I hate the idea of a zero-sum game. In fact, it's completely incongruent with capitalistic ideals. The "I only win if you lose" scenario would have infuriated Adam Smith just as much as it does me. Regardless of how Mr. Smith or myself feel about zero-sum games, it would seem digital signage is smack dab in the middle of one. I'm not talking about rivalries between companies. I'm talking about rivalry between media distribution outlets. With the 40% + increase in online advertising don't you think their some thievery going down? It reminds me of the song, "Video Killed the Radio Star." Truly emerging media channels are murdering, raping, pillaging, and laying waste to traditional outlets.
Where does digital signage fit in?
Digital signage, much like any other emerging technology forces adaptation of unassuming rivals. Recall the sad story of typewriter companies who bowed to the superiority of IBM and others when the word processor was introduced. In blatant defiance, some of the typewriter companies refused to adapt by saying such nonsensical things as, "we're not in the word processor business, we're in the typewriter business." Sadly, their mistake was evident much too late.
In saying this I'm not warning of the impending failure of television. Neither am I saying digital signage is going to start stealing major advertising pie pieces from everyone. But, adaptation will be necessary for advertising to be a viable spend with older technologies.
Can Television Adapt?
Of course it can. It has, it is, and it will continue to adapt. You saw and continue to see how companies are fighting the likes of TIVO. Now when you fast forward, advertisements are displayed until the FF is complete. During football games, computer generated ads show up along with the line of scrimmage on the field. There is a circumvention method in just about everything. As we've seen an increase in the proliferation of video games, we've also seen ad "buy-ins" there as well. Impressions are made within the virtual world of the video game where the audience is glued to the tube.
The question remains, when will "the next big thing" be big enough to trump advertising spending from traditional channels?
Close, But No Cigars
With the concurrent burgeoning signage industry and slumping economy it bespeaks of things to come. Yes, OOH ad spending may not be rising at breakneck speed and we may not be seeing major advertising "buy-ins" to the industry yet, but give it time. When "buy-ins" become mainstream you'll see (mark my words on this one) straight thievery from other mediums. It's already happening. It was a natural occurance I suppose. TIVOs, DVRs, the WWW and other outlets that allow for consumer control have taken advertiser power from the advertiser. it may be even more pronounced than otherwise.
The Internet has reached the "maturity" stage. Major media buy-ins and the ability to target, hone, and track gives the Internet the upper hand in "bang-for-the-buck" ad dollars. How long will it take before digital signage becomes a major media outlet for local and national ad campaigns? It'll certainly require not only the convincing numbers, but a bit more of the test of time.
Some may argue that calling digital signage an advertising medium is much too narrow-sighted. I agree. Because digital signage offers benefits such as corporate communication, training, educational presentions, saying it's solely an advertising mechanism is very narrow-minded and shortsighted. In fact, this is what makes digital signage such a great benefit from it's rival counterparts: it ads value in multiple facets. That's why when major national networks are installed and are saving corps millions of dollars in traveling expenses by giving live training via digital signage, it's just nice to be able to say, "yeah we make money off the advertising too, you know."
