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digital signage ROI

Contributor(s): Matthew Haughn

Digital signage ROI is the return on investments made on digital signage used to advertise and attract customer attention or communicate information.

The relationship between customers and businesses is difficult to quantify. Businesses measure signage ROI as a means to determine the effectiveness of dollars spent to advertise using signage.

One method businesses use to determine the return on their investments in digital signage is to determine if the purchase meets the objective it was made to fill. If signage was used for interdepartmental communications in an organization, determining the return on investment by way of return on objectives could be achieved by getting departments to rank the improvement in information availability.

Performance evaluations can be another test that can shed light on ROI. Both before and after the addition of digital signage performance can be evaluated. Changes in performance not explainable by other causal factors can be an indication of signage ROI.

Often, specific measures are implemented for a given installation. Complex measurements can include advanced technologies such as facial recognition cameras capturing consumer reaction to signage. Measurement can also be as simple as counting unit sales of an advertised item.

This was last updated in May 2018

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