Projecting and Measuring the ROI of Digital Signage

In today's digital age, businesses are constantly seeking innovative ways to engage with their audience and leave a lasting impression. Digital signage has emerged as a powerful tool for enhancing customer experiences, increasing brand visibility, and driving sales. 

However, for any business investment to be justified, it's essential to project and measure the Return on Investment (ROI). Digital signage is no different. 

Will digital signage be profitable for your needed application? Is it worth the investment? How will it impact ROI directly and indirectly?

In this article, we will explore the key factors involved in projecting and measuring the ROI of digital signage.


Why Invest in Digital Signage

In order to project the ROI of digital signage, businesses must know the potential it offers to their business. Knowing the benefits will allow a business to project increases in revenue and cost savings which will ultimately impact ROI. 

Investing in digital signage can be a strategic decision for businesses and organizations for several compelling reasons:

  • Cost-efficient compared to printed signage
  • Improved customer experience and satisfaction
  • Targeted messaging for specific demographics
  • Reinforces branding and aesthetics
  • Potential revenue generation through advertising
  • Compliance and safety information display
  • Reduced environmental impact compared to printed signage

It's essential to plan your digital signage investment carefully and based on your business’s goals. Consider factors such as your specific objectives, goals, audience needs, budget, and technical requirements. Proper content management, hardware selection, and ongoing maintenance are critical for a successful digital signage implementation.


Costs of Digital Signage

Costs are another consideration when it comes to projecting the ROI of digital signage. Like with other building investments, businesses must look at upfront and long-term costs associated with it.

When it comes to digital signage, just a simple digital display installation can cost around $4000. This includes the display, hardware, installation, and initial setup costs. However, digital signage costs can rise to over $100,000 depending on the complexity of the project. 

The costs of digital signage can vary widely depending on various factors, including the scale of the deployment, the type of hardware and software used, content creation and management, ongoing maintenance, and other specific requirements. (explore digital signage cost details)

Costs are an essential part of determining the potential ROI of a digital signage project. To know exactly how much your unique project will cost it’s best to speak with a digital signage company. They can provide you with a quote for the initial installment and give insights into any additional ongoing costs.  


Projecting Digital Signage ROI

Projecting and measuring the ROI of digital signage involves evaluating the costs and benefits associated with implementing and maintaining a digital signage solution. To understand if a digital signage project is viable you will want to project the potential ROI. 

Below, we have highlighted the key factors of projecting ROI. 


1. Define Objectives and KPIs

Before embarking on a digital signage project, it's crucial to clearly define your objectives and Key Performance Indicators (KPIs). Ask yourself what you want to achieve with digital signage. Is it to increase sales, improve brand awareness, provide real-time information, or enhance customer engagement? Once you have a clear set of objectives, establish measurable KPIs that will help you evaluate the success of your digital signage implementation.


2. Cost Analysis

Calculate the total cost of your digital signage project. This includes hardware, software, installation, content creation, ongoing maintenance, and any other associated expenses. Make sure to account for both initial and ongoing costs to get an accurate picture of your investment.


3. Content Creation and Management

High-quality content is the lifeblood of any digital signage system. Consider the costs associated with creating and updating content regularly. Engaging and dynamic content is essential to keep your audience interested and informed. Remember, stale content can quickly diminish the effectiveness of your digital signage.


4. Increased Sales and Revenue

One of the most direct ways to measure ROI is by tracking the impact of digital signage on sales and revenue. In the early stages of planning, estimate how digital signage will increase revenue.


Your team will want to analyze sales data before and after the implementation of digital signage to determine the actual ROI. Additionally, you can use promotional codes or unique offers displayed on digital signage to track the effectiveness of specific campaigns.


5. Customer Engagement and Dwell Time

Digital signage can captivate your audience and encourage them to spend more time in your store or establishment. As you create a projection for digital signage implementation, consider the impact that increased customer engagement will have. Depending on the industry, longer dwell times often correlate with increased purchasing behavior.


