The Prince and the Pauper

"Content is King!"

So says everyone.  Except the majority of business decision-makers, who tend to fasten on hardware and software and price.  They can't help it; they just gotta know "how much will this cost me?"

For any DOOH or other digital signage display, the content is critical.  With all the advances over the past 5 years or so, the issue of high-quality content is still a tough one, because, face it, true creative costs something.

Example: I just spoke with a major international brand that is installing a very large, multi-tile video wall in their corporate Headquarters lobby, where everyone will see it.  Great idea!

But they decided, for content, they will go with their in-house app-designer because they don't have a budget for content.  Now, keep in mind, this company manufactures key components for digital displays.  They are a major player.

Ya gotta be kidding me!!!  You have budget to install a very large multi-tile video wall, but you forgot to allocate ANY budget toward content???!!!

So much for "Content is King."  Truth is, for so many otherwise smart business decision-makers, content is an ugly step-child, neglected and unwanted.  Shoot, the content should just come with this great hardware, right?

So the King, the prince, is actually a pauper.  No one will give him a dime.

When was the last time you saw a truly engaging, stop-you-in-your tracks digital display?  Uhh, let me see.... you don't really see them very often, and the reason is, decision-makers focus on hardware and widgets.  Something they can negotiate hard.  Something they can commoditize.  But the all-important content, the message, the thing that actually makes people move, THAT is too expensive, don't have a budget for it, we'll do it in-house.

This is a major reason why this industry doesn't rocket forward.  The value (content) is a tough sell.

People, please: Set budget for this critical component of your display implementation.  If you're a systems seller, or a software seller, or an integrator, get the client to put some cold hard cash value towards their implementation's content!  It will make you look good, and they'll stand a better chance of getting the true value out of their purchase that they intended.  And you'll sell more.