Why is Digital Signage & DooH so overused

digital_signage_duty_freeRecently I’ve been invited in a meeting with a Media Owner (MO) about its development on the Digital side of the out of Home (ooH). This media owner is one of the top five in the Spanish industry. During the debate he demonstrated all of his expertise in the advertising market segment. While the meeting was entering in a pre-negotiation phase the MO’s leader said:

well, Digital Signage / DooH is not rocket science!

I was completely amazed by the lack of knowledge and sensitivity that this big guy had of its market, with a perception that the totems to be developed in the business are like setting up a TV screen at home.

After more than 30 years experience (in different markets) I’ve raised the DooH at the most difficult business to manage.

Let me file here a list of areas that you need to manage in order to make a DooH project successful:

Pre-project:

  1. Customer needs analysis

  2. Marketing assessment

  3. Design (draft)

  4. Viability plan

Project:

  1. Final design (after negotiation)

  2. Agreed project plan (commitments and sign off)

  3. Project Management

  4. Handover to Operations

Post-Project:

  1. Operations (Network management & Customer Management)

  2. Service Management (3rd parties, escalations and dashboards reporting to C-levels)

  3. Business best practice (corrective actions for improvements thru projects)

In order to do so, you better off to get expertise on: business development, marketing, sales, legal, creativity, engineering, project management, service management and only at the end technology or IT.

The technology is quite simple to manage compared to other areas like building an efficient “viability plan” (some are using the term of business plan).

Facing the DS/DooH challenge either you decide to make it based on costs or on revenues and then look at the balance to make your mind up.

Don’t forget providers will generate costs that is their commercial targets!

And always, anytime, every milestone of your project, stay focused on one topic: your revenues (all of them including collateral ones)!