Accenture gets feet wet with digital signage measurement

aka.tv brings us a nice article on Accenture's foray into digital signage:

"Tom Langeland, associate partner at Accenture’s Digital Media Services, said that despite much talk about targeting out-of-home audiences over the last few years there has been little action. Speaking at the Digital Signage Summit in New York City today, he said that a 'granular' approach to the industry is needed to reach an audience that is harder to reach, harder to satisfy and increasingly bombarded with irrelevant media.

Putting some of its $14bn revenue where its mouth is, Accenture has partnered with Smart Sign Media – an outdoor marketing firm specialising in LED signs – which has pioneered customer targeting based on data obtained using its proprietary Smartrak technology."

I don't quite think that technology is ready to put hard numbers on viership levels for digital signage networks, but I certainly think that this is a step in the right direction.