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Audience measurement technologies are taking the guesswork out of running digital signage networks, and making it possible to tune and trigger content based on who’s watching, when and why.
A variety of technologies that are competing, but also complementary, are available to help count and profile viewers — data that can then directly shape what’s on screens, and optimize the marketing and messaging opportunities presented by digital signage in a broad variety of use cases.
There are at least three main drivers behind audience measurement technologies:
1. Relevance: When there’s data indicating who’s watching, content can be adjusted and tuned to more specific interests.
2. Accountability: Gross audience estimates no longer work for brand advertisers who get very specific, granular traffic data when they do their marketing online, and now want the same for other media investments.
3. Timeliness: Archival audience data can help people scheduling networks do a better job of turning programming to audience characteristics, and real-time data can adjust programming on the fly.
Assessing Eyeballs
Before breaking down how those technologies work in each case, first look at the types of audience measurement analytics technologies being deployed with and for digital signage networks.
Putting Data to Work
All of those counting technologies produce mountains of data, but the companies behind them understand that to be useful to marketers, merchandisers and business communicators, that data has to be harmonized, rationalized and presented in easily digestible formats for customers. Most vendors provide highly visual dynamic charting that yields quickly understood insights on what’s happening in their venues.
These insights can provide companies with:
Actionable Insights for Signage
Making programming decisions about the type, tone, volume and frequency of messaging is much easier when network operators understand when and where people watch and for how long, as well as how those people change through different time periods.
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For example, the demographics and traffic patterns of shopping malls can vary dramatically between a Friday and Saturday morning. Content developers can adjust messaging to align with dwell time data, so that marketers aren’t trying to show 30-second promotion videos in an area that, data suggests, commands viewer attention for an average of six seconds.
Digital signage network operators have often had to rely on other data, such as gross foot traffic estimates, to characterize the viewing audience for their screens, for advertising or for other purposes. Detailed, ongoing data — particularly when visualized — provides the necessary credibility for operators to compete with online and other media for marketing dollars.
Paired with a robust digital signage content management system, and smart signage displays that can change messaging dynamically, real-time data opens the opportunity to make advertising, promotion, safety or other messaging relevant to a place and moment. For example, computer vision is being used by a Detroit startup at entertainment venues to analyze line-ups for food services and washrooms, showing in real time where the waits are longest and shortest. The result: balanced and therefore shorter waits — and more sales.
Digital signage is just another technology that can take great advantage of data. But here’s the difference: In most cases, big data generated by devices gets reviewed by analysts, to shape decisions and trends. With digital signage, real-time data can result in real-time messaging — with real impact.
Learn more about how digital signage can provide a new level of customer interaction and engagement for your enterprise.