Part 6 - Measurement Matters


Author: Judy L. Hoffman

Network owners must find efficient ways to monitor screens and ads and offer detailed advertising reports for advertiser's, marketers and media planners.
And it is important to translate these into measurement terminology that is understood by the advertising industry.

In the case of digital signage advertising it is a new media and any new media is considered a risk by the industry. Media planners and ad agencies love the idea, but they speak a language that is foreign to the digital signage industry. They want audience measurements to prove reliability. It is the consensus of many that the answer lies in a mix of traditional measurements and 'real-time' data of screen views and store views.

The Return-on-Investment, or ROI translation with digital signage advertising can be frustrating for ad agencies and media planners. With more and more advertising networks being deployed and results being monitored, we are seeing solid measurements for ROI coming forth and digital signage advertising is emerging as the lowest cost in the industry with CPMs (Cost-per-Thousand), as spoken by advertising people, range from $2.00 to $12 per thousand viewers.

But caution is suggested when calculating CPM. How accurate is that "per thousand"? Traditional advertising targets viewers by zip code, zones, or viewing areas, and relies heavily on the potential customer to actually view the ad.

In the advertising industry there is a sizeable difference between 'readers' and 'circulation'. Print media may relate 'reader' count for a particular publication is 60,000. What they really mean is that the publication is distributed to 24,000 households with the assumption that there are 2.5 readers per household. This same concept holds true for television and radio; there is no exact count of who actually sees or hears the ads.

Compare a digital signage scenario. A store has 20,000 customers pass through a designated area each week. A digital sign is strategically placed for optimum viewing by all who pass. Couple this with statistics that 70% of shoppers make purchasing decisions while in the store. How targeted and easy to measure is that? And how much more accurate?

The next article will consider "impressions", "reach and frequency" and ways to measure and report these in terms that the industry accepts.

About the Author

Judy L. Hoffman has freelanced marketing and public relations services for over 20 years serving a wide range of industries worldwide and, while working as PR Specialist at Noventri (www.noventri.com), has nurtured a keen interest in the digital world and the effects of digital signage in the field of marketing and public relations. Hoffman is a freelance writer and has been published in numerous trade journals, newspapers, and online publications. Hoffman holds a Bachelors in Marketing Management.

More Resources

The $500.00 A Month Plan
One way to make extra money or start a business of your own is by placing advertising which will pay a good profit. Selling printed information by mail can br financially rewarding.
Custom T-shirts -- Put Your Company Logo on Cotton!
An effective way to gain company recognition is to order custom t-shirts with your company name, logo, phone number, and other important information on them. You can use customized apparel to outfit your employees as well as to contribute a sense of professionalism and reliability to your company.
Business Plan Appeal - Five Rules For Writing Attention Grabbing Headlines
The success of a business plan stands or falls on its ability to get potential investors to take a moment to read it. Nothing works better for doing this than well-written headlines designed to interrupt and engage investors.
5 Reasons Why Headlines Are Crucial To Your Website's Success
Without a powerful headline, your message stands little chance of being noticed in an increasingly competitive marketplace. If your headline doesn't capture attention and pull prospects into your sales copy, than your marketing effort is a total waste of energy and resources.
LED Score Boards
LED scoreboards can be utilized in most of the sporting event for eye-catching effects replace traditional scoreboards. This high- tech lighting system is both energy - efficient and able to produce a very bright light.
Radio and Television Ads: Clever Vs. Annoying
Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window?What makes one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on!One of the most successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail.
16 Methods for Getting Free Advertising
1. Place copies of your circular on bulletin boards throughout your community, such as in coin-operated laundries, grocery stores, barber shops, etc.
Testing Headlines
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
Choosing a Print Mail Dealer
"Print & Mail is a type of service that is popular among small mail order operators. It is an inexpensive way to get your ad material printed and mailed to people.
10 Simple Techniques To Make Your Ad Get Powerful Attention
1. Make your ad's keywords and phrases standoutby enlarging the text.
Write Attention Getting Advertisements
The most important aspect of any business is selling the product or service. Without sales, you aren't generating any income and your business will die.
Driving Customers to You - Your Car as a Marketing Vehicle
You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked.
Is there anything new under the sun? Heres how to find out if your bright idea is unique.
"There's nothing new under the sun" is probably the one phrase no inventor wants to hear, seldom believes, and is always trying to prove wrong. However, moving too quickly to prototype stage and first disclosure can turn out to be costly for the inventor who doesn't take the time to find out if his or her invention is already patented.
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears.
How to Get People to Read Your Ads Like CRAZY!
Rule One :- The HeadlineThe headline should summarize the whole offer. It should grab the eye, and make you want to read the subheading.
Persistant Advertising Will Do No Harm!
From my experience, I've been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is how to get massive sales right away.
Do I Need Raised Letter or Full Color Business Cards?
If you've been searching around for business cards that will best represent the image you want to portray for your business, then you've no doubt encountered many options. The Big Two, as I like to think of them, are "Raised Letter" and "Full Color.
Ten Secrets for Getting FREE Advertising
The opportunities for getting free advertising for yourproduct or services are only limited by your imagination andenergy. There are so many proven ways to promote withoutcost it's truly mind-boggling! Here are ten proven methods.
Create Your Dynamic Elevator Speech
So, what's an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness.
Take Your Radio Ads to the Next Level
Most small businesses do not have a high poweredadvertising agency to produce award-winning radiocommercials for them. Most award-winning radiocommercials win for the wrong reasons anyway.

