

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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