| | DEC 18 - JAN 1919CIOReviewDigital signage is growing in tandem with technological advancements and changes in communication styles and processes. In this day and age, the expectation is that fresh information is readily available and information shared via digital signage is fresh and up-to-date. These changes necessitate alterations in measurement--we're no longer just running ads on digital signage. We're sharing news or promotions, providing way finding, entertainment, and more.ROO vs. ROICulturally, we place significance in keeping up with the times. Still, there will be individuals hesitant to readily accept change, particularly when new technology may seem costly. These are the folks you will need to validate expenditures with as it relates to Return on Investment (ROI) and Return on Objective (ROO). To determine ROI and ROO, you must define the function of your digital signage.While ROI considers your return on investment, the amount spent versus hard dollars returned over time, ROO considers your return on objective. For digital signage, often ROO needs greater attention, as our true objective and function is communication. How does one measure ROO? To define your ROO, you must consider: what will my content communicate, to who will it communicate, and where? Your target audience may be customers By Earl Naegele, Managing Director, Commercial Sales, Peerless-AVMAKING THE CASE FOR DIGITAL SIGNAGE: ROO VS. ROI
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