The Future of Digital Signage

Digital Sign of the Times? Why multichannel matters.

Earlier this year, I was invited to speak at Digital Signage World in Sydney to share some of my views on DOOH (Digital out of Home).

Heading up to the conference from Melbourne one chilly June morning, I couldn’t help but reflect on my message and how it would resonate with the audience. After all, I was delivering something of an admonition: digital signage alone is a wasted opportunity.

To many organisations, the benefits of digital signage are the superficial ones: it captures attention, it looks good and it’s easy to update. They may have used similar arguments when they added animated gifs to their websites.

Others see digital signage as a direct revenue opportunity: install digital signage on-premise and use it to advertise the services of non-competing businesses. There are a number of independent digital signage networks that will take care of the installation and management and give you a nice cheque each month – with the added benefit of entertaining/annoying your customers with constant advertising.

Digital signage can do many things but the real power comes as part of a Connected Experience. You have the ability to communicate with your customers over a number of physical and digital channels – why are you treating them separately?

Creating a Connected Experience requires an integrated approach across multiple channels, informed and led by strategy and insight.

At Digital Signage World I found my audience a healthy mix of technology vendors and their potential clients. In conversations following the session, it became clear that both groups recognised the limitations of their existing approaches – but they didn’t feel able to address them. In many cases, this is because a holistic approach requires buy-in at a senior level in an organisation.

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