Digital Signage as Critical Infrastructure
I explore the idea that digital signage needs to move beyond traditional AV thinking and become part of an organisation’s critical infrastructure. The focus shifts from simply installing screens to using software, automation and integration to deliver information that truly supports business operations.
Key Takeaways
- Digital signage should be judged by the operational value of the information it displays, not just the presence of screens.
- Screens need to be integrated into business workflows through software, automation and connected systems.
- The industry must move beyond static playlists and define what mission-critical content should appear on displays.
Topics
- Digital Signage
- Enterprise Solutions
- Digital Transformation
- Content Strategy
Transcript
A quote that I heard at the Digital Signage Summit in Munich was that digital signage wants to be critical infrastructure but still behaves like AV. What does that really mean? Historically, when we have done digital signage projects, we've hung the screens on the wall, got them all integrated, got them working, and then left the room. But to be critical infrastructure, it's the information that goes on the screen that matters the most. If that screen is blank, it should mean that the business is no longer able to function or operate. And that's why we need to lean more into software, automation, and integration, and have the screen as a critical point in our business workflows. Historically, if we're being really honest, most screens have been playlists of digital wallpaper, the same message looping round with images and videos that very rarely get updated, and that hasn't been as impactful as it should. As an industry, I do believe we need to lean into this fact and make sure that when we're working with our customers, we are defining what would be mission critical if we could get that on a screen and work backwards from that.