Driving Productivity with Digital Signage Innovations
Beyond immediate ROI from print savings, the elephant in the room is measuring productivity impact. A US communications company tested ScreenCloud on alternate floors for three months, then surveyed recall rates. Results were remarkable: recall jumped from 25-30% to 70-80%—but only for snackable content like events and deadlines, not complex storytelling like merger details.
Key Takeaways
- Digital signage can triple content recall rates from 30% to 80%
- Effectiveness varies by content type—snackable content performs best
- Industry lacks standardised measurement tools (Google Analytics for Screens may be coming)
Topics
- Data & Analytics
- Communications
- Business Strategy
- Digital Signage
Transcript
So I've talked extensively about immediate ROI of using modern digital signage. We've talked about reducing print costs and the time it takes to change those signs on the notice board. We've talked about reducing the burden on IT and automating more content up on the screens for the comms team. But the elephant in the room is clearly the impact of digital signage on driving change and productivity inside of a business. Now, unfortunately, as an industry, we don't really have standard ways of measuring this. Most people are doing it through pulse surveys, employee surveys, and looking for sentiment changes or any anecdotal evidence. We're trying to change that. And actually, I am hearing that there may even be a Google Analytics for Screens coming from the team at Google themselves. But obviously, we work very closely with our customers. We've heard multiple anecdotes of how screens are really driving change. So a very large US communications company was using ScreenCloud in their HQ and decided to initially install it on alternate floors. So some floors had ScreenCloud, some floors just had the notice boards as usual. And after three months, they did a survey based on the types of content that they had shown to see what the improvement on recall rates had been. The results were amazing. So recall rates were averaging, or most of this information, around 25% to 30% by default. When content was then shown on screen, it went up to 70% and 80%. But only for certain types of content. Some content had no impact at all. It was generally content that was more snackable and easy to remember. So it may be a big event or deadline coming up, or an announcement, or a bit of people updates and things like that. When it came to more nuanced storytelling about a recent merger, for example, it hadn't really improved things because probably that content was too complicated for people to pick up in that snackable way. We also worked with another customer recently who was using screens