I read an interesting article on Digital Signage Insights concerning the future of digital-out-of-home (DOOH). The article poses the question “Why can’t the next great media company emerge from the digital out-of-home space?”

For years digital signage vendors have focused their attention on developing powerful digital signage software that accommodates small networks through large enterprise deployments. The number of companies that exist in this space is amazing, approximately 300 or more by some accounts. However, as all of us in the industry know, the technology is evolving very quickly and just providing a digital signage product that facilitates placing text, graphics, and video on digital screens is no longer enough to compete in the industry – the bar is rising. Vendors have to consider online, social media, mobile, place-based media, user-generated content, hand-held devices, and wireless to be competitive.

The article goes on to say that “it’s critical to leverage the fullness of the medium while paying attention to, and planning for, our shifting media landscape. The DOOH industry cannot be looked at as though it were outside of the sphere of other media properties. It isn’t a separate entity. It is a piece of a robust ecosystem, in which symbiotic relationships foretell success.”

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