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		<title>Elephants in the Room: Measuring the Value of Emerging Media</title>
		<description>Discuss Elephants in the Room: Measuring the Value of Emerging Media</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media</link>
		<lastBuildDate>Fri, 03 Apr 2026 23:15:38 +0000</lastBuildDate>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-701</link>
			<description><![CDATA[All,
Thanks for the continued thought and conversation on this topic. I'm very much looking forward to putting together the digital signage version of the Linking Elephants "Real Soon Now" :)]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Mon, 27 Oct 2008 19:48:11 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-701</guid>
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			<title>Dwight Epp says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-700</link>
			<description><![CDATA[I'm not sure if I'm out of place or not. I have been in the outdoor advertising industry for only five years. I have thought of how to measure the metrics for our billboards and have so far come up empty. I believe that it is the adverisers that can answer the question for us.(testimonials, surveys etc) While some companies do surveys to find out, " how did you here about us", internet, billboard, yellow pages, TV, radio,etc. This may determine how they advertise in the future. Billboard companies, Lamar, Clear Channel etc although hard to measure are a good example that outdoor advertising works. They are currently going digital. Digital is greener than paper and you can change your ad instantly with scheduling. I'm sure you all know this.
1. branding and sales for the advertiser
2. surveys with rewards(testimonials from the surveys)
3. depends on the answers
Seems outdated but what else is there. Measuring someones glance doesn't do it
PS. advertised political party in Saskatchewan and they are going to write me a testimonial from what they have heard from the public.
Thanks Dwight Epp]]></description>
			<dc:creator>Dwight Epp</dc:creator>
			<pubDate>Tue, 14 Oct 2008 18:12:37 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-700</guid>
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			<title>deepak jayaram (deejay) says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-699</link>
			<description><![CDATA[good point to debate on bill . .
given that this has been a vexed question that has been taking up so much mindspace . . also most new media seem to have the extra burden of having to prove themselves to get a significant level of spends while existing media options need metrics more to determine the level of spends.
Personally believe it boils to the level of metrics existent in the marketplace . . the probable answer is agree on the "relevance and role of digital networks" and to subsequently relate the spends to the same.
The grid you hv put up could be an interesting starting point . .]]></description>
			<dc:creator>deepak jayaram (deejay)</dc:creator>
			<pubDate>Mon, 06 Oct 2008 12:35:22 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-699</guid>
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			<title>june says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-698</link>
			<description><![CDATA[We're not in a retail setting, but rather, hospitality (hotels, welcome centers, restaurant waiting areas). Therefore, we can't use POP sales lift measurement tools. We're now experimenting with on-screen coupons and matching map/coupon print pieces that tie-in.
But I'm skeptical that either will deliver the hard data that a gazillion coupon print run will deliver. (And we shouldn't be held responsible for badly done creative that doesn't motivate them to buy.)
Billboards and general broadcast TV don't have their feet held to the fire as much, but then, they've been out there longer.
I hope that we'll be able to deliver better measure metrics down the road.]]></description>
			<dc:creator>june</dc:creator>
			<pubDate>Fri, 03 Oct 2008 18:36:12 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-698</guid>
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			<title>Franois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-697</link>
			<description><![CDATA[I think you are being hard on yourselves with the notion of measuring digital signage's effectiveness with its impact on the cash register. A sale might not materialize right away. Long term exposure to your messages might prevent a buyer from going to the competition. etc.
There are other aspects that DS can deliver well and is not measurable with dollars and has meaning. Top of mind, customer awareness, brand exposure, customer relations (providing contents and entertainment at the point of sale is a nice customer gesture, a distinguishing factor over the competition).
I doubt POP displays (printed) were ever measured with so much strain on the cash register's behaviour. I can see your point in that it provides a final argument to help deploy networks but to reduce DS to only that aspect for measurement is limiting.]]></description>
			<dc:creator>Franois Reeves</dc:creator>
			<pubDate>Thu, 02 Oct 2008 10:00:08 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-697</guid>
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			<title>Roahre Jansen says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-696</link>
			<description><![CDATA[Hi Bill. Hope that you fella's are all well in the States. I thank you for the opportunity to share my thoughts regarding one of the final frontiers that we (digital) face, with much awaited anticipation of the digital revolution wave consuming the modern retail world.
The issues that you raise are so very pertinent to the progress of digital in South Africa. As a matter of fact we are currently facing identical barriers of entry. In direct response to your mail here are my thoughts.
1. What's the most common goal for digital signage at - store??
Digital signage has to stand on the foundation of a win ,win, win formula. We have to ensure profitability to the client( Brand owner) through means of futuristic,reliable, interactive digital technology.Because they obtain the financial rewards they are no 1 on the winning podium.The retail store is next in line as far as the win win formula is concerned as they are ultimately responsible for permitting the (motor) to turn.
The retailer's rewards are also financial due to the rate of sale and the margins attached to product.We (Digital) are the last to take our place on the win win platform. This is my understanding that we need to ensure that through digital in store advertising the financials that are presented are based upon a proven track record.(For the majority of us involved in digital) This track record is currently still categorized as works in progress.Having said that Advertising works and we as pioneers need to re- MIND our target of that. That track record speaks for us and they are irrefutable.In closure, financial growth is ultimately the first prize that digital has to ensure.
2.What kind of interaction is the best to measure?
In my 24 years of experience i Know that money buys the whiskey !!! The best factor that we could incorporate into this cost calculation is to track the spend as advertised through the retailers cash register.That i believe is the conclusive measure to obtain a pulse on the heart of retail and what happens for the brand and it's owners.This as it happens i believe supports both my views and understanding that i have conveyed in your first question.
3.What would that measurement be worth to me?