6. Brand Visibility and Recall

Enhancing brand visibility is another essential aspect of ROI measurement. Conduct surveys or gather feedback from customers to gauge their awareness of your brand and its message. Digital signage can reinforce brand identity and improve brand recall among your target audience.


7. Operational Efficiency

Digital signage can also contribute to operational efficiency. For instance, in a restaurant, digital menus can streamline order processing and reduce errors. Estimate potential improvements in operational efficiency as a part of your ROI projection.


Identifying if Digital Signage is Worth the Investment

Most businesses that end up investing in digital signage for a specific purpose are pleased with their investment. However, deciding whether digital signage is worth investing in depends on your specific goals, business, and circumstances. 

For some businesses, it is a matter of conducting a cost-benefit analysis to determine whether the expected benefits outweigh the expenses. Others may have goals of improving visitor satisfaction or compliance and digital signage is looked at as an expense in achieving those goals.

Ultimately, the decision to invest in digital signage should be based on a thorough assessment of your specific needs, goals, and resources. Consulting with experts in digital signage can provide valuable insights into the potential ROI.


Measuring Digital Signage ROI

Measuring the ROI of your digital signage efforts is critical for ensuring that your investment is delivering the desired results. In order to measure the ROI, businesses will need to utilize tools that help them gather valuable data, and then use that information to calculate the actual ROI. 

Using this data can help make informed decisions and refine your digital signage strategy to maximize its impact on your business. 


Tools to Measure Digital Signage ROI

There are numerous tools and methods available to help businesses gauge the impact of their digital signage campaigns. Each tool will measure a different data point. Below, we explore some of the most valuable tools and techniques for measuring digital signage ROI.


1. Digital Signage Analytics Software

Many digital signage solutions come equipped with built-in analytics tools. These platforms provide invaluable insights into the performance of your displays. You can monitor display uptime, content engagement, and even gather data on audience demographics to better understand who is viewing your content.


2. Heatmaps

Heatmap software enables you to visualize where viewers are focusing their attention on your digital signage content. This information helps you optimize content placement for maximum engagement.


3. Audience Measurement Tools

Implementing audience measurement tools, like cameras or sensors, anonymously tracks valuable demographic information about your viewers, such as age and gender. These insights allow you to tailor your content to your target audience more effectively.


4. Content Management Systems (CMS)

Your CMS may offer analytics features that provide insights into the performance of your digital signage content. Metrics like content views, click-through rates, and time spent on specific content pieces can be analyzed for a deeper understanding.


5. Surveys and Feedback Tools

Collect direct feedback from viewers through on-screen surveys or QR codes linked to online surveys. Tools like SurveyMonkey or Google Forms are excellent resources for gathering insights into customer perceptions and preferences.


6. Sales Data and Inventory Management

Integrate your digital signage with point-of-sale systems to track the impact on sales and inventory turnover. This allows you to compare sales data before and after implementing digital signage campaigns.


7. A/B Testing

Implement A/B testing by displaying different content or messages on multiple screens. Analyze which version performs better in terms of engagement and conversion rates.


8. Employee and Customer Feedback

Gather feedback from employees who interact with customers regularly to understand the impact of digital signage on customer interactions, inquiries, and overall satisfaction.


Calculating Digital Signage ROI 

Calculating the Return on Investment (ROI) for digital signage involves assessing the costs associated with implementing and maintaining the system and comparing them to the benefits or returns it generates. 


Use the following formula to calculate ROI:

ROI = (Net Profit / Total Investment) x 100

  • Net Profit = Total Returns - Total Costs (initial and ongoing).
  • Total Investment = Initial Investment + Ongoing Costs.


If your business is still deciding whether to adopt digital signage, you can still calculate the expected ROI with the same formula but with some slightly varied data.

  • Start by estimating the impact digital signage will have on your business (i.e. increase in revenue).
  • Get a quote and ask about potential ongoing costs. 

Remember, digital signage can serve various purposes, such as advertising, information dissemination, or enhancing customer experiences. When calculating ROI or exploring whether digital signage is a worthwhile investment, you must keep your business goals at the forefront. 


Explore for more information on our solutions or contact us to explore the impact digital signage can have on your bottom line. 


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