Ask the Board – September 4, 2018 | DILEEP VARMA

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“What best practices have you seen that define digital signage investment and successfully apply the medium?”


Analytics… Analytics… Analytics.
Taking a chapter out of Google’s Ad technology history, I strongly believe their analytics engine gave them the backbone of trust they needed to defend their technology. DOOH is a very loose science in its infancy. We need to think hard around the analytics engine behind any digital signage investment to ensure complete value transfer to the customer.

Concepts like CTR and eyeball count have matured in the in-home advertising space. They are now seen as tools to value that crypto currency in a very normalized/objective manner. Valuation of digital signage still needs that framework to be developed, and getting a strong analytics engine to capture data and be able to infer intelligence out of that data is important. While technology is key to the development of this framework, I feel that is the easy part.

 

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Director of Product Development
Outcome Health

MEMBER OF THE DSE ADVISORY BOARD
Out-of-Home Network Council

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