Partnerships are critical in digital signage

Let’s face it – digital signage looks easy from a distance, but on closer inspection, people tend to realize there’s actually a lot to it.

Though we’ve often seen marketing by companies that suggests they offer full end-to-end solutions, the truth is very few companies can provide full services on their own. They are sub-contracting some of the work, or they have partners.

How partnerships are defined can often have a big influence on their value and impact. There are lots of PR-driven partnerships – with press releases issued and logos appearing on websites – that have no material impact on day to day business. The companies barely know each other, and the partnership is just a loose notion of sending business over if and when the situation arises.

Some end-user customers see their commercial deals as partnerships, in hopes that means the vendor will actually give them the time of day once the contract ink has dried. The end user wants some sense the vendor is actually with them in building up a business. Certainly, a good vendor helps drive a client’s success, but is that a partnership or account management? Continue reading

When predictable is good

Predictable can be both good and bad when it comes to digital signage.

It’s bad when the content on the screen, as well as the layout and programming approach, looks much like everything else out there. To have impact, a network needs the stopping power of strong creative and an overall look that is anything but predictable.

But when it comes to operating a digital signage network, predictable warms the hearts of IT, deployment and operations people.

Ask anyone who has started and ran digital signage networks from the early stages, and they will be happy to relate all the mistakes made – among them a big decision to use consumer grade PCs. The problem, they’ll say, was that these PCs were anything but predictable. Continue reading