Keywest Technology offers helpful advice for digital signage campaign success
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Creative Director Brian Bibler, over 15 years of graphic design check and shows a common goal of any campaign, whether analog or digital implementation. Bibler States, “as every other aspect of the business, the successful deployment of digital signals depends on achieving an acceptable return on investment in technology and content to be displayed.”
digital signature is varied and diverse, which means the background, knowledge and skill led to the creation of content supplied through this powerful medium is as diverse and varied.
For example, consider the obvious differences between a chain of four-star hotels at the corporate level for the use of digital signals through their properties in order to receive guests is determined to provide signage and promotion of the various features and amenities. Now for the local sports bar, the digital signals to the drinks and menu items are added to promote thinking, while the customers quench their thirst and watch the game.
These two completely different types of companies, is moving dramatically with the resources of different digital signage content, access to different levels of experience with the use of media to the public, and very different ideas of what you want with digital signals to achieve.
Despite those differences, however, the hotel chain and only a sports bar, along with any other digital signage users, have one characteristic in common when it comes to digital signage: Determine the return on investment and not only hardware and software are needed, but also used in digital content.
determining return on investment in hardware and digital signage software is quite simple. Simply divide the cost of both by their life expectancy in months or years. (For this example, use months.) Check out the monthly cost of the revenue generated from the digital signals and dividing this difference by the monthly cost.
example, the ROI of a simple single sign-on system that would look like $ 6,000 for hardware, software and screen costs. Starting assigned a useful life of five years or 60 months, has cost $ 100 for each month of the life of the system. If the sign generates an additional $ 150 per month into the job, then the ROI in this example is 50 [percent to $ 150 (income) is - $ 100 (monthly cost of signaling) = $ 50 / $ 100 (monthly cost of signaling) = 0.5].
The same type of equation of ROI for digital signage content can be applied, but there are a few wrinkles that do it a little more complicated. First, note that the lifetime of the content is much shorter than the hardware and software. To be effective, that constantly attract the customers, the content is fresh and relevant. Therefore, in a retail environment, the lives of the contents, which are measured in weeks or even days, during certain times of the year.
the expense side of the equation a little more complex when it comes to digital signage content. For example, you can create content in-house or by an external agency? If the company is a new employee is required, existing or a graphic artist, to take responsibility. Content elements can be used repeatedly in successive campaigns, which cost sharing of content across multiple applications? Content is “free” as an RSS feed you can in some seasons and not in others, which affects the cost of digital content to assume differently? Is the digital content is assigned for each location at several points through which a portion of the costs can be used?
third content, digital signage often has nothing to do with trade. During the generation of income other than the target of the samples, the ROI on the content is a little soft. Considerations such as good will to create in the audience are much more difficult to quantify the dollars and cents.
While determining the ROI of digital signage content creation, it can be difficult, is essential. After all, it is the logical first step in assessing the value of each marketing-digital signage content.
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