"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.