Several companies have adopted digital signage as an ally to communicate, entertain, inform, or broadcast information. The benefits offered by this signaling system justify this fact. Assertive audience segmentation and content personalization, greater reach, increased brand visibility, dynamic features, and even interactive audience engagement are the main ones.
The interesting thing is that any business can take advantage of digital signage, regardless of its size or operating sector. The strategy becomes even more effective with intelligent results measurement by applying ROO.
Let’s understand what the acronym means and what impacts it can bring to the business below!
ROO: Concept and Applicability
ROO is a simple way to call Return On Objective. It is a useful alternative to measuring ROI (Return On Investment), dealing with the results obtained through digital signage campaigns.
The difference between ROO and ROI is simple. While ROI involves a comparison between the investment made and the numerical returns obtained through an action, ROO targets non-tangible results, such as increased employee performance, greater public engagement, or internal structural improvements.
The thing is, the results obtained from an investment are not always presented numerically. In digital signage strategies, for example, sometimes you need to look at the big picture and realize that the gains achieved through Corporate TV are not only financial.
Therefore, the analysis of ROO is more suitable for digital signage cases, precisely because it adopts a differentiated approach, more focused on qualitative issues.
Ok, but how do you calculate the return on objectives in campaigns of this type?
We know that ROO measurement looks at purposes that are not directly linked to revenue generation. This can cause confusion during application and even interpretation. To make it easier to use the method in your operations, we have separated 2 (two) important tips:
Have Clear Objectives
When creating an action plan, have well-established goals and processes. For ROO to actually provide relevant information about your campaigns, objectives need to be specific and measurable.
It is extremely important to involve all teams that are directly impacted by digital signage. Brainstorm with these employees to gain insights into points that can be analyzed.
Define What Will Be Measured
After establishing the objectives that will be part of the analysis strategy, choose what will be measured. In other words, where do you need to look for answers? Various technological innovations such as Machine Learning, Artificial Intelligence (AI), and Data Analytics are important sources and have a lot to add to your ROO evaluation.
Finally, here are some points that can serve as inspiration for calculating the return on objectives in digital signage:
- Awareness of a product and/or service;
- Transparent communication processes;
- More regular project tracking;
- Optimization in customer experience delivery;
- Reduction in waiting time;
- Greater customer awareness of the brand, campaigns, or initiatives;
- Higher satisfaction levels with higher-level actions and events;
- Greater sponsor interest;
- Reduction in service waiting time;
- Interest in update and training programs.
The list is long and varies according to the organization’s segment and the goals you want to achieve. To measure ROO in digital signage, observe what cannot be recorded solely in numbers. See value instead of financial resources.
Digital signage is much more than just a way to provide information to a specific audience. It is a method related to delivering positive experiences, which, in turn, need to be measured to benefit all fronts.
Want to read more about opportunities to boost your company’s performance? Check it out!
