I feel safe in quoting Lyle Bunn when he made a sad, but truthful comment at the beginning of his lecture on metrics at the Digital Signage Show a back in March: “metrics is boring.” That said, I hope you’re not asleep by the next paragraph…However boring metrics may be, their importance can never be discounted in giving this industry general acceptance by numerical data.

Consequently, I have decided to coalesce some ideas regarding metrics and information outlining why metrics are important, how we measure them, what data we seek and what we can successfully do with the data once it is in our possession.

Why Measure ROI?

This may seem like a stupid and ignorantly rhetorical question, but its answer is essential for giving us motivation to measure metrics, especially in the wake of the “boredom” factor. In short, establishing a need for ROI measurement is must before we begin to analyze it. Otherwise we’re just blowing smoke.

In any business opportunity we must ensure that when we input dough that we have that and more returning. This may seem redundant, but oftentimes ROO is not even considered much less ROI. Although soft metrics can be used as an arguable reason to deploy, I’m not betting my business on “soft” and “feel-good economics.” Cotton candy business practices are as dangerous and haphazard as using wooden nails to hold up the Golden Gate Bridge: it may work in the short-term, with the exception of the arrival of an economic storm. We’ve all seen the failure of smaller advertising networks whose models were based on watered-down management principles.

Another aspect inextricably tied to ROI and our overall budding success as an industry is convincing media buyers and planners that digital signage is a viable outlet for advertising asset investment. Getting the media Titanic moved means the captain and crew are all on the same page. Then we’ve still to wait for them to push together. Until then, metric improvement and measurement must continually be moving in a forward fashion.

How to Glean Metrics

When gleaning metrics, we must realize that perhaps the best methodologies for procuring the data is by integration of preexisting technologies. Mobile, Internet, and Point-of-Sale technology are already inextricable tied to metrics. In addition, integrating these technologies with digital signage has and will continue to be essential for tracking return on investment.

The combination of technologies allows measurement in the following way: we can track—even in the weakest way—a response from individuals who may be affected by content on a digital display. When we have the ability to measure the resulting reponse rates, we can then use the data to increase revenue from sources looking to push brands on consumers. 

What to Measure

What are we looking for when we seek an ROI measurement? We may be simply seeking numbers relating to vehicle audience, or we may want more opinion-based response info. In one of his lectures, Lyle Bunn expressed the need to follow the “4 Domains of Metrics.” In doing so, we intend to seek the following: 

1. Number of Viewers
2. Opinion of Viewers
3. Interaction of the Audience
4. Calls to Action

1: The World Wide Web

Narrowcasting is often pigeonholed. This occurs every time persons look at where it has been and not where it could be. When we fail to look outside the digital sign box, we fail to see the potential of existing technology resources in aiding our quest for better metrics measurement. One specific, and still underutilized methodologies, is the Internet. 

There are two essential modes of measurement via the web when integrating it with digital signage. First, we can simply display a specific URL on a digital sign. This URL becomes a place where we can measure hits. A dedicated URL works best for this purpose. Whenever a hit to the website comes through the specific dedicated URL, it can be safely assumed that visitor was driven to the site via a digital advertisement. Measuring this traffic is a simple way to measure ROI as well ROO.

The second mode of utilizing the Internet for digital out-of-home metrics measurement is via interactivity. When we utilize touch screen technology with signs, we increase our ability to see where folks are visiting, what they want, and where their dollars are going. eCast has done a great job doing this with their touch screen, wayfinding digital signage. It’s like having mode one for Internet measurement right at the customers fingertips—a powerful way to view whether your digital sign is making its desired impact.

2: Mobile Marketing

Similar to interactivity through website integration on touch screen signage is the ability to interact with the signage via a cellular, PDA, or other mobile device, This is not the first time I have written on the integration of mobile marketing as it relates to digital signage metrics measurement.

In some cases mobile marketing, digital signage, and social networking have been brought together in a unique way—bringing audiences what they want and network operators the numbers they seek. It’s a win-win on both sides of the fence.

3: Point-of-Sale

When a customer interacts at the point-of-sale information is collected. In most cases, collected info can be used later to determine the effectiveness of the signage in the region. Because point-of-sale units are morphing together with digital signs in many different ways the future of the POS will be dramatically changed forever. The benefit of measuring ROI via POS is that a POS machine can output number of viewers and the response changes of the viewers based on the content displayed. It makes the medium's metrics measurement more memorable (I know, I know, too much alliteration). 

