What elements do you find missing from digital signage advertising campaigns or other uses of digital signage that, if recognized, would improve the quality of that content immensely?”
Good old-fashioned storytelling … I just don’t think we’ve collectively figured it out for digital signage and DOOH networks. I rarely see content created specifically for the medium, and even more precisely, for the specific contextual viewer experience. Times Square is a much different experience than a coffee shop, gym, airport or a retail footprint. Yet, often see what looks like repurposed TV or shortened segments of long-form YouTube content. Ultimately, the different digital signage mediums (and their corresponding unique environments) need to be respected and studied as standalone disciplines, each with their own unique viewing experiences and storytelling techniques.