Venue Networking vs. Digital Signage
Venue Networking versus Digital SignageTraditional Place-based Media and digital Out-of-Home Advertising have been around for some time. At first ScreenScape may appear to have more similarities than differences with each of these two segments. Nothing could be further from the truth. Traditional Place-based Media and digital Out-of-Home are limited in their ability and rigid in their cost structures - relics of a broadcasting age. Their dependence on expensive proprietary technology and tendencies to centralize the creative process in authoring and distributing content are hallmarks of a bygone era. The reinvention of Place-based Media in the image of the Internet has led to an entirely new technology arena called Venue Networking.The advent of Internetworking principles, social media, and mobile computing have ushered in an entirely new way of building screen display networks that offers new opportunities and dramatically reduced costs. Venue Networking is the process of using these techniques to create dynamic marketing networks that address a specific audience in a specific place or locale. Venue Networks can be private or public. They can be coordinated at an individual site level, or take advantage of centralized processes when necessary or expedient. Moreover, Venue Networking relies on principles of open networking and therefore are easily made interoperable. Venue Networks mesh. This encourages organic network growth and the formation of ad hoc networks that span organizational boundaries. |
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DS/DOOH |
Venue Networking |
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| Architecture |
Digital Signage, traditional place-based media, and Digital Out-of-Home Advertising solutions grew out of a broadcasting era. As such their design is more likely to resemble a broadcasting network than the Internet. DS/DOOH Networks are closed and highly centralized. This places profound limitations on their potential and unnecessary requirements that lead to a higher Total Cost of Ownership. | Venue Networking takes its cues from internetworking principles, social media and mobile computing. Just as the Internet offers reduced costs and greater flexiblity for communication and collaboration over broadcasting, Venue Networking offers more opportunities at less cost versus Digital Signage and Digital Out-of-Home. | ||
| Environment |
DS/DOOH networks are stand-alone, closed and proprietary systems. This is the anti-thesis of internetworking. | Venue Networking uses standard internetworking principles to foster community, collaboration and commerce that spans organizational boundaries. | ||
| Technology |
DS/DOOH Networks are based on specialized proprietary techniques which add to their total cost of ownership by creating dependencies on stringent hardware and software requirements, expensive upgrades as well as ongoing maintenance, project management, and training costs. | Venue Networking is simple and standards-based which allows you to use commodity-priced hardware and software. | ||
| Content Creation |
DS/DOOH networks, by definition, centralize the creative process and impose strict technical requirements on content authors. This makes the delivery of timely relevant content, at the site level, difficult and expensive. | Venue Networking uses technology to simplify and standardize the creative process to make it easy to distribute the task of content creation and bring it closer to the intended audience. This reduces costs and makes for content that is more timely and relevant - the essence of an effective communication system. | ||
| Growth |
DS/DOOH Networks are closed and highly centralized. It is expensive and difficult to extend the reach of your network and take advantage of third-party collaboration. | Venue Networking encourages the organic growth of your network and fosters ad hoc collaboration between content creators and like-minded venues. | ||
| Pricing |
DS/DOOH solutions are expensive both in their licensing structure and in their Total Cost of Ownership. | Venue Networking is accessible even to the smallest of organizations and offers flexible pricing options. | ||
| Content Syndication |
DS/DOOH Networks are closed and one-way - there is no cross-organizational sharing of content between proprietary networks. | Every member of a Venue Network can partner with any other member to get their message out. | ||
| Revenue Generation |
The friction and closed-nature inherent in DS/DOOH Networks limit the ability of third-parties to broker advertising deals with their members. | Venue Networking permits the ad hoc formation of co-marketing arrangements with any other member. | ||
How can I differentiate a Venue Networking solution from a Digital Signage solution?
Take the Test
- Is the barrier to entry so low that virtually anyone can join?
- Can I easily mesh my network with any other part of the community?
- Does my ROI increase every time another member joins the community?
- Can I easily coordinate independent content on every one of my screens?
- Can I keep my displays fresh and compelling, at little to no additional cost?
- Can my local venues contribute local content, and still keep the network on message?
- Can I use commodity-priced hardware and conventional software to deploy my screens?
- Can I take advantage of all the great content available on the Internet?
- Is it simple for me to add new displays and screens at any time?
- Can small organizations self-start at low cost?
Venue Networking is the key to communicating intelligently and cost-effectively to people where they live, work and play.