Any time an organization implements a digital signage solution, they should have three key plans in place: (1) the implementation plan, (2) the content creation and update plan and (3) an ROI measurement plan. In order to measure ROI you need to know what impact the solution has had on the business. This impact should be measured in terms of impressions, retention and action.
By delivering messages with a digital medium, you can create impressions by how many times a person sees the message. You can change the look and feel of the message, but deliver the same content. Each time the target audience passes the display and the message is on the screen you are making an impression. In your content plan you should have directions for creating a message and creating multiple visual representations of that message. Each time we see the exact same message (a static poster for example) we become more immune to the message. But if the message is changed regularly (background color, font color, position on display, etc.) then we are less likely to become immune and more likely to have a fresh impression and higher recollection. Monitor the location of the display and the foot traffic at various times during the day. Retailers will sometimes place the digital signage display in breakrooms or near time clocks, as these have real, predictable foot traffic during the day. Count the number of people who pass the screen and align that with the number of times each piece of content is played. This gives you a reference for the number of impressions. You can vary your playlist and adjust the content based on your impression objectives and results. We suggest that you take this measurement at least quarterly and that you do so in as many different sites as is reasonably possible.
Retention is the ability of the target audience to recall the message that they were presented. There are a couple of accurate ways to measure retention. The first is to provide a survey. The survey can be accomplished by having someone stand outside the general area of the digital signage display and have them ask a question to see if the audience member responds in a way that indicates they retained the message. Or you can provide the audience with a paper survey and ask questions to gauge their retention and also their understanding. Both have advantages and disadvantages, and the accuracy and success depend heavily on company culture. If your audience has access to a computer (assigned or shared) you can also provide an online survey in which the audience is asked questions and results are tabulated.
The third and most important is action — did the message spur the audience on to action? That action might be submitting an updated document in a timely fashion, performing a specific task or capturing information and using that information in the performance of their role, assignment or job. Less direct, but just as important is the attainment of period goals. Using the flexibility of digital media, you can place broad corporate goals alongside focused site-specific goals. You can display performance against those goals and you can generate enthusiasm, engagement and productivity toward achieving those goals. One of the first action oriented measurements that we suggest is that after implementing the digital signage solution, you run a contest that requires the audience to perform a simple act to be qualified for possible prizes. This can be as simple as saying hello to a manager or completing a simple prize form. This will give you immediate feedback as to whether the audience is viewing the messages and willing to act on what they see or hear. We suggest that you hold two to three contests per year and that you vary the time when they are offered; this will keep the audience engaged and watching for the next event. We also recommend that you utilize testimonial information to spur action. Seeing the video of a colleague who achieved some success will spur the viewer to action in order to be successful like their colleague and potentially be recognized as well.
This is an “owned channel” and, unlike external social media or broadcast media, you have complete control over the message, the frequency and the delivery. Use that flexibility to trial and discover what works best for your company culture. Measure the number of people and number of messages to get impressions, measure the retention by asking if they remember what they saw. Then watch and measure how involved they get in programs that you communicate through this medium. Digital SignageToday
Do you already have your three key plans in place? Contact SignCast and we can help get you started!
(Photo credit: LendingMemo.com.)