4: Audience Measurement Devices

Measurement device prices are still falling—reportedly to $100 or less currently. Such devices generally only allow for the measurement of Bunn’s first Domain of Metrics: “number of viewers.” The measurement add-ons are able to tell how many persons came in proximity to the screen and how many of said individuals actually saw the content being displayed. In some cases the devices will also report back generalized demographic information of the crowd it’d been reading.

There can certainly never be too much measurement. When the industry runs out of a need for measurement, there will be many companies who may need to close up their doors to make things happen. Can you think of any other ways we can improve audience measurement and tracking? If so, please let us know.

I have read a couple of Malcolm Gladwell's novels including Blink and The Tipping Point. In fact, I recently finished Outliers, another one of Gladwell's masterpieces. I love Gladwell's research and writing style. He looks at mundane things with irregular focus and finds obscure studies to open the mind to new ways of seeing the world. If you enjoy a good business book, it's high time you looked into Gladwell's stuff. Believe me, it's good. The three rules of the Tipping Point -- The Law of the Few, the Stickiness Factor, the Power of Context -- offer a way of making sense of epidemics. They provide us with direction for how to go about reaching a Tipping Point.

The Law of the Few

According to Gladwell, there are those few who become the champions and the touters who help to fuel epidemics. It is essentially the idea that 20% of the people do 80% of the work. These people are referred to as those who have a rare set of social gifts and are broken into three subcategories. Gladwell claims the attitudes of these three categories are often innately born. However, he also acknowledges the ability to develop and hone skills through effort in all three categories. It also important to note that none of the following categories is mutually exclusive. The categories are as follows: 

Mavens

Mavens are those who like to bring new information and tell everyone about it. They enjoy getting the word out. They also enjoy being information specialists who acquire information and then share it readily. Interestingly, "a Maven is someone who wants to solve other people's problems, generally by solving his own." As information brokers, Gladwell claims Mavens are generally responsible for word-of-mouth epidemics. 

Salesmen

Salesmen are the negotiators. They include individuals who often have an innate persuasive ability. It's not so much what they say, but the modus operandi of delivery which makes them effective in starting an epidemic. I have done a few years of door-to-door selling (both B2B and B2C), both of which have witnessed to me how some just have the knack. For instance, a very close friend of mine was one of those salesman that sell a ketchup popsicle to an 80 year-old woman in white gloves. Some people just have that knack. He was born with all the non-verbal cues which allow for a more convincing sale's pitch. As we would do training for some of those less-experiences salesmen, he would give small pointers which--in many cases--meant the difference between winning and losing the deal. According to Gladwell, salesmen are the charismatic that draw a crowd and then get them to move in the direction he/she wants. They are the natural leaders. 

Connectors

Connectors are successful socialites who through a combination of "curiosity, self-confidence, sociability, and energy" bring people together. These individuals link the world together--they're human versions of LinkedIn. They are not the "weakest links," but are those old friends who'll call you up out of the blue just to say "hello" and talk about the others they've been in contact with. In my world, they are the ones who bring me up to date on old friends because they are always in constant contact of with all their old friends. We know people like this. 

The Stickiness Factor

How well does the particular concept, product, or service stick? Does it remain strongly influential for long enough to make a significant impact. As part of his analysis, Gladwell also claims a part of the stickiness factor includes contradictory ideals to the prevailing and conventional wisdom. For instance, he analyzes children's televisions shows, including Sesame Street and Blues Clues to show that the traditional assumption that television watching could not improve childrens' cognitive abilities was erroneous. He claims that turning an idea on its head can easily launch something that will be around a very long time. In short, prove a long-held assumption false and be prepared to reap the reward of having the new "sticky" product or service. 

The Power of Context

Gladwell puts it succinctly when he says, "epidemics are sensitive to the conditions and circumstances of the times and places in which they occur." It's a matter of timing and location of a particular event that can make or break an epidemic-style result within any industry. Gladwell also uses the number 150 as the upper threshold for effective trickle-down. That is, once social groups reach a population greater than 150, their level of intimacy, interdependency, and efficiency begin to decline markedly. Hence the need for effective organizations to--at times--to change size. 

