Today nobody would seriously question the need to analyse Internet-based Marketing campaigns. Marketing experts use a full range of different Key Performance Indicators (KPIs) such as number of clicks, click-through-rates and conversion rates to monitor the performance of individual campaigns and to learn more about consumer behaviours. These metrics are continuously examined and filtered by various segments such as target groups, time and locations to follow shopper trends, augment consumer experience and measure the Return on Investment of Internet-based campaigns.
It is, therefore, surprising that Marketing campaigns targeted outside the Internet at other Points of Interest, e.g. digital signage screens, kiosks, store windows, posters, etc. do not make use of the full potential tailor-made Marketing analytics tools provide.
In the following, I will outline 6 reasons why you should analyse your Marketing campaigns at your Point of Interest as thoroughly as they were Internet-based campaigns.
1) Monitor "Total Impressions" to Gain Fundamental Insights about Overall Performance
An Impression is counted each time a user has watched your ad at your Point of Interest. Just as in the Internet, the number of Total Impressions ads receive is a fundamental overall performance indicator for advertisers, media agencies, digital signage operators and marketers to understand which ads are performing well and which ones donít. This metrics is also used to perform experiments on the attractiveness of different content formats and locations of your Point(s) of Interest. Furthermore, monitoring "Total Impressions" is useful for network operators that insert third party advertising as they are able to provide regular reports, e.g. on a product installation or a play list-level, for single advertising clients.
2) Discover Shopping Patterns by Looking at "Impressions per Week Day"
Looking at "Impressions per Week Day" at your Point of Interest, you can use dimensions to analyse at different times such as days of the week, to get more insights about your Marketing campaign's performance and to help you identify opportunities for optimisation. For instance, you might want to track the performance on a daily basis to see how well it is performing on different days throughout the week. Then you can use these insights to schedule your Marketing campaigns for the days when they are most likely to receive the greatest number of impressions.
3) Find out Top Locations by Setting a Geography Filter
Analysing Top Locations of your Points of Interest, you can determine individual regions where most Impressions came from and use the information to refine your location targeting.
4) Measure Dwell and Attention Time to Understand the Level of Engagement
"Dwell time" determines the duration between the first detection and the escape from the Point of Interest. Unintentional dwell instances lasting less than one second are not counted in the reports. "Attention time" is the average number of seconds consumers intentionally spend engaging with a content at the Point of Interest. The metrics sums the duration consumers actually looked at a media. You can use this metrics to understand the impact of different campaigns and formats. Measuring dwell and attention times can help you to learn more about the level of consumer engagement. You can use these valuable insights to continuously improve your Marketing campaigns to make them become even more appealing to your target groups.
5) Watch Your Demographics Reports to Determine if Your Ads are Showing to the Right Target Group
Watch your Demographic Report to learn who has seen your ads at your Point of Interest, e.g. gender, age group and mood. Combining the demographics report with the dwell and attention time report, you will learn which demographic group has shown the highest (or lowest) level of engagement and use these insights to create even more relevant content to your target groups. In some cases, based on your findings, you may even decide to define new target groups for your product.
6) Use the Data from your Audience Analytics to create Customized Advertising
Connecting the audience analytics solution with a Digital Signage solution or a Kiosk, you can customise the ads on the screen according to the relevant target group in front of the Point of Interest. Consumers will thus view the content in which they are most likely to be interested in. A more relevant content helps to increase the conversion rate of your media at the Point of Interest.
I hope that the above 6 reasons provide some evidence that audience measurement is a useful Marketing tool to measure the performance of campaigns at your Point of Interest. At the end, the goal of any Marketing campaign is to create relevant content, foster brand awareness and conversion rates and - last but not least Ė to increase your Return on Investment.
Using the Plug & Play TRAFFIC AND AUDIENCE MEASUREMENT solution by Advanced Digital Solutions, you will be able to quickly and easily start the fascinating science of audience analytics to continuously improve your Marketing campaigns at your Points of Interest. Feel free to connect for any further information.