[Tweet “The burgeoning #DigitalSignage – or DS – sector is now taking the field @ToshibaUSA”]

By Joe Contreras, Director, Product and Solutions Marketing, Toshiba American Business Solutions (TABS)

As the term “Moneyball” has entered today’s lexicon, definable metrics are more and more expected within businesses other than Major League Baseball.  Thanks to Michael Lewis’s book chronicling Oakland Athletics General Manager, Billy Beane, the baseball executive’s innovative approach to measuring player value is becoming much-imitated across the business spectrum.

The burgeoning digital signage – or DS – sector is now “taking the field” by embracing this concept with a set of its own metrics to help ensure customers are receiving a return on their investment.  Since the vast majority of businesses probably relate more to Beane’s cash-strapped A’s than the well-heeled Boston Red Sox or New York Yankees of the world, the need to quantify return on investment (ROI) or return on objective (ROO) is paramount.

After reviewing audit reports, award entries and current installations, noted digital signage expert, Lyle Bunn conducted his own research on customer ROI and ROO when implementing DS.  His research was split into two segments: revenue generation and cost reduction.

From the all important revenue generation standpoint, he concluded that companies using DS receive a four to 50 percent lift in sales and as much 300 percent on the right end of the bell curve.  DS was also pinpointed to enhance leads by as much as 15 percent while improving brand recall by better than 40 percent vis-à-vis other marketing or advertising vehicles.

With respect to cost reduction, DS was found to increase customer and even employee awareness on the company.  Bunn further concluded DS improved employee and customer safety while containing a company’s liability concerns.

For people visiting virtually any public setting lately, they will see DS is pretty prevalent – from apparel outlet video walls to airport flight schedules at the airport to scoreboards and video ribbon displays at a nearby sports venue.

For those still undecided about incorporating digital signage within their company’s sales and marketing mix, I encourage you to contact one of our experts to learn more about this exciting new segment.

Click HERE to learn more about Toshiba products and services