Ask the Board – October 31, 2016 | JOSHUA JOHNSON


What are your top three takeaways from a digital signage overhaul?

Digital signage within physical retail at AT&T has been through several overhauls over the past few years. The primary force behind our digital evolution has been driven by the need for enhanced digital storytelling, integration of actionable business intelligence and adoption of new branded retail experiences.

From my perspective, the three takeaways from our AT&T retail digital signage overhauls have been:

  1. Reengineering digital signage can be both timely and expense, so only source technology from vendors willing to manufacture readily available hardware that meets your long-term business needs.
  2. Future-proof your digital signage platform with the ability to operate intelligently through robust capabilities that can adapt and respond to data-driven triggers.
  3. Prior to any overhaul, perform research to ensure your digital signage execution strategy is rooted in functional insight.

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Senior Marketing Manager
Digital Innovation & Strategy

End User Council

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