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.

Road to ROI

Return on Investment, or ROI, is how every investment decision in capital equipment, marketing materials, signage, is made by those who approve expenditures.

An objective is determined, a value assigned to that investment, and then some effort at due diligence in securing the best price (cost-effective) for that investment/purchase.

Someone determines that display and signage is necessary, someone identifies a budget, and then investments are made according to budget.  When a new type of investment (in new technology) for signage or display comes under consideration, then the process begins anew for that particular investment.  Perceived, and actual value are debated and assessed, not always from a fully-informed perspective, but usually some effort is expended in that direction.

The vendor does their best to convey the indispensability of their product; usually from a features/benefits standpoint, but not always in the terms or language that the potential investor uses.  This is a key marketing and sales function:

"What will this investment do for me?" asks the potential buyer.

In the best possible scenario, the seller of the product has informed themselves diligently on the buyer's needs and valuation method, and can answer, "Here's how much this will make you/save you, over --- period of time."  They articulate the value of the product in clear financial terms, and THEN restate the practical or functional values and features.

ROI gives the client/buyer the permission to invest in your product.

Window Video Systems (WVS) have clear, broad and deep ROI potential:

Display more of the client's product in a more dynamic, useful, attractive way than ever before.  Never before has a retailer or business been able to display or demonstrate ALL of their products directly ON their storefront window, in full color and motion repeating the message.  Never have they been able to repeat multiple or different kinds of messages, and especially, selling propositions, whether it be SALE, or pricing incentives, or other types of value propositions, or promotion of upcoming opportunities to the customer.  WVS allows for interactive engagement with the viewing traffic, via QR or text to mobile device.  WVS can drive traffic:  both foot traffic in-store, or traffic to the Web, or to e-commerce portal.  In the process, WVS can allow stores to "capture" viewers via engagement.

WVS is transformative.  It has the potential to enable the retailer or other commercial business to transform how they communicate with customers with more immediacy and more depth.

Always look for ways to articulate and specify value to your OOH displays, to demonstrate ROI.  It is the key to purchase approval.  How does your OOH display provide ROI?

A Bright Idea - Light diffusion

A very common problem with digital signage window displays is reflectivity of the window glass, particularly in outdoor environments with direct sunlight.

The issue is twofold:  First, your signage is not, and will never be, brighter than the sun.  Second, the surface of the window is reflective, picking up every primary, as well as secondary (or reflective) light source which ultimately wreaks havoc with your window display.

One possible solution is installing anti-reflective film on the exterior surface of the window.  Light diffusive film can be an ally in making your display pop better to passing viewers.

Another solution is LED signage, which is very effective (at distance) but with pixels more obvious at close up range.

We are interested in your thoughts on solutions for the ongoing battle with the sun.  What have your results been?