Article
MediaTile's Return on Message methodology ‘scores' digital signage
Content, sales uplift and viewer reviews all contribute to a new system for rating the effectiveness of digital signage messages.
March 16, 2009
As part of the continuing push to develop metrics for all aspects of digital signage, the executives of Scotts Valley, Calif.-based MediaTile have developed Return on Message (ROM) methodology, which gives digital signage installations a score based on the effectiveness of their messaging. Scores are based on both qualitative and quantitative results from expert reviews, sales analytics, automated content delivery reports and intercept surveys from customers and staff of the deployer.
The measurement system was released last month during the Digital Signage Expo, where MediaTile execs gave demonstrations of the system integrated into the company's MediaCast content delivery and management system. MediaTile also released a white paper at that time about Return on Message, authored by Keith Kelsen, executive chairman of the board for MediaTile and chair of the Content Best Practices committee for the Digital Signage Association.
The methodology helps deployers answer three key questions about their digital signage messaging:
1. How do I effectively measure and predict the impact this network will have? 2. How can I plan and optimize to achieve a desired result? 3. What needs to be included in the content?
"Those who failed to reap significant benefits [from digital signage] often tried to apply existing marketing techniques to this intimate space," Kelsen writes in the white paper. "Many tried to re-purpose existing content with no awareness of the environment or appreciation of the impact. In the final analysis, it is not a technology solution as much as it is a message solution that delivers the desired result."
How it works
The five-step ROM process starts with an information gathering and objective setting stage. Second, baseline analytics are established by surveying the deployment site, customers and staff. Third, the content for the digital signage network is reviewed, rated and created, and the baseline analytics are reviewed. Fourth, the installation begins and the system is launched.
The final stage is an in-depth ROM study after the first 45 days of the program. A team of experts from MediaTile then reviews all the information and creates the final ROM report, containing progressive information and the keys for the launch of the full program.
The seven indexes
ROM uses seven indexes to measure the effectiveness of digital signage, which were derived from the recently-published Best Practices in Digital Signage Contentfrom the Digital Signage Association. They are as follows: Content, relevancy, interaction, schedule, placement, refresh and attraction.
ROM profiles these indexes and ranks their effectiveness. The result is two graphs for the deployer to use for assessing the message, the ROM Index and the ROM Viewer metrics.
The axis for the ROM Index, shown in figure 1, is the intersection of the seven indices that are assigned values from the center (representing zero) to 10 on an increasing scale. Each segment of the heptagon is filled with the corresponding rating. These ratings are individually weighted, based on other factors such as the type of network (point-of-sale, point-of-transit and point-of-wait), as well as the specific industry, creating a specific segment profile. The total value is the sum of each section on a scale of 0 to 10. The cumulative number is the actual average of all segments added together to a maximum of 70.
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The second graph is the result of the intercept surveys from viewers of the network, which is about their response to the message, dwell time, interaction, recall and awareness. An example of this graph can be seen in figure 2.
The goal
After the dust clears and the deployer has an ROM index score and viewers surveys, the goal is to use them to improve the digital signage messaging. MediaTile calls this Digital Signage Optimization.
By using the information provided by ROM, deployers should be able to see what is working and what isn't with their digital signage deployment. For example, if the interaction score is low, perhaps the screen's location should be changed so it's more accessible to the customer.
Ultimately, deployers should be able to create highly relevant playlists of content unique to each screen based on the ROM analytics.
"The goal here is to get a better understanding of what specifically needs improvement," Kelsen said. "We're trying to uplift the whole industry and push the envelope on how to maximize digital signage networks."
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