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.

1. Digital Signage World Asia 2013
Measuring and
Benchmarking
Digital Signage
Performance

2. Measuring & Benchmarking Digital Signage
Contents:





DS as a communication tool
Measurement
Benchmarking
Performance
Application

3. 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

4. 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

5. 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

6. Know what works
Do what works

7. What if already vested?
 Keep what is working
 Change what isn’t working
…even if this means
new investment
Not the
same

8. 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 ?

9. 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

10. Formal Measurement
“Nielsen Research Shows Shorter is Better”
10-sec vs. 30-sec
http://www.aka.tv/digest/24.asp
156% greater ROI
“Bus Riders Do Watch Onboard Screens”
http://www.aka.tv/researchpapers/
“OVAB release standard audience metrics for Digital OOH”
http://www.digitalsignagetoday.com/article.php?id=20725&f=1
Research & measurement tools for Digital Signage:
On Location Media / Nielsen In-Store / Nielsen IMMI

11. 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

12. Different Levels Of Audience Measurement
GROSS VENUE TRAFFIC
PRESENT IN THE
NETWORK ZONE
NOTICE
NETWORK
DWELL
TIME
ROTATION
DURATION
= AUDIENCE IMPRESSIONS
VALUABLE &
BELIEVABLE
LESS VALUABLE
Source: DIGITAL PLACE-BASED ADVERTISING ASSOCIATION GUIDELINES

13. Anonymous View Analytics
Intel AIM Suite

14. Quividi

15. 121 View
http://www.121view.com

16. Benchmarking
Predicted Exposure
Actual Exposure
Now that we have better data
and actual exposure metrics,
we need to recalibrate our
measurement data

17. 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

18. 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

19. Performance
Audience
Implement
Systems
Goals
Content
Test – Adjust – Optimise – Repeat

20. Deployment Application
Must-Have Features & Functions:




Online, real-time platform
Audience detection
Analytics
Reporting
Future-proof

x

21. Additional Features (optional)
Remote access
Individual addressable screens
Dynamic updates
Suite of interactive options
Mobile / Web Interface
Monitoring
Conditional content
Demographic matching
DS
Real-Time Updates

22. 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