7. Is content really King or is it the Emperor who has no clothes? Most of the industry insiders are tired of the ubiquitous "Content is king" mantra. Nobody argues with it, but, ironically, very few networks follow it. […]
6. Media currencies: advertisers will pay-per-what? Joint efforts by DPAA and Nielsen Media have brought a semblance of uniformity for some larger networks comparing them to television audiences via Nielsen's Fourth Screen Audience Report. […]
5. Audience and ROI measurement: no industry-wide solution yet. One of the differences between online advertising and digital signage is in the ease of audience measurement. […]
4. Aggravation of aggregation. The past 3 years have seen several DOOH ad space aggregators go out of business. […]
3. Lack of comprehensive, reliable media buying tools. […]
2. Software price compression reality. The presence of so many software companies is a sign of market immaturity. […]
Seven Hurdles to Success: What Will It Take for Digital Signage To Break Into the Mainstream Media? In the past few years the digital signage/DOOH industry has achieved several critical milestones and overcome many of the barriers on its way to becoming part of mainstream media. Some initial guidelines and best practices have been introduced by trade organizations. […]