Commercial Integrator + Security Sales Nov/Dec 2023 - 26

CI
EXPLORING DIGITAL SIGNAGE
Considering Content
for Digital Signage
There seems to be little dispute about
managed services' utility in delivering
excellent digital-signage outcomes. But
it's still a debatable question whether AV
integrators should dive headlong into the
content-creation game. For Mendonca,
the answer is clear: Either develop a content
core competency yourself or find a
partner who can shore you up. As he puts
it, " Creating the day-one content, creating
branded templates for users to compose
their messages, creating ongoing content
assets, creating a content strategy that
aligns with the customer's business objectives
- [these] are all part of the responsibilities
of a digital signage provider. "
Mahurin amplifies this point, saying
that digital signage simply doesn't work
without a rock-solid content and creative
strategy. " Having the ability to guide your
customers through this journey is imperative, "
he declares. " It would be difficult
to label yourself a digital-signage provider
without this component. "
'Making sure the
content makes sense
for the environment
and the displays make
sense for the content
that is being created
plays a large role in
providing the best user
experience.'
- Kristin Bidwell, director,
managing consultant,
ACT Associates
Other experts passionately argue that
clients are best served when integrators
partner with dedicated creative agencies
for content. " From experience, an
integrator lacks the culture and business
acumen needed to sustain a creative
agency, " Meszaros opines. " Turning
out content like a machine to generate
revenue harms an industry starting to
Creating a content strategy that aligns with the customer's business objectives is a
big part of the responsibility of a digital-signage provider. Plain and simply, digital
signage doesn't work as intended without a solid content and creative strategy.
see significant growth. " He underscores
that firms like his value their close
relationships with integrators, and he
advances the view that each party needs
to lean on the other's expertise. " From
an integrator perspective, it's OK to have
familiarity with the creative process, "
Meszaros says. " Still, it often falls flat
when they establish it as a service using
an IT-driven mentality. "
Bidwell falls into the camp of integrators
partnering with content-creation
professionals - and doing so early in the
project. " The earlier content is introduced
into the conversation, the better, "
she avers. " Making sure the content
makes sense for the environment and
the displays make sense for the content
that is being created plays a large role
in providing the best user experience. "
Wargo underlines the binary choice -
integrators must further broaden their
competency set or partner accordingly
- but he points to emerging technology
as a possible way to ease integrators'
path. " Generative AI enables [content
creation] to some extent since it provides
integrators with a toolset for delivering
a content stream in a cost-efficient fashion, "
Wargo observes.
26 Commercial Integrator+Security Sales & Integration | Nov/Dec 2023
The Many Facets
of Digital Signage
As we have seen, integration businesses
have much to consider when it comes to
digital signage. The ripe opportunity is
very much present, but enduring success
requires a consultative approach with clients,
strategic vertical-market choices, an
embrace of hot technologies like DVLED,
a willingness to sell services and assured
outcomes, and close connections to content
creators. All that might sound like a
lot, but it's a small price to pay to optimize
your business and get your share of the
countless millions available to be earned.
We'll give Mike White, a longtime,
passionate digital signage evangelist, the
last word. He says, " This CI Deep Dive
confirms that digital signage is growing
rapidly and will continue to grow virally
for many years to come. The big question
- or challenge - is [whether] integrators
will lift their head from the hectic work
pace in traditional AV to embrace digital
signage and the role it can play in their
future to maintain margins and increase
business valuation. " Although no one can
predict the future, we hope this report
has given you some ideas - and perhaps
even some inspiration. CI
© AJ BROWN IMAGING
Commercial Integrator + Security Sales Nov/Dec 2023

Table of Contents for the Digital Edition of Commercial Integrator + Security Sales Nov/Dec 2023
