In the marketing world one of the age old challenges is measuring impact. Whether it is managing a network spot purchase or scheduling media to a network of digital displays, the impact can sometimes lie within the gray area. As a consequence, it is no suprise that one of the most often asked questions I hear is "Do you have statistics to back up digital signage?".
The answer to that question is of course yes. With hundreds of our Codigo systems installed across the US and abroad, we have done many studies in many different verticals. We do know that now just our system but digital signage in general can do wonders to boost sales and brand recognition when done right. Now comes the tricky part. Nearly all of the statistics we offer our customers as proof of impact are studies we have done and not a removed third party.
It is for this reason I am so pleased to see Neilsen get involved in measuring the impact of digital signage. I can only hope that we see more studies done by independent houses such as Neilsen and Arbitron over the coming months and years.
Below is a recent article from aka.tv which describes the Neilsen study.
Two Thirds Of Shoppers
Influenced By In-Store
Networks, Says Nielsen
Nielsen Media Research is finding out that digital signage does influence consumer behaviour.
The researcher – a prominent player in the measurement and assessment of traditional advertising, to which many agencies and ad-buyers look for media justification – recently conducted an examination of in-store media, specifically in the grocery sector.
In its first customized analysis of supermarket data as it relates to digital signage, Nielsen studied shoppers at Albertson’s and Pathmark, two U.S. grocery chains that utilize digital-signage technologies from SignStorey.
The researcher found that 68 percent of those surveyed said in-store messages would help sway their product-purchasing decisions. A further 44 percent said they would switch a product they previously intended to buy for one advertised.
Overall awareness of the in-store networks was close to 40 percent – a figure which included those who briefly glanced at the screens, as well as those who listened to messages or watched intently.
Many in the digital-signage business have called for formal studies such as Nielsen’s to provide the advertising community with the necessary metrics to determine the effectiveness of in-store digital networks.
Don Graves aka.tv staff
