Digital Signage Out-Of-Home - Automated Audience Measurement
Digital signage, also called dynamic signage, is a specialized form of marketing in which video or multimedia content is displayed in public places for informational or advertising purposes. A digital sign generally consists of a central processing unit or playback device connected to a large, vivid digital screen such as an LCD or plasma display.
Digital signage is used in department stores, schools, libraries, office buildings, medical facilities, airports, train and bus stations, banks, auto dealerships and other public venues. The reason why digital signage has taken some time for widespread adoption is primarily due to the lack of impression measurement; which is directly associated to the Return On Investment (ROI) of this type of medium.
Some companies are working on what's called digital signage audience measurement or eyes on impression metric which will allow digital signage advertisers the ability to count how many people viewed their ads and for how long. EOI (Eyes On Impressions) is the industry's first bona fide attempt to get on board with traditional forms of media. The EOI measures the amount of people likely to see an ad by measuring format and location of the Digital Signage.
Both Nielsen Media Research and Arbitron are quietly laying the groundwork to measure out-of-home video networks, currently a $1.3 billion dollar industry and one of the fastest-growing segments of out-of-home. The initiatives coincide with the Out-of-Home Video Advertising Bureau's push to standardize research and metrics for the segment as outlined in the group's Audience Metric Guidelines, presented to the American Association of Advertising Agencies' media research committee.
This technology is growing fast and will do marvels in this industry and that's why we're constantly keeping tabs on the progress of audience measurement in the digital signage space.