measuring & bench-marking digital signage
DESCRIPTION
This presentation was delivered at a seminar during Digital Signage World Asia 2013. The aim was to address the need for digital screen media, especially screen networks to understand and measure audience data but also to point out the positive prevailing capabilities for digital signage to prove its value and effect on a solid footing verses other media. The presentation also identifies latest learning and insights for successful deployment of screen networks, whether for enterprise, retail or advertising purpose.TRANSCRIPT
Measuring and
Benchmarking
Digital Signage
Performance
Digital Signage World Asia 2013
Measuring & Benchmarking Digital Signage
Contents:
DS as a communication tool
Measurement
Benchmarking
Performance
Application
Digital Signage Value Proposition
Valuable communications tool:
1. Customer dialogue 2. Brand image / product information 3. Employee engagement / training
Important channel – fills gaps between advertising, PR, Extranet, Intranet, social, etc.
Create attention for key messages and content – in your own environments
Venues become education & experience centres
Reasons For DS Investment
Call To Action / Purchase / Sales Lift
Generate Inquiries / Interest
Improved Branding / Recall
Improve Visit Experience / Environment
Fast campaign roll-out to market
Reduce Perceived Wait Times
3rd Party Advertising Revenue
Increased Staff Knowledge / Awareness
Better Compliance / Control
Venue / Public Information
Safety (Liability Containment)
Creativity & integration with technologies
Successful Digital Signage
1. Collect, analyze & respond to audience metrics
2. Set strategy & goals
3. Design effective content
4. Choose the right hardware and software
5. Successful deployment
Do what works
Know what works
What if already vested?
Keep what is working
Change what isn’t working
Not the
same
…even if this means
new investment
DS Communication Strategy
NOT – Any Content, Any Time, Anywhere
Relevant to viewers
Influential to activities
Appropriate to attitude / frame of mind
Contextual
Call to action
The Right Time & Place
Right Content ?
Measurement Issues
Online & Mobile – setting the bar at a high level
Other media are upping their game
Digital Signage is comparable and accountable;
Digital format
Real time
Proof of play
Interactive
Tracking options
Audience data
Formal Measurement
Research & measurement tools for Digital Signage:
On Location Media / Nielsen In-Store / Nielsen IMMI
“OVAB release standard audience metrics for Digital OOH” http://www.digitalsignagetoday.com/article.php?id=20725&f=1
“Bus Riders Do Watch Onboard Screens” http://www.aka.tv/researchpapers/
“Nielsen Research Shows Shorter is Better” http://www.aka.tv/digest/24.asp
10-sec vs. 30-sec
156% greater ROI
Informal Measurement Location Profiling
What is the venue
Activities
Influencers within those environments
Audience Profiling
Who are in the vicinity of screens
How do they view or get exposed to content
Dwell Time
Interaction time available to capture audience attention
GROSS VENUE TRAFFIC
LESS VALUABLE
PRESENT IN THE
NETWORK ZONE NOTICE
NETWORK
DWELL
TIME
ROTATION
DURATION
VALUABLE &
BELIEVABLE
= AUDIENCE IMPRESSIONS
Different Levels Of Audience Measurement
Source: DIGITAL PLACE-BASED ADVERTISING ASSOCIATION GUIDELINES
Anonymous View Analytics Intel AIM Suite
Quividi
Benchmarking
Predicted Exposure Actual Exposure
Now that we have better data
and actual exposure metrics,
we need to recalibrate our
measurement data
Exposure vs. Interaction
CPM vs. CPC (Exposure vs. Interaction)
ROI is ROI, no matter what metrics or measurement method
OTS vs. AVI (Exposure vs. Actual Viewing Interaction)
Example:
OTS - 100,000 x 90 minutes
AVI - 30,000 x 20 seconds
Insights
Not just audience in the vicinity, also:
Interaction
Attention
Effectiveness
Benchmarking v 2.0
Provides new data for the same situation
Opportunity is the same
Value statement is more accurate
Greater confidence – even though the net quantum is lower
Audience
Goals
Content Systems
Implement
Performance
Test – Adjust – Optimise – Repeat
Deployment Application
Must-Have Features & Functions:
Online, real-time platform
Audience detection
Analytics
Reporting
x
Future-proof
Additional Features (optional)
Remote access
Individual addressable screens
Dynamic updates
Suite of interactive options
Mobile / Web Interface
Monitoring
Conditional content
Demographic matching
Real-Time Updates
DS
Summary
Digital signage systems offer huge potential….
…. but issues to be addressed:
Understand DS as a strategic communication tool
Measure audience & effect
Benchmark for comparative value
Performance needs to be confirmed & refined
ROI includes less tangible benefits