“What digital signage strategy is over-hyped and why?”
There’s an ongoing collective need to believe in a Minority Report outcome. A persisting view that the “future“ will be amazing once we can somehow use face recognition to allow DOOH to send 1:1 messages to passersby.
Will it? Should it? Does the public want it? Have we considered the consumer in this narrative? I would like to offer up that the future is amazing now … right in this moment. We enjoy an abundance of DOOH inventory of all shapes, sizes and contexts — with more coming on line daily. Let’s work to master what we already have in front of us. Creatively, we still fall woefully short of exploiting our current toolkit to its fullest capacity.