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Unleashing the Power of Digital Signage by Keith Kelsen

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8 Measuring the Effectiveness of Content

 

Creating and operating a digital signage network represents a significant investment of dollars, time, and resources by the operator. So after it’s up and running, the next question one faces is, How well is the network doing? Is it actually delivering the return it was designed to give?

This is not an academic question, of course. As we’ve seen, many digital signage networks depend on advertising revenue from external sources to provide operating capital and profits. Those advertisers, naturally, want some tangible evidence that their message is being presented effectively. Even if the resources for a network are strictly internal to an organization, that organization will want to be able to evaluate ...

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