It has been oft repeated that "content is king!"
So, if that's the case, why do people consistently try to get their content for free or on the cheap?
So many in Digital Signage and DOOH are systems focused, and so very, very few focused on content production, production values, message, and message strategy.
I think it's often assumed this is the responsibility of advertising agencies, and marketing "people", but if you are installing or running a network, it needs to be your focus.
The message (content) is where the value is. You can have the best hardware and software platform, the best integration, the best technical support, but if the messages suck, the whole thing sucks.
Think of a Limo without seats, steering wheel or brakes.
Content (message) truly is king, and strategy must be queen, and the DS system, can only ever be the coach and four.
So, qualified, strategic content producers are a critical part of your success equation. That is, people who know more than just how to make a pretty picture. People who can create great visual messaging designed to accomplish real business objectives.
We like Phase 3 Digital, because they're both artistic as well as digital and strategy savvy.
Serious investment must be made in that expertise, that marketing message expertise and the appropriate production values that should accompany it. If the message and strategy are great, but the visuals look like hell, the campaign will fail, and then Digital Signage and DOOH takes yet another black eye. Don't do that to yourself, to your client, and to the industry; make sure that content and strategy are the best you can get. Get the best expertise and production at the best price you can, but don't sacrifice mission-critical standards to a bean-counter's mentality.