Measuring the Impact of Business Screens
I explore why knowing what is playing on workplace screens is not the same as knowing what is working. The focus is on auditing existing content, measuring behavioural change, and treating screens as a valuable communication channel rather than a broadcast tool.
Key Takeaways
- Screen content should be assessed by the impact it creates, not simply by whether it is displayed
- Broadcasting information is not the same as effective communication
- Auditing and measuring existing screen content helps prove value and improve outcomes
Topics
- Digital Signage
- Communications
- Data & Analytics
- Content Strategy
Transcript
If you run screens in your business, I've got one uncomfortable question for you. Most people I speak to can tell me what is playing on the screens, but they cannot tell me what's working. By working, it means that something happens, something changes. There is a behavioural change or some form of uplift. Saying, I put it on the screen, isn't communication. That's broadcasting, and broadcasting doesn't make impact. It's no different to saying, Did you get the email? So before you add more content to the screen, do an audit of what's already on there and ask yourself, What is actually working here, and how can I measure that? Because it's only really through impact that we'll make screens a truly valuable communication channel.