3 What’s Driving Digital Signage?
It’s hard to imagine where [digital signage] can’t go.
—Jeff Bixler, Assistant Vice President, Business Development, Hughes Network Systems
The adoption and growth of digital signage is occurring rapidly because the new medium delivers a customized and changeable message, in a unique way, in places people congregate; it also permits great flexibility, while becoming steadily more valuable, accretive, and cost-effective. Nonetheless, proper growth requires careful attention to guidelines aimed at doing it right the first time. Table 3.1 summarizes the opportunities and challenges facing digital signage. This chapter will review each in depth.
| OPPORTUNITIES | CHALLENGES |
| ROI growth | ROI skepticism ... |
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