<?xml version="1.0" encoding="utf-8"?>
<rss version="2.0" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:atom="http://www.w3.org/2005/Atom">
	<channel>
		<title>Why do so many digital signage projects fail?</title>
		<description>Discuss Why do so many digital signage projects fail?</description>
		<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail</link>
		<lastBuildDate>Sun, 17 May 2026 11:20:32 +0000</lastBuildDate>
		<generator>JComments</generator>
		<atom:link href="https://www.wirespring.com/component/jcomments/feed/com_content/670" rel="self" type="application/rss+xml" />
		<item>
			<title>Tom Wabwire says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-628</link>
			<description><![CDATA[Surprised how pessimistic some people can be, failure is good. It does not mean you have lost, It means there is a learning opportunity. And if you take that positively chances you will do something right the next time round.
Recall the inventor of the light bulb. How many did he have to break to get the right one to light up. Where would the world be if he had constant reminders about why bulbs do not light up?
So please create a more positive and supportive blog and and your presentations to your self.]]></description>
			<dc:creator>Tom Wabwire</dc:creator>
			<pubDate>Fri, 10 Aug 2012 16:15:09 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-628</guid>
		</item>
		<item>
			<title>Edin Pasalic says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-627</link>
			<description><![CDATA[Another reason why advertising based networks fail is the size of the network. Media agencies don't really care about the network that has 100 screen(only if the reach is incredible) and selling to local advertisers has always been a hard task. Also DOOH is still a new medium for media planners and they hate to do extra work. They love to invest in old and "proven" mediums and it seems like you can't make a mistake or won't get fired if you invest in internet advertising.
So I do believe that network that has better chance of succeeding needs to be large which requires big up font investment.
I believe that Bill talked about that in one of his articles, how it is easier to get a faster ROI with larger network just because you don't require as many advertisers.]]></description>
			<dc:creator>Edin Pasalic</dc:creator>
			<pubDate>Thu, 10 May 2012 02:30:31 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-627</guid>
		</item>
		<item>
			<title>Mike Mehlmann says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-626</link>
			<description><![CDATA[If you are referring to advertising supported DOOH Networks, the reason they fail is that they are being run, and led, by owners and executives with inadequate experiences and backgrounds; specifically, retail, IT, creative, online, real estate, etc. The minute the network becomes ad supported, it becomes an Out-of-Home Media company....and I am not just talking about the sales function. I am talking about all the OOH Media Executive functions leading up to the sales execution including venue type, site selection, screen placement, content, venue contract negotiations, budgeting and forecasting, inventory and pricing and staffing. As such, the development of the business model needs to be led by non-traditional OOH media executives.]]></description>
			<dc:creator>Mike Mehlmann</dc:creator>
			<pubDate>Thu, 03 May 2012 17:35:28 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-626</guid>
		</item>
		<item>
			<title>Edward says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-625</link>
			<description><![CDATA[I'm looking into building a small local digital signage network at one or two gas stations. I am planning on targeting local business's as the main advertisers given that gas stations are a prime location to reach local customers. I'm trying to decide how to best approach the potential advertisers though. The average reach for a gas station is 27,000 views per month. I think this form of advertising would be great for local business's because its cheap, local and a great way to build awareness in the target community? Any advice on getting started? and or creative ways to pitch to potential advertisers.]]></description>
			<dc:creator>Edward</dc:creator>
			<pubDate>Wed, 18 Aug 2010 09:35:02 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-625</guid>
		</item>
		<item>
			<title>DigitalSignage says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-624</link>
			<description><![CDATA[I don't think digital signage projects fail. I think it is one of the best things to happen in modern times and i'm proud of the work my business does in this sector.]]></description>
			<dc:creator>DigitalSignage</dc:creator>
			<pubDate>Mon, 26 Jul 2010 16:00:35 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-624</guid>
		</item>
		<item>
			<title>METROmilwaukee.tv says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-623</link>
			<description><![CDATA[I have to agree with mary anne fleisher; local media companies are looking for new ways to advertise and they've told me so in no uncertain terms.
I also must agree with Bill Gerba; our first network failed because we were too early here in Milwaukeeville but fundamentally while our tech could hold its own we failed because we did not have experienced advertising sales person(s) to assist us.]]></description>
			<dc:creator>METROmilwaukee.tv</dc:creator>
			<pubDate>Thu, 03 Jun 2010 20:57:55 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-623</guid>
		</item>
		<item>
			<title>Daryl Abueva says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-622</link>
			<description><![CDATA[Im Daryl Abueva from the Philippines. Our company is into outdoor advertising since 1947. We are currently considering going into digital signage installations in supermarkets here all over the Philippines and our company will be the one selling the ads for the digital signage. I read the article and the comments above and I believe that our company is also facing the same issues here in the Philippines.
