The interactive media is probably the only advertising media, that can measure itself. The time consumers spent with it, their answers and chosen details, even their personal data, provided it is voluntarilty entered are all very easy to be read and accounted.
Interactive applications are the gold mine of audience measurement. The clients are either using them, or not, either choosing a product, entering their details, or not. It is just a matter of yes/no questions. Collecting data through interactive touch-screen kiosks can be be even more valuable than in-store product advertising for some industries.
The newest innovation in audience measurements are web detectors, hidden in your digital signage, which can recognise and differentiate the gender of visitors, their probable age group, and even the magnitude of their smile or the lack of it and presumable aittitude toward your products and/or services. Devices are already being developed that allow various simply to scan a badge or card and instantly get a read-out of a consumer’s purchasing history and data summaries, enabling additional new advertising methods.
Consumers don’t like to fill surveys by hand, but instead would do it with interactive media – use of self-service kiosks and touch-screen displays guaranteed higher reates of survey participation. Going from paper to digital screen guarantees raises in survey answers in 30-40%. The other benefit is that people would give more honest answers to a computer instead of to a human person. Asking for their opinion about a product, evaluating their loyalty, ranking products are all part of usefull surveys, identifying possible issues, helping to determine inventory levels and loyal customers habits and preferences.
