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Digital Signage Analytics

 

WHAT IS IT?

Analytics allow an organisation to move away from a generic, mass-market approach to advertising, offering personalised content and matching the needs of different demographics at different times of the day. In short, it delivers a personalised customer journey, enhancing the shopping experience whilst maximising revenue and ROI for the advertiser.

WHY IS IT USEFUL?

The key driver for the implementation of digital signage systems is advertising - this generates revenue and engages customers and as a consequence, is critical to the competitiveness of a business in today's technology driven market.

But how is the effectiveness of this advertising measured? how can a company ensure that advertising is targeted and dynamic, providing the best possible results?

The answer is simple: the use of digital signage analytics.

HOW DOES IT WORK?

Built-in cameras and NFC (near field communication) technologies coupled with face recognition software allow a company to collect detailed customer data: number of viewers, demographics, attention/dwell times and time and length of the visit.

This data can be used in conjunction with other variables such as weather and even if a customer has visited previously - and all married data becomes a hugely powerful market measurement tool. And as no tangible data is taken or stored, no infringement of a privacy occurs.

WHAT DOES IT DO?

The information collected by analytic software allows an organisation to collect detailed insights into customer behaviour and ultimately, the success and effectiveness of advertising and marketing campaigns.  In short it provides measurable feedback that can be used to increase revenue and market intelligence.

Other key usages include:

  • Adjust content to reflect customer habits and factors such as time of day, season, promotional activity, weather and environmental factors.
  • Dynamically play content to suit the viewer enabling, relevant and targeted messaging at all times.
  • In collaboration with signage scheduling software, content can be dynamically scheduled to play at times most suited for the intended demographic.
  • Measure foot traffic across different parts of a building, at different times of the day - enabling companies to charge peak and off-peak advertising rates according to time and position of hardware.
  • Measure interest in specific products and services.

 

As an example: using sophisticated algorithms, analytics can write "rules" and adjust content to suit the viewer:

PLAY "CONTENT A" FOR FEMALES AGED BETWEEN 20 AND 30

PLAY "CONTENT C" FOR MALES AGED BETWEEN 40 AND 60

PLAY "CONTENT E" IF THE TEMPERATURE IS ABOVE 25 DEGREES

Analytics can not only highlight themes and patterns, it can adjust content to suit these themes and patterns. This enables a retailer or business to accurately measure each element of its shop floor and importantly, provide a measurable and tangible return on investment.

HOW CAN AIRWAVE HELP?

Airwave provide an end-to-end digital signage service and as such, are experts in the implementation of analytic software in commercial environments. We offer a consultative approach supply all hardware and software from source. Get in touch for a demo, an informal chat or a site survey: 0845 555 1212 or info@airwave.tv