Wars have been fought in many ways. The Romans were great foot soldiers, Alexander the Great made good use of his cavalry, then there was trench warfare, tanks and planes, and now we see the ever greater use of technology. From ancient to modern warfare there is one element that has never changed in giving combatants the upper hand and this is the element of surprise.
Just like in warfare advertising has gone through different phases and you now see the ever greater use of technology. Yet as in the past and today one element will never change, there will also be a need for good content. This is something one cannot walk away from.
With the kind of investment you will be making in DOOH, a lot of money will be wasted if you do not have the right digital signage content. So whether it’s Flash content creation or simply static text the message has to be well thought out. Technology can provide a better medium of deliver but is not a substitute for good content.
When planning your digital signage network of whatever size, the content and how it is to be delivered must be taken into great consideration. What content you will have and how and when it should be delivered must be planned in advance. This will avoid such issues as file format incompatibility that may happen when you do not plan and prepare in advance.
Having the right content means understanding your target audience including where and when you will engage them. In a restaurant scenario the menu may not need to be constantly changed, other settings though may require new content every now and then to keep the message current and not looking outdated. This may entail recurring content cost considerations.
You must also look at your infrastructure, the content or data you want to delivery may put too much load on the network you have in place, there may not be enough bandwidth for example. At the end of the day the physical and software network you will have in place is essentially influenced by the nature of your content.
Content will always be content.