Digital signage is everywhere these days. You can find it in places ranging from retail stores and restaurants to corporate lobbies and public spaces. Companies are investing more and more in screens, software, and content to capture attention. But here’s the real question: How do you know if all that investment is actually paying off? Measuring the return on investment (ROI) of your digital signage campaigns is crucial, not just to justify the spend but to learn what’s working and what’s not.
At Yodeck, we think digital signage shouldn’t just be about putting content on screens and hoping for the best. It should be woven into your overall content strategy so you can truly tap into its potential. When it’s treated like a standalone channel, it’s tough to track its real impact or get the most value out of it. But when digital signage is part of the bigger picture and aligned with your marketing, sales, and communication goals, that’s when the magic happens.
1. Start by understanding who sees your content
Before anything else, it’s important to get a clear picture of how many people actually see your screens. There are plenty of tools like foot traffic counters and people sensors that can give you an estimate. This helps you know your potential reach – the total number of “impressions” your content gets. For example, a Nielsen research shows that in busy retail spaces, digital signage reaches over 70% of shoppers passing by. That’s a solid foundation to build from.
2. Next, pay attention to how people engage
Just knowing people see your content isn’t enough. The next step is figuring out how they interact with it. Are they tapping on touchscreens? Scanning QR codes? Visiting your website after seeing something on screen? Interactive signage can boost engagement by up to 47% compared to static images (Digital Signage Today). More engagement usually means your message is landing and sticking, which is a good sign.
3. Tie your efforts to real business results
What really matters is whether your digital signage leads to concrete outcomes: Like more sales, coupon redemptions, bookings, or leads. By connecting your signage data with your sales or CRM systems, you can see exactly which campaigns are driving results. This kind of insight helps you focus your efforts where they’ll have the biggest impact – and proves to stakeholders that your investment is worthwhile.
4. Don’t forget brand and customer experience
Digital signage offers something more than immediate sales. It also shapes how customers feel about your brand and their overall experience. It can make your store easier to navigate, keep customers around longer, and simply create a better atmosphere. These effects can be measured through customer feedback, surveys, or even observing behavior in your space. While these “soft” metrics are trickier to track, they play a big role in long-term success.
5. Integrate digital signage into your broader strategy
The most powerful ROI comes when digital signage isn’t working alone but as part of a larger content ecosystem. When your signage content complements your social media, email marketing, website, and in-store promotions, it sends a consistent message that resonates across multiple touchpoints. Plus, intelligent digital signage that adjusts in real-time based on data and business needs can be a game changer.
How Yodeck makes measuring ROI easier
This is where Yodeck really shines. We don’t see your screens as just standalone devices but as an important piece of your overall content puzzle. Our intelligent digital signage platform makes it simple to create eye-catching content quickly, even if you don’t have a design team. With so many templates, features, and apps, plus an easy-to-use editor, you get the flexibility you need.
On top of that, you can connect Yodeck with your sales or CRM systems to see how your signage influences actual business results. And because Yodeck is cloud-based and affordable, it works for companies big and small without requiring complicated setups.
Digital signage is growing – ROI measurement must keep up
The digital signage market is booming and expected to hit nearly $33 billion by 2028, growing steadily every year (Grand View Research). With so much investment flowing in, measuring ROI will be key to staying competitive. The businesses that treat digital signage as a strategic content channel will get the most out of it.
Final thoughts: Make your screens work harder for you
So, measuring ROI on digital signage is more than counting screens or audience. As we saw above, it means tracking who sees your content, how they engage, what actions they take, and how it fits into your overall brand story. Yodeck’s intelligent platform helps you do just that- making it easier to create, measure, and optimize your campaigns so your investment pays off in real, meaningful ways.
Want more insights like this? Check out the Yodeck Blog for tips and practical guides to get more value from your digital signage.