Ask the Board – January 2, 2018 | ALGERNON CALLIER

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If you could put out an industry SOS, how would you fill in the blanks: CONTENT CREATORS OF THE WORLD, PLEASE STOP WITH THE _______. THE INDUSTRY REALLY NEEDS MORE ________. Why?”


Content creators of the world, please stop with the traditional creative approaches for digital signage. The industry really needs more digital creativity in the composition of signage communications that leverage the full potential of the digital medium.  

It can be difficult to justify the investment in digital signage capability based solely on the efficiencies of content and message distribution. We need to increasingly demonstrate how the power of the message itself is enhanced by the digital medium, more so than it could otherwise be in static form, and with greater effect that drives ROI. Otherwise, we might as well just hang poster signage and be happy with it.    

 

About Author

Vice President
Strategic Innovation & Emerging Technology
Universal Parks & Resorts

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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