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.

Projected Digital Signage

Why not put a screen in your window?

Because everyone has that.  Well, not everyone, but even a big screen is just a big screen.

Window Video Systems (projected digital signage) allow for eye-popping effects, different size possibilities, customized visual formats, and most of all, a completely different effect than an installed screen.

Window Video Systems (WVS) use projection and rear projection films applied to window glass to literally turn the glass into a video screen---hence the name, Looknglas.

Businesses, especially retail, need and crave fresh, attention-grabbing content.  The key to effective implementation is not hardware!  (Everybody's so fixated on hardware and gadgetry---thanks Apple!)

The issue is, what do you have to say?  What is the value of that message?

Invest in the message, a really good, powerful message, that is strategic and measurable.  All the things I have been saying for years.  Don't invest in hardware, invest in messaging to your target audience effectively, and you'll never go wrong.

Feel free to ask any questions about this system or how it can work for your business.  Let's blow some minds!