Ask the Board – March 28, 2016 | MARK GEIGER

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In what ways have you been able to exploit your existing digital signage network beyond the original business objectives to provide greater benefit than originally promised?


The original use of our digital signage network, eight years ago, was geared toward wayfinding. We would generate content that utilized our single monitors at full-screen. After procuring new software, we were able to utilize specific sections of the screen for wayfinding and show/event sponsorship. We discovered a new revenue stream with sponsorship sales. As we expanded our signage network, the revenue grew and a logical next step was to dip our toes into commercial advertising. The benefit from our original business objective was the creation of a profit center. New revenue was reinvested into the digital signage network, and it continues to achieve multiple objectives. The network assists guests navigating the venue, and revenue streams continue to flow.

About Author

Advertising Manager
Georgia World Congress Center

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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