Tuesday, July 19, 2005

Yet another digital signage ROI article

aka.tv has a nice introductory article about the necessities of quantifying the return on investment (ROI) for digital signage networks. While not as in-depth as my own analysis of digital signage ROI (links below), it makes some good points. For example:

[Beth] Corbett, whose New Media Services Group at Nielsen has provided research for private advertising networks since 1983, says that for digital signage to be taken seriously by ad buyers, it needs to develop a measurement system with a number of standard elements:

* First, she says, the system should be independent, to give credibility to whatever findings it makes. Individual networks all claiming the merits of their own products and customized measurement only serve to raise a question mark over that research, says Corbett.

* Secondly, any measurement system needs to be methodologically sound, with research taking into consideration the entire network through the course of an entire ad cycle, not just busy locations or days of the month.

* Finally, says Corbett, the system has to produce an end result that media buyers can recognize and integrate into their existing packages. “Ad agencies have to have a means of comparing the various networks to combine them in ad buys, and to understand how they fit in their total media mix,” she says.

Check out the rest of the article here. And when you're done, read my own articles on the matter here:

1: Calculating Digital Signage ROI: The Ground Rules
2: Calculating Digital Signage ROI: Understanding the Limits of Your Data
3: Calculating Digital Signage ROI: 3 Metrics that Matter
4: Calculating Digital Signage ROI: Methods to Gather your Data
5: Calculating Digital Signage ROI: Managing Expectations

1 comment:

Anonymous said...

This is a good tool for reference:

Link: IAdea Digital Signage ROI Calculator