Ask the Board – August 29, 2016 | JEFF PORTER


What is the most controversial issue in the digital signage industry right now and why?

After 25+ years of pitching “Content is King” at conferences, on white papers and in person, folks still don’t get it.  DO NOT START WITH HARDWARE PROVIDERS as much as they have a huge sales force looking to sell you a shiny new screen.   And you AV guys need to wake up and smell the roses too!  Please don’t sell those cheap (and some not so cheap) black (and sometimes purple) simplified media players that play a video in a loop from an SD card. Really?  It’s 2016 for crying out loud. 

Network the systems together and develop a CONTENT STRATEGY that will get the right content in front of the right eye balls at the right time.  THEN and only THEN, figure out which Content Management system is going to let you execute that content strategy the easiest. THEN and only THEN, pick a media player that works with that software to execute that content strategy. (Warning: Not all media players for a given CMS will do everything you want … so choose carefully!!!)

Now … finally … you can get a quote on that shiny new screen. 

The digital signage road is unfortunately littered with failed networks that didn’t listen to this pretty simple advice.  Don’t be one of those guys.   

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Founder & CEO
Porter Digital Signage

Industry Consultants Council

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