There is so much cool technology out there. So many different ways to create an effect. It sounds strange, but to me, LCD screens seem almost quaint. After all, the effect, in most cases is pretty much like a tv mounted somewhere in business. When you get to larger sizes, then the effect is like the screens in sports stadiums. So here you have this emerging giant, Digital Signage, awakening, and yet the available technology for delivery is actually far beyond what most businesses will be purchasing for quite some time.
The point is, technology has already far outstripped the market's willingness to buy. It is not merely a matter of familiarity, but more important, a necessity to make your systems cost effective to the user/buyer. This is where a lot of the leading edge stuff (touch screens, wifi integrated screens and projections) lose their way, (in this writer's opinion.) You can never forget what is in the customer's mind:
"How does this make me money?"
Your DOOH system had better be good at helping your client make money, in an easy to understand way, or you will have a tough time selling the systems on a repeated, broad basis. So you are not just in the hardware sales business, and you are not just in the digital advertising business, you are in the Business Development business. Get used to it. And adjust your sales and presentation methods accordingly. That is the key to survival and growth in this economy. Which, by the way, is not going to return to the "good old days" anytime soon.
Digital Signage has an immense potential to generate sales and move product for business, but we have to show them how the technology will do that.