This is all great and all, but what do these things have to do with digital signage? Surprisingly, digital signage has been a topic of conversation in the blogosphere for quite some time now, but context and tradition have stifled the potential success of this industry. Context in that a recession has significantly slowed potential industry growth. Traditional looks at media--which do not necessarily apply in the context of digital out-of-home--have been used to define it. Turning such ideals on end could help in moving the industry toward a much more rapid mainstream expansion.

What do you think?

Whether you're online or out-of-home, there is never enough good content. "Content" is a very general term which could include the written or spoken word and/or graphics, including video. Whatever digital media you're working with, it seems content is always spread way too thin. Hence the need for veteran writers like Dave Haynes to launch a service like PressDOOH.

Apart from a few stalwart writers online who cover digital signage, we're mostly left to rehashed press releases which any feed reader can pick up via a simple search in Google, Yahoo, or Bing. Additionally, there will always be a lack of unique, opinion-based relevant content, regardless of whether it's in written or graphical form. Why? It's simple, really good content takes forethought and effort. In other words, work is required and unless an immediate return is realized in creating such content (e.g. "pay-per-post"), then many lose interest in writing and creating altogether.

But, how does this relate to content on out-of-home networks? Although it may seem like a comparison between written and graphical content may be an "apples" to "oranges" scenario, it is important to note the similarities so we may better fill the content void.

1. No content is created equal. It should go without saying that on the spectrum of content, there is effective and there is crap (to use "technical" terms). Consequently, as one sifts through the miscellany of content and content providers for sign networks, the good, the bad, and the ugly become more readily apparent. In addition, it becomes easily palpable that there is a lack of high-quality content along with an overabundance of garbage.

2. Remember the "end" of the content. Is the purpose of your content to simply fill a screen's "void" or provide "link juice" for Google bots? If so, you should probably rethink your strategy. Much of the web is cluttered with garbage and noise aimed solely at Pagerank hiking schemes. Unfortunately most of this content, while it servers its purpose, is never read by actual human beings. Creating content for content's sake is pointless. It is almost like filling in the pot holes on the freeway using water. It will look like a solution from a far, but really causes more harm than good. The same applies in digital signage. When you've a network desperately needing content, do you simply throw some YouTube videos in there, assuming your audience will remain captive via crap? Of course not, Graphically compelling, regularly updating, and fresh content is a requirement.

3. Keep it clean. I have written previously on keeping content morally clean. This is of utmost importance in maintaining credibility. Keeping content clean also means eliminating gossip, heresay, and "cotton-candy" articles. Good examples of this type of content still pop up in the grocery aisle and on TMZ.com.

Underestimating the Importance of Relevant Content

Having worked on several search engine projects in the past, I'm well aware of the importance of relevant written content on the Internet. Google loves it. And, when the content is relevant and at least somewhat interesting, people seem to show some interest as well. And if you weren't already aware, people are more important than webcrawlers, which is why person-to-person sales in B2B marketing outranks SEO, lead purchasing, and affiliate marketing everyday of the week. The same applies to your signage network. Creating content to fill a void is reckless, content for content's sake is irresponsible, and repurposing content without permission is illegal.

Content is the vehicle that not only drives the traffic, but in the words of Malcom Gladwell gives that traffic the "Stickiness Factor." People viewing "sticky" content are more prone to keep looking, making digital signage the viable vehicle we've all been claiming it is. When we underestimate the importance of relevant and engaging content, it's like purchasing a Corvette and only using two cylinders (do you like my overuse of analogies today?). When digital signage content is neither relevant nor engaging, the network it's running on is not living up to its full potential and stature. More inefficiencies here we come.

What to do...

It always seems the answer to the aforementioned question always has something to do with quality vs. quantity. Certainly the sum of all content would allow us to fill the void. And some have limitless access to content stores. A content creating friend of mine who used to work for Disney recently informed me that at Disney, content rights were frequently ignored because of the sheer amount of digital assets the company already had to work with. Taking and reimaging was done constantly. Unfortunately for most, content costs money--whether your purchasing it from someone or going at it "home grown" style. Unfortunately, most entities are not like Disney and cannot claim: "we already had this content in the 'repository'" (wink, wink).

Of course, taking the sum of all digital content would solve many issues, but such is not the case. However, in most cases, it is not necessary to reinvent the wheel to get you from point A to Z. This is only one of the reasons dynamic media feeds will continue to garner large support in this space. DataCall, Accuweather, WeatherNation, and ScreenFeed will be playing a key role in bringing viable, regular, good, and unique content to digital signage installs. This will cause an eventual ebb in the dearth.

