“What was your biggest takeaway from DSE 2018?”
The focus on the overall value of a quality digital signage program was a prime takeaway from the 2018 Digital Signage Expo. Return on Investment (“ROI”) continues to be a main topic, both at the fundamental level in key sessions and in deeper dive conversations on the show floor. Maintaining this attention and sharing of knowledge on these foundational funding elements is critical for all who invest in signage. It certainly helps all of us who go back and ask for the funding to support our efforts. Many times, those who make the decisions are detached from the digital signage industry and the presentations help us speak the language they understand and provide the back-up to support our requests. Attribution, though, is different from ROI in that it focuses on how the message on the digital sign reaches or connects with the intended target audience. Identifying behaviors, actions, or connections tied directly to a program or installation helps show the value to those who are buying into the program. The educational sessions improved my understanding of both ROI and attribution, supported the business side of our developments, and will benefit our ongoing efforts with digital signage projects.