I think we need to reset our expectation of quality in that the polished, slick formatting and presentation means less to today’s consumer than it did just a few short years ago. Today content needs a level of sincerity that gets away from ’salesmanship’ and a “pitch man” tone and gets to, at worst case, entertain a consumer and, best case, entertain plus inform them.

Having this as a goal for content creation will then open the doors to more regular production of fresh content because each time it is created it won’t be a huge project. Instead create content in a more digestible scope that is concerned with conversion rather than “Does it look nice?” kind of approach. I have seen plenty of ‘home made’ corporate videos that do SO much more than their over-produced counterparts because they connect with people on a level they get and will respond to.

Just my two cents. Thanks.

It is so encouraging to see content get a greater focus. For too long the digital signage industry has been driven by hardware and software concerns…while the content suffered.

You are dead on to note that the time of simply hanging screens and expecting consumers to pay attention is long gone, especially in urban areas with multiple DOOH networks deployed. And just how captive are audiences now when they have smartphone with a hundred apps preloaded?

With new networks focusing on better sight lines and fixtured screens at eye level; richer, interactive and more conxtually aware content is a must.

I think the balance of content is repurposed, done in house (especially for smaller networks), or RSS feeds.

As the Television production houses get in the game we will see new services from them specifically for DOOH.

Thanks for mentioning the book “Unleashing the Power of Digital Signage” which I wrote to try help uplift the industry around content!

Keith Kelsen