Case Study-The Study Part 3
Case Study
Tracking ROI Progress
Where Does Digital Signage Fit?
The digital system offers some side benefits, as well. Service is faster because people arrive at the counter knowing what they want. Plus, their time in line is more entertaining, McCarthy says.
“It’s no secret, digital signage is a new medium, and it’s a real challenge to convince advertisers that the audience is there, paying attention, and worth paying for,” says Bill Collins, executive editor (USA) for aka.tv, an online publication that manages networked digital signage advertising systems for clients worldwide.
aka.tv recently helped Tesco in the United Kingdom launch a digital signage network at 100 of its largest department stores — with a planned rollout to another 300 this year. That expansion, though, was originally slated for completion by late summer 2004. The delay, Collins says, partly reflects the complexity of implementing a widespread network coupled with the difficulty of convincing the client that the network is worth the cost.
How do skeptical advertisers measure their return on investment (ROI) for digital signage? Once they have it, how do they know it's working? And if it’s working, what’s it worth? How do they quantify attributes such as flexibility and response time? These are just a few of the questions potential customers want to know.