Another, less glorious solution that comes to mind is labor. I believe the truism, "work will win when wishy-washy wishing won't" applies here. Content is hard work and is a integral aspect of regular network management. Network operators must not be ignorant that "feeding the signage beast" is not fantasy. Screens require regular, new and updated content. And, regular content requires a great deal of effort.

Whether you're creating content to drive traffic online or out-of-home, remember content must be relevant, engaging and purpose-driven. Otherwise, the attention of the audience will be distracted. If you're sitting in a cubicle and have nothing better to do, then perhaps you should help curb the drought--that is--if you've got the sweet skills.

There are those that are in love with technology and those that are in love with technology more than their spouse. I think technology is great, but sometimes a simplified life like those of Robinson Carusoe, Brian Robeson of Gary Paulsen's "Hatchet," or a Gilligan of "Gilligan's Isle" would appeal to me more. Having such a perspective helps keep the focus that technology is meant to simplify our lives, not gum them up. HOWEVER (and that's a big however), technology is sometimes cool enough, that we just have to talk about it and its possibile impact on our lives.

What is Home Automation Technology?

Like digital signage, home automation technology has been around for some time. Also strikingly coincidental is the fact that both technologies are maturing at about the same time. What do I mean by maturing? Both industries are being forced to adapt business strategies away from the elite and focus them on on the emerging "long tail," the mainstream, so to speak. Home automation is a term that should be at least somewhat self-explanatory. But to more get specific, home automation seeks to simplify the digital landscape that often clutters the American family household. Specifically, home automation systems simplify, integrate and automate (doy!) home theater/audio, HVAC, security, sprinkler, and lighting systems. 

In doing this, automation systems generally have a centralized management interface with a remote control. Home automation represents the peak of convenience, and even laziness. Imagine that you wish to watch a movie on your home theater. You can have the lights dim, the curtains close, the TV and DVD player turn on, the phone muted and the popcorn popper start with the touch of one button. Another obvious benefit is the security feature of a home automation system. Home auto systems replace a standard security system, but in a unique way. A home automation system allows you to look into your home remotely from anywhere in the world and you can have a phone call or SMS sent to you if something goes awry. In fact, apart from alerting you of an intruder, the system(s) can also wake you in the case of a fire, shut off the gas, turn on a lighting path for your escape, and automatically alert the fire station of the issue. It would seem that the only application left out would be the "dish doing" app. Don't worry, that'll probably show up on the iPhone sometime in the near future. But seriously, these systems are pretty cool. 

Companies like Control4, have done very well catoring to higher-end clientelle. Most often the cost ranges around $10K to $20K (and that doesn't even include a high instal price tag), which is generally rolled into a home mortgage. As a result, unless you're building your own home or planning ahead, home automation never really is taken into consideration. Over the next few years, we'll see prices drop here as SaaS solutions become available much like we have seen in the satellite television and mobile phone industries. The mantra will be "give them a discount on the system, along with a contractual service obligation." However, the actual and viable business models for home automation system providers is a discussion for another time. 

Symbiotic Relationship Between Home Auto and Digital Signage

Americans seem almost completely obsessed with entertainment and almost equally obsessed with the technology that delivers it. Hence the sucess of the iPhone. This is why the media center portion of a home automation system is so critical. It is the "sizzle" that sells the stake, so to speak. The "brains" of a home automation system manages not only the media, but the entire system itself. However, this piece is very similar to many digital signage systems: it plays dynamic media; there are zones for control of particular areas; touchscreen can be implemented; role-based admin can be used; mobile phones can be used as control devices; and media, lighting, and HVAC can be placed on a defined schedule. 

Interestingly, Roku is one signage company who has their fingers in not only the hardware of digital signage media players but they are also partnered for inexpensive set-top boxes for media playing devices. When these devices are eventually integrated seemlessly with home automation, it will be interesting to see more cross-over technologies, for they certainly already exist. Yahoo's ConnectedTV is another example of a home entertainment system that is signage-esque which would integrate nicely with home auto.

Whatever eventually emerges in both spaces will certainly have cross-over capabilities that will not be surprising--especially for those paying attention to both sectors.