ROA is simply defined as: (Sales revenues) / (Advertising spends)

Sales in various sections are known from the POS system. The amount of time/money spent on digital signage displaying content is available from the financial system too. By setting up control stores and stores with digital signage, effective ROA can be established.

Complex and moving customer flow options of customers make it difficult for advertisers to predict viewership for digital signages. Raw footfalls data is available with the stores and can be validated easily.

Viewer-ship data validates the effectiveness of any advertising medium. This reinforces the fact that the sale was influenced by looking at the digital signage medium. This gives more confidence to the advertisers to spend on digital signage.

Until recently, there was is no agency to benchmark digital signage viewer ship as they exist for TV medium. Agencies like Neilson media are setting up detailed metrics to ascertain the viewer-ship of digital signages

Streme has 3 different approaches to establishing ROA. Both empirical and technical methods are available to justify the viewership numbers.

In store metrics approach:

With reference to footfalls figures available, allocation is made section wise based on store planning experience. An estimate of footfalls is available for people passing near the digital signage. Based on a sample survey, a further percentage is derived for people actually looking at the display.

Though this is simple to setup and study with no additional investments, this approach is good for the initial validation period where some justification is needed for the investments done. The approach is subjective and relies on a small sample to arrive at numbers.

Streme ad revenue modeler factors supports this approach as it is preferred by most customers who start up with the digital signage solution.

The technical approach

Using internationally available technology, detailed reports are available for customers who have been in front of the display for more than 3 seconds. This viewership data is available as a log report. Exact date and time of the viewership can be recorded. This way, number of people who have looked at specific content in real time is known.

Streme is working on integrating these technologies and reports directly in its management suite to provide users with a seamless reporting environment of display, content and its viewership.

Metrics approach :

Relying on viewership data and metrics provided by agencies like Neilson media, data is co related with sales. This provides a direct ROA.

Streme is working on integrating these technologies and reports directly in its management suite.

Streme's Role in ROA measurement :

Streme has options to export ad logs and viewership data consolidated from any of the above methods to external data marts and data warehouses. This information can be used for detailed analysis by business users.