I’ve seen countless posts across the web with the phase, “what is digital signage?” They still pop up once in a while, not as regularly as they did two years ago, but they still appear. Still, as a content distribution medium, digital signage has not yet reached the general populous as a “household name.” We’re getting there, but progress is slow. It may still take years before phrases like DOOH, digital signage, narrowcasting, and the like become familiar to the general populous. When you have to explain what “digital signage” is to just about everyone that asks you what you do for a living, what do you say? Do you give some canned definition? Personally, I think it necessary to utilize what Geoffrey Moore refers to as an “elevator pitch.” If you cannot explain what you do in the time it takes to go from one floor to another on an elevator, than you’re not communicating a high tech idea in a succinct manner. Personally, I’ve found it helpful to memorize the following:
Digital Signage utilizes the the internet or sneaker net to upload and schedule content for display on digital billboards such as LED, LCD, plasma, and projector screens. The content is used to advertise, inform, and educate people when they are out-of-home. Targeted and impacting content can be distributed to large audiences in a timely way via networks of servers . Televisions connected real-time via the Internet are being placed in multiple venue types across the nation by multiple content providers.The medium of digital signage offers greater flexibility and control than standard signage. Advertisers can specifically target messages like never before. In addition, digital signage has enhanced reach, awareness, acceptance and recall as an content distribution channel. As a medium, digital signage advertising is in a growth stage, and will be for some time as firms continue to deploy massive signage networks. Early adopters stand to make incredible and impressive sales gains as they utilize this effective advertising tool.
I’m kidding of course, but seriously–what salesmanship phraseology can be best used to have the perfect “one liner” definition for digital sign advertising. Perhaps it will take a focus group, speaking to 5th graders to help determine, in two sentences or less, what digital signage really is.
So, exactly what is the perfect digital signage elevator pitch?