Digital signage can be a real game-changer for internal communications, but just putting up screens isn’t enough. To get the most out of them, you need to know how to measure digital signage effectiveness. Otherwise, it’s hard to tell if your messages are actually reaching people, keeping them engaged, or helping your team work better together.
Why measuring digital signage effectiveness matters
Think of digital signage like any other communication tool: You want to make sure people notice your messages, understand them, and act on them. Measuring effectiveness helps you:
- Reach everyone: Not all employees check emails or intranet updates. Screens can fill that gap, but only if they’re actually effective.
- Make content better over time: Analytics show what works and what doesn’t, so you can tweak your messaging and timing.
Show ROI: When you have data, leadership can see the real value of digital signage and feel confident investing in it.
A real-life example
Take a mid-sized retail company that puts screens in break rooms and staff areas. At first, the screens showed everything – announcements, operational updates, recognition posts. To see what stuck, they added QR codes that let employees give quick feedback.
After a few months, the data was clear: Safety alerts and recognition posts were getting the most attention, while general operational updates weren’t hitting the mark. By adjusting content and timing based on this feedback, the company turned its screens into a genuinely useful communication tool that employees actually looked at.
Curious how your internal communications are doing? Try our Internal Communications Health Check to spot gaps and discover ways to make your digital signage work harder for your team. For more ideas and tips, check out our eBook or our webinar to hear from experts who’ve been there.
Key metrics to track
Knowing how to measure digital signage effectiveness means looking at both numbers and human feedback. Here’s what to track:
- Employee engagement: QR codes, quick polls, or digital acknowledgment buttons show who is interacting with your content.
- Content performance: Test different messages with interactive polls, or QR codes to see which ones get the most engagement or longest attention.
- Feedback loops: Ask employees if the information was clear or useful – these insights are gold.
Putting all these pieces together gives a complete picture of your signage’s impact.
Connect measurement with your strategy
Digital signage works best when it’s part of a bigger plan. Combine screens with emails, intranet posts, team meetings, and collaboration tools. Measuring performance across all channels shows you how your screens contribute to overall employee engagement and internal communications success.
Quick tips to get started
- Start small: Pick a few key metrics and focus there first.
- Mix it up: Combine updates, recognition posts, and interactive polls to see what drives engagement.
- Keep testing: Use analytics to keep improving content and timing.
One extra thing to remember
Digital signage isn’t just about pushing information, it’s about starting conversations and building connections. Encourage employees to share ideas, respond to polls, and celebrate wins publicly. The more interactive and human your content, the more it strengthens your company culture while delivering measurable results.
Takeaway
Learning how to measure digital signage effectiveness isn’t complicated – it just takes a little planning. By tracking analytics, engagement, and feedback, your screens stop being passive displays and start actively supporting a connected, informed, and motivated workforce. Done right, digital signage can be a real driver of internal communications transformation.