The Digital Moment of Truth – Measure the Response
Without a call to action, it can be difficult to measure consumer engagement and overall effectiveness of digital signage content.
If the goal is to increase sales, create call to action messaging which can be measured. The effectiveness of passive media content can be measured against objectives using data, reporting, and viewer tracking and analysis. Interactive content can be measured by tracking which content receives the most active engagement and attention.
If the goal of the content is to entertain and/or advertise to the audience, there are also ways to measure this engagement. Traditional methods are similar to television. There may be services retained to “rate” the audience engagement, traffic, and demographic data. Increasingly, there are technology-based solutions for measuring viewership. Some display systems use Anonymous Video Analytics (AVA) to measure viewership. This can be helpful in determining the most engaging content, and to further optimize and realize better results by adjusting content strategy based on the results.
This is one section taken from Reflect’s recently published whitepaper, The Digital Moment of Truth. Click Here to download the full whitepaper. Select whitepaper download from the category drop down list, enter your information, and you will receive an email with a link to download the whitepaper.