As digital out of home media continue to evolve, the role of software is increasingly important. Software is the gateway to processing the mass amounts of data now available to advertisers to shape and direct their messages, providing an unprecedented level of visibility into return on their media dollars.
The twin performance goals when investing in digital out-of-home media are addressability and attribution. Addressability ensures that the right messages reach the most finely targeted and receptive audiences possible. Attribution provides the proof that this in fact has happened, with data that tie specific consumer purchasing behaviors to the consumption of specific messages.
Here’s what advertisers should look for, in both software performance and network performance, to be sure their digital marketing spends are meeting the most ambitious addressability and attribution targets.
Software performance
Performance of digital-signage software can be evaluated on two key variables: The flexibility of the system to meet the increasing complexity of client demands and the objectives and reliability of delivering media to screens.
Source: Finding the right digital signage software | Digital Signage Today