Bradley Cooper, Technology Editor for Digital Signage Today, gives tips on measuring the success of your digital signage project, including your KPI’s, creating content and more. 

1. KPI’s

Firstly, make sure that you understand what your key performance indicators are. These are the metrics you will use to determine if your digital signage campaign is succeeding or falling behind.

You need to figure out what exactly you are going to measure such as:
• Impressions.
• Conversions (the customer purchases the product).
• Brand awareness.
• Interaction.
• Social media engagement.

If you have a clear idea of what you want to accomplish, you can set a plan in motion to measure your campaign. However, if you just have a fuzzy idea, you should probably wait to buy that expensive display.

2. Content

Consider how are you going to create content for your digital signage. This can involve a lot of steps, such as:
• Establishing the type of content you are going to use (videos, images, interactive, 3D etc.).
• Determining what software to use to create content.
• Deciding whether to design content in-house, through a vendor or an agency.
• Selecting someone to manage the content regularly.
• Understanding your target audience.
• Measuring the effectiveness of the content.

Loading a Powerpoint presentation onto an LCD display and hoping for the best is not enough. You need a clear plan in place on who is going to create, manage and measure the content’s effectiveness.

3. Digital signage overtime

In order for your digital signage to truly stand out, you need to continue working with it, by updating content, measuring its effectiveness, and possibly upgrading its hardware or software. If you do not continue working with it, the displays will appear to be of poor quality and customers won’t be impressed by the content.

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