Why do you think we’ve seen an increase in focusing on displays and hardware rather than concepts and communication?
I can’t say I’ve seen an increase in focus on displays and hardware to be honest. Concepts and communication are still key to getting the message across, but the pizazz and flash of digital signage has always been the hardware, from HD to 4K and beyond, along with larger/thinner displays, easier methods of mounting, cabling, cooling, higher pixel rates and the like.
With that said, I would think it is just easier to talk about facts and figures and technical specifications over the creative content, which is so subjective, and focused on specifically the target audience of the signage. Organizations within the same vertical may have completely different ideas on how to use digital signage that there is much less discussion around the concepts and the creative aspect of digital signage. Every installation/implementation tends to be unique in that sense.