• SIGN PROCESS
    • Assessment
    • Wayfinding
    • Design & Planning
    • Sign Selection
      • Interior Signage
      • Exterior Signage
      • Digital Signage
    • Project Management
    • Implementation
    • Maintenance
  • PRODUCTS
  • SOLUTIONS
    • ADA Compliant
    • Corporate
    • Cultural
    • Donor Recognition
    • Education
    • Government
    • Healthcare
    • International
    • Sustainable
  • SUCCESS STORIES
  • LOCATIONS
  • NEWS
  • ABOUT
ASI SignageASI Signage
  • SIGN PROCESS
    • Assessment
    • Wayfinding
    • Design & Planning
    • Sign Selection
      • Interior Signage
      • Exterior Signage
      • Digital Signage
    • Project Management
    • Implementation
    • Maintenance
  • PRODUCTS
    • Interior SignageExterior SignageDigital Signage

      ADA-Ready™ Signage Options

      • InForm™
      • InTouch™
      • InTac™
      • InTac Eco™
      • Terra
      • SignEtch™

      Modular Signage Systems

      • Puzzle™
      • Jigsaw™
      • PerFORM™
      • Infinity™
      • Pacific Interior™
      • Messenger Interior™

      Extrusion Signage Systems

      • Horizon
      • Venus
      • Fascia

      Additional Interior Signage

      • Dimensional Letters
      • Custom Signage

      Modular Signage Systems

      • Messenger Exterior™
      • Pacific Exterior™
      • Compass™

      Additional Exterior Signage

      • Dimensional Letters
      • Custom Signage

      Interior Digital Signage

      • Digital Signage
      • SlimLine
      • ID Screen

      Exterior Digital Signage

      • LED Digital Signage
  • SOLUTIONS
    • ADA Compliant
    • Corporate
    • Cultural
    • Donor Recognition
    • Education
    • Government
    • Healthcare
    • International
    • Sustainable
  • SUCCESS STORIES
  • LOCATIONS
  • NEWS
  • ABOUT

ROI of Digital Signage

Home digital signageROI of Digital Signage

ROI of Digital Signage

May 11, 2011 Posted by Liz Kelly

One of the tremendous benefits stemming from this golden age of digital marketing in which we live is that, theoretically, the return on investment (ROI) on the marketing dollars businesses spend can be calculated more quickly, and with greater transparency and accuracy. The digital signage industry in particular, which has seen an explosion of growth over the last decade, has been wrestling with this issue for at least as long, if not longer. And no wonder: as the technology has improved, and demand increases, the financial cost to the end-user has actually dropped, similar to what typically happens in the consumer electronics sector.

Of course, the operative word in that first sentence is “theoretically.” Digital signage networks allow for plenty of real-time data analysis, including audience numbers, level of direct interaction (especially in the case of kiosks and touchscreens), and even sales figures. Wal-Mart recently unveiled some impressive numbers following its deployment of an integrated digital media campaign that combined both in-store digital displays and its high-traffic online site.

Yet the average digital signage business user without the massive resources of a global retailing behemoth like Wal-Mart still struggles with how to calculate accurate or even semi-accurate ROI numbers. When you invest in a four- or five-figure digital signage network, how do you determine how much of your sales – whether they increased or decreased – following its installation can be attributed to the network itself and its content, and how much from some other, unrelated cause?

Enterprise digital signage experts caution that standard measurements of ROI aren’t enough when applied to something as multipurpose and multifunctional as digital signage. Digital signage, as with many marketing and advertising media, is often used for any or all of the following reasons:

  • Informational
  • Educational
  • Wayfinding
  • Brand awareness
  • Brand recognition
  • Image
  • And yes, Sales

Any and all of these are perfectly legitimate reasons for using digital signage; however, each of them requires a different means by which to determine ROI. If, for example, a grocery store were to install a digital signage network to inform its shoppers of its non-grocery goods and services (e.g., floral shop, wine store, etc.), it might consider sales in those non-grocery areas to be a relatively good measure of the network’s ROI, but so would increased awareness among that audience that the store even had those goods and services.

In another context, a large research hospital might deploy a digital signage solution to inform its staff and faculty of its daily schedule of conferences, workshops and seminars held throughout the campus. Measuring the ROI of that network would take into account the rate of attendance to those events following the signage installation, as well as the increased awareness of those events among its staff. Hard financials wouldn’t even come into the picture in that context, since the hospital is clearly more interested in promoting its educational offerings and possibly increasing attendance at those events, not in actually selling anything.

Thus, once you determine your reasons for installing digital signage, you can more accurately determine a means by which to measure its ROI. There’s still more work to be done to get to a final, reasonable answer – measuring sales can be challenging in the wake of a digital signage launch, since correlation doesn’t always equal causation, i.e., an increase or decrease in sales may be the result of some external, unrelated phenomenon – but this first step is an essential one in analyzing the effectiveness of your digital signage investment.

Tags: digital signage
0
Share

You also might be interested in

LEED-Certified Project Review: Spotlight on Architectural Signage Solutions for LEED Projects

Apr 25, 2011

Everyone knows by know that April is the Green month[...]

Does Your Interior Design, Wayfinding Plan and Signage Solution Take the Audience into Consideration?

Feb 4, 2011

In the last 10 years, conference halls and hotels have[...]

ADA-Compliant Digital Signage Through Innovative Technologies

Feb 1, 2012

Managing ADA accessibility is important to consider not only when[...]

Latest News

Historic Figures in Signage – Duke Ellington

Historic Figures in Signage – Duke Ellington

March 19, 2021

Guide to Modular Signage

Guide to Modular Signage

March 4, 2021

Pantone’s Color Matching System

Pantone’s Color Matching System

January 22, 2021

Pantone is the most important color matching system in the...

Top 3 Benefits of Design-Build

Top 3 Benefits of Design-Build

December 9, 2020

Design-Build is an ASI service option where signage design...

May 2011
M T W T F S S
 1
2345678
9101112131415
16171819202122
23242526272829
3031  
« Apr   Jun »

Archives

  • March 2021
  • January 2021
  • December 2020
  • August 2020
  • June 2020
  • April 2020
  • March 2020
  • February 2020
  • January 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • July 2019
  • April 2019
  • February 2019
  • January 2019
  • December 2018
  • November 2018
  • September 2018
  • August 2018
  • July 2018
  • June 2018
  • May 2018
  • April 2018
  • March 2018
  • February 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • June 2017
  • May 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • October 2015
  • September 2015
  • July 2015
  • June 2015
  • November 2014
  • October 2014
  • September 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • November 2013
  • September 2013
  • August 2013
  • July 2013
  • May 2013
  • April 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010

Contact

Point of Contact:
Steve Calhoun
Email
Tel 314.421.2288

Request a consultation for your architectural signage solution today! Get Started

Company Information

  • ASI SIGN SYSTEMS, INC.
  • Corporate Office:
    8181 Jetstar Drive, Suite 100,
    Irving TX 75063
  • 1.800.274.7732

Contact & Support

  • Contact Us
  • Client Portals
  • Careers
  • Register for Updates

Resources

  • Colors & Finishes
  • LRV Calculator
  • Continuing Education
  • Resource Documents

 

Privacy Statement • Legal
© Copyright 2021 . ASI Sign Systems, Inc. dba ASI. All rights Reserved.

Prev Next
Cookie Consent Options