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Comments on: The Genie is out of the bottle http://www.digitalsignageexpert.com/2010/02/the-genie-is-out-of-the-bottle/ Digital Signage Info Centre Tue, 01 Mar 2011 17:30:16 +0000 http://wordpress.org/?v=2.9.1 hourly 1 By: Stephen Randall http://www.digitalsignageexpert.com/2010/02/the-genie-is-out-of-the-bottle/comment-page-1/#comment-183 Stephen Randall Tue, 09 Feb 2010 14:04:34 +0000 http://www.digitalsignageexpert.com/?p=2161#comment-183 James, Your conclusion that Digital Signage is powerful because viewers can’t change the channel is dangerous. I’d go as far as to say that it’s possibly the #1 reason why many Digital Signage projects fail. Simply stated, a captive audience is not the same as a captivated audience. The fragmentation of TV is not it’s biggest problem – it’s the fact that it is not measurable. That’s why advertisers are moving their budgets to the web. This is new media 101 and Digital Signage has to get new media to become a meaningful channel. Digital Signage is both fragmented AND passive in most cases, so will not be spared an untimely death unless it can learn from the failings of other media channels – the lesson is NOT to be TV outside, but to be the Web outside – i.e. offer engaging content, connectivity to the audience, measurability to advertisers and less friction for media to move across channels. Remember, the TV that we do watch, we watch because it is engaging NOT because we cant change the channel. It would be ridiculous to assume that a channel of advertising would be compelling, simply because we don’t have the remote control. The word "Digital" in Digital Signage should be more than just moving pixels, its should be about connecting audiences to content. It’s the WEB and not BROADCAST that is disrupting our media consumption. Digital signage needs to learn from the channel that is disrupting TV, and not make the same mistakes as TV. Stephen Randall - www.twitter.com/stephenrandall James,

Your conclusion that Digital Signage is powerful because viewers can’t change the channel is dangerous. I’d go as far as to say that it’s possibly the #1 reason why many Digital Signage projects fail.

Simply stated, a captive audience is not the same as a captivated audience.

The fragmentation of TV is not it’s biggest problem – it’s the fact that it is not measurable. That’s why advertisers are moving their budgets to the web. This is new media 101 and Digital Signage has to get new media to become a meaningful channel.

Digital Signage is both fragmented AND passive in most cases, so will not be spared an untimely death unless it can learn from the failings of other media channels – the lesson is NOT to be TV outside, but to be the Web outside – i.e. offer engaging content, connectivity to the audience, measurability to advertisers and less friction for media to move across channels.

Remember, the TV that we do watch, we watch because it is engaging NOT because we cant change the channel. It would be ridiculous to assume that a channel of advertising would be compelling, simply because we don’t have the remote control.

The word “Digital” in Digital Signage should be more than just moving pixels, its should be about connecting audiences to content. It’s the WEB and not BROADCAST that is disrupting our media consumption. Digital signage needs to learn from the channel that is disrupting TV, and not make the same mistakes as TV.

Stephen Randall – http://www.twitter.com/stephenrandall

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