We did it again! Check out our new end of the year holiday video. Santa's belief numbers are down a lot this year. How will he boost awareness and spread his holiday cheer all across the world? You'll need to watch to find out.
Did you like the video? Please comment.
Happy Holidays from the Captive Indoor Media team!!
Thursday, December 22, 2011
Thursday, December 15, 2011
What's the ROI of 'here' or 'there'?
Does screen placement effect digital signage ROI? For example, is it fair to measure the ROI of a screen placed in a retail environment the same way as a screen placed in an office cafeteria? The answer is obvious - No. It's unfair to measure their success, or failure, the same way. Think about it - the objective, or goal, of these screens are completely different. One serves the purpose to promote, advertise, and sell while the other is there to inform, remind, or entertain.
Measuring digital signage effectiveness is not a simple task, but before trying to monetize any return, make sure what you're measuring even makes sense. Start with measuring the objective - whatever that may be - Because the return on objective, most of the time, will often show whether or not you are getting what you expected from your digital signage system.
Screen placement is one thing. Deciding an objective is another. But content is the thing - and knowing when and where to schedule it can make a big difference. Let's say you have a beautifully placed screen in a bank lobby with the objective of entertaining and lowering the perceived wait time for customers. The screen is at eye level and anyone who sits down in the lobby looks at that screen. But, one thing is off - The content is not entertaining. Instead the screen is pushing information about bank products bank product and services with the occasional word scramble. If the objective is to entertain, then the majority of the content must be entertaining (TV,trivia, fun facts, etc). When you go to measure your return on objective, odds are you won't receive the return you expected. So, not even the best placed screen and clearly defined objective will save anyone from poorly designed and placed content.
In conclusion, YES, screen placement does effect digital signage ROI along with many other attributes. However, sometimes it's not the ROI that should be measured, but rather the ROO (Return on Objective). Digital signage is still a young marketing tool with a lot of grey area in monetizing return. As time goes on more and more formulas will form to help attach dollar signs to digital signage. That said, one thing will never change - the objective!
Measuring digital signage effectiveness is not a simple task, but before trying to monetize any return, make sure what you're measuring even makes sense. Start with measuring the objective - whatever that may be - Because the return on objective, most of the time, will often show whether or not you are getting what you expected from your digital signage system.
Screen placement is one thing. Deciding an objective is another. But content is the thing - and knowing when and where to schedule it can make a big difference. Let's say you have a beautifully placed screen in a bank lobby with the objective of entertaining and lowering the perceived wait time for customers. The screen is at eye level and anyone who sits down in the lobby looks at that screen. But, one thing is off - The content is not entertaining. Instead the screen is pushing information about bank products bank product and services with the occasional word scramble. If the objective is to entertain, then the majority of the content must be entertaining (TV,trivia, fun facts, etc). When you go to measure your return on objective, odds are you won't receive the return you expected. So, not even the best placed screen and clearly defined objective will save anyone from poorly designed and placed content.
In conclusion, YES, screen placement does effect digital signage ROI along with many other attributes. However, sometimes it's not the ROI that should be measured, but rather the ROO (Return on Objective). Digital signage is still a young marketing tool with a lot of grey area in monetizing return. As time goes on more and more formulas will form to help attach dollar signs to digital signage. That said, one thing will never change - the objective!
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