There is increasing recognition in the DOOH industry of the importance of relevant content and ‘making every screen count’ – in other words ensuring that the content on each and every screen on the network is relevant to its specific audience at all times. This of course is not a straightforward task - technically, creatively, or even logistically in the case of large disparate networks. Add to that the drive towards experiential and contextual-based content and you have a complicated cocktail of requirements on your hands.
In response to this requirement, solution providers are taking varied approaches and bringing different backgrounds and skill sets to the client table in order to design and deliver high value-add digital signage content solutions.
One rather interesting approach is that being taken by Muzak. The other day I met up with Jon Luther, Director of the Visual Solutions Division of Muzak, and wanted to share his approach. Muzak has a long rich 75-year history and is the leader in in-store and on-hold custom music solutions. Over recent years, Muzak has been expanding its approach to deliver a much broader solution. Playing on the senses of sight and smell, as well as hearing, Muzak now provides a broader sensory and experiential branding solution to its business clients. By combining music, messaging, custom scent, and visual imagery through digital signage, Muzak has created a compelling and contemporary integrated suite of sensory branding and entertainment products and services.
As network operators and digital signage customers increasingly demand that their DOOH networks deliver a contextual based experience that is relevant to their environment, I expect we will see more examples of innovative approaches like Muzak’s. This really is an exciting time to be at the forefront of digital signage.
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