Digital Signage and ROI

Phil Cohen cracks me up.

He does a video blog called "Cohen on Content" http://onthecspot.com/archives/1070 dishes on all things DS and DOOH.  Being a successful owner of a network himself for years, he knows a thing or two about the subject.

So I was watching his latest post, and though he takes a while to get going, he makes some great points.

Point 1:  Don't think you're going to create DS content with Powerpoint.  You don't want him coming after you speaking a language he knows you'll understand.  (He speaks fluent baseball bat.)

Points 2-10:  It's not about impressions.  It's not about eyeballs.  It's about making money.  You have to have engagement, and a way to prove that engagement, be it third party corroboration, sales, track-able promotions, or whatever, you need to show that you are accomplishing something, preferably making money.

DS and DOOH are not about putting up a screen where you think a bunch of people will see it.  It is about effectively accomplishing serious business objectives.  And you don't do that by being the next DIY digital signage failure.  You do it by knowing what you're doing; what hardware and software platforms are apropos to your purpose, and what content and strategy will accomplish that purpose.

"It's about making money!" he says.  And I say,

"Bravo, Phil!"