“What differentiates an exemplary digital signage installation from environmental noise?”
I think, in order for a digital signage installation to separate itself from environmental noise, it must be relevant to the viewer and invoke some kind of emotional response or feeling. Some of the best DS installations I’ve seen are non-advertising-based signage. It draws you in and makes you ‘feel’ something. You find yourself standing there watching. Videos, motions and signage surround us all day long to get us to try this or buy that, but in order for your signage to elevate past that, you need to be more than just what’s out there. Bring them in. Reach out to them on a deeper level.