There is an old proverb that says that sending a message by the hand of a fool is like cutting off your own feet.
This is equally true when you blindly trust your messaging (digital signage content) to whoever, delegating to a third-party service or a lower-level employee, leaving that all-important strategic job to someone with no vested interest or motivation for the profit-producing necessity of your message.
Your message is what people will think of you.
Your message is all people know about what you want them to do.
Your message (including your display) is the primary information a prospective customer has, in order to make a buying decision!
Why would you delegate that? The classic thing business people do is to neglect their message, in favor of "getting things done". Well, you ain't gonna get much done without customers buying, and they're not going to buy unless you convince them with your message in all its facets.
When I walk through a mall, or surf online, I want to know why I should buy. I want to know what you're offering. I want to know what's better about your product, or offer. I want to know if you know what you're doing or if you're fly-by-night. I want to know what kind of value I'm getting. I want to know what's in it for me.
Too often, when you delegate your company messaging, those questions don't get answered, and then you don't sell as much, or make as much, because you delegated your messaging to someone who doesn't understand or value your priorities.
Digital Signage ISN'T ABOUT THE HARDWARE, the screens, the software, the brightness, etc. Those are all important, but only in that they are a part of delivering YOUR MESSAGE effectively! If you use DS or DOOH, then watch your messaging carefully, measure it, and revise it, hone it, until it performs. Watch it like a hawk, and use it to produce measurable results! Devise a method (I'm not telling you to run out and buy more equipment or software) for tracking, measuring, and understanding the results of your display system. DS and DOOH are money-making machines when properly implemented.
Your DS messaging is a job that, if you do delegate it, you must oversee carefully and demand a result from. DS and DOOH are extremely powerful tools, but make sure they are used to the effect you desire.
We advocate a direct selling proposition and call to action, the result of which can be tracked exclusively to your DS or DOOH display, and measured. For example, if you provide a text coupon, be sure that it is tracked accurately. Don't just throw a video loop on there and forget about it. Make sure that message looks how it is supposed to look, gets where it is supposed to go, and does what you intend it to do.