Measuring the success of digital signage: 5 important KPIs
More and more businesses are taking advantage of the strengths of digital signage solutions and their various application possibilities. Whether advertising, employee communication or representation of a modern brand image, digital signage promises a wide range of benefits. But how do you ensure that an investment in digital signage promises the desired success? For this purpose, relevant KPIs are used to measure success.
Measuring the success of digital signage applications is an important step in evaluating and optimizing effectiveness. This gives companies more transparency with regard to the return on investment and allows them to initiate measures to optimize the way they address their target groups.
Below we list the most important KPIs for measuring success. You will gain insights into relevant key performance indicators and best practices for their optimization. In this way, your company can ensure targeted use and make communication processes more efficient.
The 5 most important KPIs for measuring the success of digital signage solutions
Surveys and feedback
Interactive signage displays enable dialogue with target audiences, employees and customers. For example, it is possible for people to take part in digital surveys or provide anonymous feedback.
Your company will gain two important insights from this. First, how many people are interacting with digital signage. If the number of participants is not right, displays are not placed conspicuously enough or the messages are not communicated clearly.
Second, you gain insights into customer behavior and employee satisfaction. Through feedback and surveys, your company can identify areas for improvement as well as new ways to motivate the team and increase customer satisfaction.
With monitoring and sensor-based technology, your busisness collects important data about visitor behavior. Taking into account data protection aspects, integrated cameras count all visitors who become aware of digital signage applications. This gives your company more insight into the potential reach of advertising measures.
If your advertising campaigns are not getting enough attention, you need to optimize your targeting. Alternatively, your team needs to try different designs and messages to generate more curiosity.
Conversions and leads
With digital signage, there is an opportunity to track leads and conversions. For example, prospects can register for events or enter sweepstakes. Appointments can also be made.
If the number of participants is too low, your company can identify unused potential for improvement and can optimize existing messages and campaigns. Combined with the visitor count, your company can also collect an approximate value that puts reach and leads in relation to each other.
Digital signage opens up new opportunities in recruiting. Advertising-messages position your company as an attractive employer, and digital out-of-home solutions generate more reach. With the right approach, this also results in more applications.
Ideally, HR will inquire about how applicants learned about your company. This gives your team measurable insights into the success of digital signage applications for recruiting.
If the HR department does not receive applications through digital signage, the approach must be optimized or other incentives must be set. Test different variants of recruitment advertising and draw a conclusion after a few trial phases.
Efficiency of processes
In itself, this is not a KPI, but it is nevertheless a relevant measure of success for evaluating the use of digital signage. After all, digitized processes save time and reduce the workload on staff.
Signposts mean that fewer guests/visitors need the help of staff, and in the transport sector, too, this results in fewer queries regarding logistics in warehouses. The intuitive features of interactive displays ensure that your target group navigates and organizes itself independently. Especially at events and in retail there are advantages.
Cost savings are also an important aspect. With digital signage applications, your company saves on printing costs that would otherwise be incurred for classic advertising methods. In addition, you can adapt content in real time and to changing conditions – this means that messages are targeted to different audiences and addressed effectively. This reduces wastage and increases the revenue generated.
Social aspects, more on that in a moment, are also partially measurable. Green Signage saves electricity and energy costs and also reduces the amount of paper used in the company. This not only has economic advantages, but also improves the environmental balance.
Another way to increase efficiency through digital signage is the perceived waiting time through information for patients or visitors. Videos or attractively presented content create the impression that waiting times are shortened. This improves customer satisfaction.
Not every goal is measurable
KPIs support process optimization and provide insights into the success of your measures. Based on the mentioned KPIs, customer satisfaction improves and your company generates more leads. But not all areas of application or goals are measurable.
Many companies use digital signage to modernize their brand image. Examples include digital menus in restaurants or digital price tags in stores. Companies use them to aim for more sales and new customers, but measuring success is only possible to a limited extent.
The goal of many businesses is to improve their brand image and thus gain an advantage over customers and competitors. Measurability plays a subordinate role here. The main thing is to observe customer growth.
Social goals are also difficult to measure. Accessibility is becoming increasingly relevant and digital signage applications offer good solutions for this. These include voice over, Braille readers, high-contrast user interfaces and the display of content in simple language. Although companies also pursue economic interests to expand their target groups, the focus is on inclusion and social aspects.
Success measurement is a long-term process
When measuring success, it is important to ensure that processes are permanently optimized. Especially the use as a billboard needs several test phases in the beginning to ensure the right targeting.
However, it does not stop with the subsequent improvements. In order to exploit the potential of digital signage, regular test phases are necessary to optimize and maximize the success of campaigns.
Digital signage is more than a medium for enhancing a company’s image. With the right approach, you can evaluate existing processes using measurable KPIs and make them more cost-effective. This also opens up new possibilities for addressing target groups.