Right now our company is selling the digital signage system (LCD screen, with server/client hardware and brackets with stand). But I am still looking for a supplier of server/client hardware because I am not satisfied with my current supplier. I would appreciate if anybody can recommend suppliers and if there's anyone here who can teach me more about software/hardware considerations.
darylabueva@gmail.com]]></description>
			<dc:creator>Daryl Abueva</dc:creator>
			<pubDate>Tue, 24 Nov 2009 10:00:31 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-622</guid>
		</item>
		<item>
			<title>Bill Gerba says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-621</link>
			<description><![CDATA[Larry: Yup, totally agree. Even today there are networks out there running little more than reformatted TV clips and commercials. It doesn't work (in most situations), so why spend all that time and money building out the network if that's how you're going to use it? Doesn't make any sense to me. Fortunately, more people are avoiding this pitfall these days, and I continue to see a larger volume of high-quality digital signage content as I make my informal surveys around the country.
Laura: Awesome anecdote ;) I heard recently that Wal-Mart is heavily investing in version 2.0 of Wal-Mart TV, so I hope (and expect) they'll start to remedy that particular problem and a number of others!
Gary: I think you touch on an important point. Even today digital in-store media isn't considered along with all of the other media components of a major brand campaign, and that's a big problem. We seem to get stuck with the leftovers -- both in terms of creative and in terms of budget -- which makes it hard for lots of these networks to shine. Until digital in-store is put on a level playing field with TV, cable, internet, etc. (weighted by reach or whatever), that's not likely to change.
Mary Anne: TV and radio are fighting back, though the results so far have been pretty anemic. Maybe if Google makes good on its threat/promise to somehow deliver targeted TV ads via cable boxes we might get more relevance out of the medium. However, it hasn't happened yet, and that means there's more in play for alternative out-of-home like digital signage.]]></description>
			<dc:creator>Bill Gerba</dc:creator>
			<pubDate>Fri, 25 Jul 2008 14:27:24 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-621</guid>
		</item>
		<item>
			<title>mary anne fleisher says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-620</link>
			<description><![CDATA[I totally disagree. If you think radio, tv and newspapers are going to give up on local advertising, think again. They will reclaim their footprint in their markets through digital sign networks. They already have sales staffs on the ground who know where the money is. Everyone wants the big cpg money. Local is so easy to get. Move over tech heads the media is coming.]]></description>
			<dc:creator>mary anne fleisher</dc:creator>
			<pubDate>Fri, 25 Jul 2008 11:59:37 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-620</guid>
		</item>
		<item>
			<title>Gary Halpin says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-619</link>
			<description><![CDATA[Completely agree with Larry and Laura's comments. I've always talked about the two most important elements (IMHO) for a network. The content and the merchandising of the network. I think almost everyone (or almost everyone) these days understands that If the monitors are 20 feet above people's heads, or the network tries to encompass a huge footprint, then they're going to have a tough time.
But I'd like to comment on the content part a bit. Great content is a process, which starts with a creative strategy, then conceptualizing ideas on that strategy, which should involve a lot of brainstorming and vital feedback before moving to the execution phase of producing the end content. I've seen some of these vitals parts skipped, with a rush to go right to the execution, and again, IMHO, this spells trouble. Let me put it this way. Would a company spend $3-5M on an ad campaign by just cutting a :30 for air without completely understanding their target market, developing a specific strategy, hearing different concepts, or seeing scripts & storyboards?]]></description>
			<dc:creator>Gary Halpin</dc:creator>
			<pubDate>Sun, 13 Jul 2008 16:26:05 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-619</guid>
		</item>
		<item>
			<title>Laura Davis-Taylor says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-618</link>
			<description><![CDATA[Great points as always Bill. And I'd like to add my support against advertising-based networks being the chosen leaders in this industry. I almost wish we'd stop using the word advertising in relation to digital signage and start thinking about it as communications--it seems that anything advertising is beginning to carry a somewhat negative impression and I hate to pigeon hole us with it.
A point James Bickers made in the newest edition of Retail Customer Experience mag comes to mind. He was sharing that he took his 5 year old shopping at Wal-Mart and he said, "Daddy, how come there's TV but they only play commercials?" Touche.]]></description>
			<dc:creator>Laura Davis-Taylor</dc:creator>
			<pubDate>Fri, 11 Jul 2008 19:41:54 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-618</guid>
		</item>
		<item>
			<title>Larry Blaney says:</title>
			<link>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-617</link>
			<description><![CDATA[Bill,
I agree with your assessments. Basically it comes down to common sense fundamentals. A movie can have great action, special effects, but if the story(writing) is poor, it will never meet expectations and leave the viewer wanting more. Digital Signage is not about the newest display or player platform, it has to be about accomplishing the required goal/objective and most of the time, which has to do with content. 2D digital signage has become irrelevant due to repurposing media assets rather than recreating target messaging to meet goals. Time is well spent defining the goals and objectives of the project and then spend the rest of the time developing the content. The technology piece is rather insignificant in the design of a successful signage project.]]></description>
			<dc:creator>Larry Blaney</dc:creator>
			<pubDate>Fri, 11 Jul 2008 14:35:11 +0000</pubDate>
			<guid>https://www.wirespring.com/30-legacy-blog-digital-signage-insider/670-why-do-so-many-digital-signage-projects-fail#comment-617</guid>
		</item>
	</channel>
</rss>
