Ask the Board – May 11, 2020 | STEVE GLANCEY

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“What is the most frequently overlooked aspect of creating a new digital signage network?”


You don’t know what you don’t know. 
There are people in the industry that have a lot more experience than I do, but I’m not a newbie either. Between shows, personal training sessions, certifications and hours upon hours of testing, reading, inside information conversations with consultants/partners, reports, market research etc. — I have “spent” hundreds of thousands of dollars in value learning about all that digital signage has to offer over the past nine years. I still couldn’t name even 25 percent of the digital signage software options that are out there off the top of my head (last count I heard was over 3,000), nor all the providers for hardware or installers or even all the best content creators executing truly revolutionary projects —doing things I have never even thought about. 

So, this is what is overlooked. You’re probably going to unknowingly compromise on which software you choose, which hardware you choose and which content strategy you choose. There are probably competitors that you don’t know about and network business models that have been tried and failed countless times and regulatory laws or patents that may limit what you were hoping to do etc. Your content budget is probably too low. You won’t sell as many ads as you think, and your network projected size will probably take two to three times longer than your “conservative estimate” to hit and ultimately be half the size unless it is attached to some sort of guaranteed sales supporting a larger business model. 

Here is the good news. This is the case with every project or business you could undertake in any industry. I would encourage you, therefore, to set your expectations humbly understanding that you will need to put in a lot of hard work, fail fast, fail often and fail forward to find success. If that is your mindset, you will get there and join the many thousands of digital signage operators who have found success in creating value through their network. 

Quick tip, if you’re building a larger network (50-100+ players), consider hiring a consultant to help fill in the gaps of what you don’t know. It will save you countless hours, money and heartache, and you will fail less. 

About Author

VP, Emerging Experiences
SapientRazorfish

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brand Council

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