Chapter 1 | Measuring the audience
Chapter 2 | Measurement and analysis for ad-supported networks
Chapter 3 | Measurement and analysis for informational and brand-driven networks
Commentary | Retail digital signage from niche to mainstream?
Appendix | Related articles from Digital Signage Today
Online advertisers have it easy. Well, perhaps not too easy it is a pretty crowded space, after all, as a cursory glance at any given browser window will tell you. But online advertisers have something pretty incredible going for them they have a rich set of data on who has seen their ads, who has reacted to them and what those reactions were.
For traditional media like television and radio, numbers like these are just a pipe dream. A television advertiser sends out his message into the ether, and if a screen is turned on and tuned to the right place, it will display. Even then, theres no way to tell if theres a human being in the room to see it. (The growth of digital cable, which is a two-way medium, is changing that, but thats another story.)
An online advertiser, on the other hand, knows exactly how many times a given banner was served, what percentage of people clicked it and at what times of the day they did so. If that click leads to interaction of some sort say, signing up for a newsletter suddenly the amount of relevant data spikes upward. Over the course of a campaign, an advertiser can assemble some very real, very useful numbers.
Digital signage lies somewhere between those two, but it is closer to the latter in most regards. There are still instances where the tree might be falling in the forest with nobody around to hear it, but traffic measurement techniques and data analysis software are chipping away at this. Companies that hang digital signs in their business space are increasingly able to determine how many people are viewing the content on those signs.
Those numbers are worthwhile, whether the business is selling ad space on the screens or using them entirely for informational and brandbuilding purposes. They allow intelligent choice of content based on context with the ultimate goal of delivering the right message to the right person at the right time.
Wed like to thank BroadSign International, whose kind sponsorship of this guide enables us to provide it to you at no cost.