More Advertising Information:

Related Articles

Using Ad Agencies and Designers
Advertising and promoting your business is expensive, so it's important to get the most from your advertising budget. That means understanding how to get the most from your ad agency or graphic designer.
If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret
A few years ago, I analysed the statistics of where one of my clients, M & M Pest Control in Sydney, generated all their leads from. As a result of this, Ray Milton, the director of the company said:"Scott measured the results we were getting from our advertising, and as a result, this confirmed my decision to eliminate over $42,000.
What Makes Advertising Successful?
MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD: 1. PERSUASIVE SELLING COPY.
What the Newspaper Ad Person Won't Tell You
Newspapers are considered the PRIMARY advertisingmedium by 99.4% of all retailers.
Super Secret Tip For Using PPC Search Engine Advertising Successfully
It's not about traffic; it's about generating leads.That's right.
What Does the Back of Your Business Card Say?
Business cards with nothing on the back are wastedopportunities to sell.Use the back of your card to expand and reaffirmyour selling sentence (which should be prominenton the front of your card).
How to Save Money by Making Your Own Sign
In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc.
Scrolling LED signs
Scrolling LED signs is type of LED signs that displays Scrolling text and can be used as outdoor and/or indoor outlet. Wide variety of businesses uses this equipment to spread news and other information quickly and efficiently.
8 Low Cost Ways To Advertise, Promote and Market Your Business
We all are looking for ways to market our businesses cost effectively. I have come up with 8 ways to do just that all low cost to free.
Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency
This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings.
Creativity and Getting Outside of the Box
Sitting in front of a blank piece of paper? Wondering where in the world to start? I have a suggestion. Turn the page upside down.
A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!
FACT: Most people don't spend anywhere near enough time on creating a strong, compelling headline.Which is why many copywriting experts.
7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets.And nothing throws a budget out of whack faster than advertising.
The First UK Man To Become a Human Billboard an Interview
Advertising on humans using tattoos is rapidly kind of freak niche that is definitely growing. It all started about two years ago (to the best of my knowledge) when a guy ran an ad on eBay offer his forehead as a billboard.
How You Measure Yourself Is How You Motivate Yourself
One of the keys to strong positive mental attitude is what you compare your personal performance to. Do you compare your sales results to the top producer in your industry? Do you compare your basketball playing ability to Michael Jordan? Do you compare your last presentation to a speech delivered by Ronald Reagan or JFK? Or do you compare your results today, to those you had yesterday? Sports, sales, and the media teach us to compare our success against that of others, living or dead.
What Is Most Important - Copy Or Pic?
When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding debates - in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise - about the meaning of advertising, the significance of advertising, and the past, present and future of advertising.
Prove It! - Give Your Marketing and Advertising More Credibility
Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down.
Why Would Anyone Want Your Business Card?
Do you remember how proud you were the first time you saw your name in print?Most entrepreneurs feel that same flush of pride when they gaze on their new business cards. That small piece of paper represents years of planning and effort and hard work and dreams.
Books, Bibles and Fast-Talkers
Every community has 'em. Fast talkers who rollinto town with a clever idea to sell to people inbusiness.
Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad
If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content,you can empower them and ignite a tornado of sales at your website.Read, understand and use them and burst open the floodgate of sales.