“What differentiates an exemplary digital signage installation from environmental noise?”
Many digital signage installations can be considered merely environmental noise. What this means is that the signage is just background noise and no one is really listening. If the installation is in a corporate environment, this completely defeats the purpose of using digital signage for corporate communications. If your message is not being heard or listened to, the installation is basically useless. The same applies to messages aired in a retail environment; however, this means less money in a company’s pocket as opposed to uninformed employees.
Exemplary digital signage means your message is reaching the masses. When employees hear and actually listen to the corporate message, that means they remain engaged and informed about company news and events. In a retail environment, you reach potential customers who might make purchases based on content seen or they might recommend your establishment to other potential customers.