Digital Signage Connection

A relatively young and rapidly evolving industry such as digital signage requires regular business model check-ups to ensure success. Without stepping back, recognizing and embracing the bigger picture, industry entrepreneurs exacerbate the risks.

Notably, three major shifts have occurred in digital signage and dynamic place-based media planning:

1. Cohesive planning and structures for project advancement are used to assure progress and manage risk.
   
   A “build it and they will come” mentality or projects based on trial-error do not inspire confidence and are launched on an uncertain foundation. Planning approaches that allow the medium to better achieve business goals and enjoy easy advancement are essential.
    
2. Digital signage works with other display and engagement media to leverage investment.
   
   As organizations use mobile, online, place-based, print and broadcast media, digital signage has become part of this “Communications Continuum” contributing to and leveraging other media. Today, the ways in which digital signage integrates with mobile, tablet and online must be considered.
    
3. The focus is on Return on Investment (ROI) starting at the defining of objectives and moving through technology selection and content strategy.
   
   Pressures on spending require greater clarity about an expected return on investment, and return on time. Entrepreneurs must understand the best ways of clarifying and quantifying ROI, including knowing which analytics and optimization approaches can increase the value of their digital signage investment.

In sum, operators of digital signage and digital place-based networks must stay alert to changes in the business environment and adjust their planning as necessary. Not to do so invites the risk of lost revenue and may even imperil the success of the business.

Lyle Bunn, principal and strategy architect of the BUNN Co., is a widely recognized independent analyst, advisor and educator in North America’s digital signage industry. He has presented the SPEED program to more than 2,000 professionals and assisted hundreds of networks to achieve or re-gain success. To contact him, email Lyle@LyleBunn.com.

Note: The SPEED II Digital Signage Training Program, which will be offered on March 6, 1-5 p.m., as part of the DSE 2012 pre-show educational schedule, provides a comprehensive view of all key elements of digital signage network planning, design and operation. New end users and supplier personnel alike will benefit from the updated program, which incorporates the three major trends in digital signage discussed here.