Spotlight on InfoComm 2019

Finally… Data Demonstrating Digital Signage ROI

The numbers are in and when it comes to retail there is a really strong case for investing in digital signage.

Daniel Newman

For most retailers the idea of digital signage leads to two things:

1) Lots of interest because consumers expect technology as part of their shopping experience.

2) Discomfort due to the struggle to measure the return on investment.

For integrators, selling digital signage is about moving a product and service to help our clients meet a need, however with so much growth in marketing channels due to the rapid proliferation of internet and social media, marketers are more challenged than ever before to define the return on their marketing efforts. 

This is because digital signage is just another piece of the pie for retail marketers. Much like print advertising, interactive marketing and other forms of media there is a certain pressure on them to quantify their spend on this type of marketing which can be expensive and infrastructure intensive.

Related: How to Discuss Digital Signage ROI with Clients

The good news is the numbers are in and when it comes to retail, there is a really strong case for digital signage.

The first reason that digital signage makes so much sense for retailers is the alignment it has with marketing goals for brands. In a recent survey of digital marketed conducted by ExactTarget (and covered by Global Banking & Finance Review) it was found that marketers have two overarching goals with their digital efforts:

  • Driving Revenue: 46 percent
  • Brand Awareness: 44 percent

The second reason that digital signage makes so much sense is because despite the fact that there are more and more online services available, people still want to do retail activities live (face-to-face).

Retail and Banking Serves as Examples

In the same study, the retail banking industry was explored.

While the growth of internet banking services has shot up over the past several years, it turns out that consumers actually intend on making equal or more visits to their bank branches than in the past years.

About the Author


I am a principal analyst of Futurum Research and CEO of Broadsuite Media Group. I spend my time researching, analyzing and providing the world’s best and brightest companies with insights as to how digital transformation, disruption, innovation and the experience economy are changing how business is done. Bringing together the technology layer with the human layer, I seek to solve the biggest challenges that companies have today; how to grow, scale, change and adapt to a world where technology and media shift at breakneck speed. So what does this mean? It means that I spend my life learning about what drives people to adopt new technology so I can share those secrets with companies that are ready to take their business to the next level. From keynoting on the world’s largest stages to weekly insights on Forbes, MarketWatch and our owned media properties, my goal is to provide our clients with what they need to know to out innovate and turn disruption from threat, into a business model for success.

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