Digital Signage is often spoken of as analogous to television, with a channel for each screen, or group of screens.
I think the definition is very much wider than this, and that Digital Signage is a medium that can be molded into almost any role.
But, going back to the tv channel analogy, I would just point out that, these days, a television channel isn't really a television channel any more. With VOD, of which the BBC iPlayer is the best example I know of, linear TV channels are an endangered species.
But how does Digital Signage relate to Video on Demand? Not obviously, but actually quite closely. Except that with Digital Signage the choosing is done by circumstances (a data feed, exceeding an environmental threshold, geographical location, number of people standing in front of the sign, iris recognition (eventually) etc).
All of which strongly suggests that digital signage (I hate calling it DOOH, but people search for it!) has a long way to go before its full potential is realised.
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