“What differentiates an exemplary digital signage installation from environmental noise?”
The thing that most differentiates an exemplary digital signage installation is the strength of the creative execution. That includes the message, the delivery, the resonance of the proposition and the effectiveness of the creative composition. The digitization of the media simply gives the creative team more tools and capabilities to work with in the design and delivery of the message. The fact that the delivery is in a ‘flashy’ digital form will not save a weak and ill-conceived communication strategy or poorly composed execution. But the digital technology can make a strong and well-conceived communication strategy and wonderfully composed creative execution even more powerful.