At this current moment we are in pursuit of this answer, as this is one of the barriers that prohibit the market from engaging with all that they have and we all know that those cash bundles are literally endless.
This is for us at White light a serious factor that we are monitoring very closely because it will ultimately give us a financial factor that we can proceed with. Due to the fact that digital in store is still in its upstart
the answer to this is still out there and if i had that today i would know what a brand owner is prepared to direct financially at digital advertising.]]></description>
			<dc:creator>Roahre Jansen</dc:creator>
			<pubDate>Wed, 01 Oct 2008 03:03:06 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-696</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-695</link>
			<description><![CDATA[Laura: great insights, as always. I'll definitely be using that (unattributed) "one qualified view is worth 10,000 unqualified views" quote in the future :)
I do wonder about your last sentence, though. After all, retailers are often selling products that they're not directly responsible for, and they've been doing fine with that for centuries. Why would the management of the media designed to sell those products be any different? (not saying that it should or shouldn't be, but I could see the argument going either way).
Franois: So you get some hardware/software together that works well enough to give you say 99.9% accuracy (we've tested a half dozen packages, and so far they're all **well** below this mark). What then? Who decides how long a glance should be? There's still no benchmark for identifying an engaged viewer in my opinion.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Wed, 01 Oct 2008 02:59:46 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-695</guid>
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			<title>Franois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-694</link>
			<description><![CDATA[Laura Davis-Taylor says: "but I'd love to be able to one day measure glance"
Laura,
I think we are near a solution that would do just that. SONY has incorporated in their new video cameras a face recognition technology whereby faces are detected among objects and isolated as white squares (Bill is happy, anonymous) on the screen. The next step would be to combine that with a counting algorithm and voil!]]></description>
			<dc:creator>Franois Reeves</dc:creator>
			<pubDate>Tue, 30 Sep 2008 09:41:49 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-694</guid>
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			<title>Laura Davis-Taylor says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-693</link>
			<description><![CDATA[(1) What's the most common goal for digital signage at-retail??
Kind of hard to answer b/c it depends on the intent of the installation. If ad sales is the driver, it's media revenues. If not, sales tends to be the most common goal (with all tactics ultimately supporting it) followed by the softer, more fuzzy goal of brand affinity.
(2) What kind of "interaction" is the best to measure?
Maybe a pipe dream, but I'd love to be able to one day measure glance, any kind of interactive touch, physical behavior (path or pulling a coupon, etc.) sales and "post impression" sales (they saw the ad one week and bought the next). You of all people know the barriers to making this happen but I can still dream! :)
(3) What would that measurement be worth to you?
As a very famous retailer said to be recently, "one qualified view is worth 10,000 unqualified views". Value should be reflective of this.
The hard part is that if the retailer is not creating the creative, they can't be responsible for a bad creative execution not pulling response. ..the brand had the chance and should still pay for exposure. But if they have no way of knowing what does and does not definitively pull response, how can they learn the most effective creative approach?
Thanks for taking this on Bill...it's incredibly gracious of you!]]></description>
			<dc:creator>Laura Davis-Taylor</dc:creator>
			<pubDate>Mon, 29 Sep 2008 18:08:41 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-693</guid>
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			<title>Francois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-692</link>
			<description><![CDATA[Unless I missed something, Captivate Networks is selling impressions. I believe this is the wrong way to go as you can have a thousand impressions with no one in front of your screens!
I was referring to the cost of reaching 1,000 people. I think CPM should stand for the cost to reach people not showing an ad one thousand times. If their screens are third party audited I guess it amounts to some sort of equivalence.]]></description>
			<dc:creator>Francois Reeves</dc:creator>
			<pubDate>Fri, 26 Sep 2008 16:53:32 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-692</guid>
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			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-691</link>
			<description><![CDATA[Hi Franois,
You make a very important point: while retail advertising networks get the majority of the press and hype in our industry, they're not necessarily the best pick. As you noted, advertising in other venues can produce very good results (see Captivate Networks as an example of how to do it right in buildings), and non-advertising uses of the technology continue to outpace advertising uses in terms of both number of screens and dollars spent.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 26 Sep 2008 14:30:46 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-691</guid>
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			<title>Franois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-690</link>
			<description><![CDATA[CORRECTION: The best results are achieved for building classes A & B installations]]></description>
			<dc:creator>Franois Reeves</dc:creator>
			<pubDate>Fri, 26 Sep 2008 13:34:44 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-690</guid>
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			<title>Franois Reeves says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-689</link>
			<description><![CDATA[Funny how digital signage installations and networks should be burdened with exact measurement while radio, television and OOH got away with inaccurate reporting for years. Clients and providers are not playing the same tango in DS just yet. It will come.
We have skimmed the subject before. Nielsen just released a very thorough measurement method aiming at establishing a concordance between CPM an in-store metrics (fuel pump transactions, cash register records, restaurant confirmed guests, traffic auditing, etc.)
For myself, I calculated an Excel matrix for 5 second exposures (multiple thereof, 5 sec being the minimum ad exposure required for acknowledgement) to work the problem backwards.
What kind of traffic do I need to reach acceptable CPM costs. You'd be surprised by the results. It turns out that in-store installations provide the worse results at $5 CPM. The best results are achieved for type A & B installations, obviously offering more eyeballs. Middle range results are attained for waiting room installations.
Eyeball traffic is your finite matrix driver assuming you have learned all of Bill's lessons on message effectiveness. Sorry for the long post. I'll gladly calculate CPM assessments for your projected installations. Write me an email.]]></description>
			<dc:creator>Franois Reeves</dc:creator>
			<pubDate>Fri, 26 Sep 2008 13:32:01 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/680-elephants-in-the-room-measuring-the-value-of-emerging-media#comment-689</guid>
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